WEBSITE MIGRATION & REDESIGN
THE ASK
Fiat Chrysler Automobiles, one of the largest automobile distributors in the world, wanted to standardize and streamline their brands’ websites: Alpha Romeo, Chrysler, Dodge, Fiat, Jeep, Mopar, and Ram Trucks. The goal was to migrate all of the websites to AEM (Adobe Experience Manager) using a collection of newly designed components for each site. This way, FCA could improve efficiency on their end by streamlining their authoring and management processes. They could also improve their users' experiences through an aesthetic and functional redesign that was the same for every brand. Throughout the redesign, different brands required different strategic support; Ram wanted to improve their commercial content while Jeep wanted to seamlessly integrate their new models’ features with the old. All brands, however, underwent an aesthetic and functional transformation. They became adaptive, responsive, branded, consistent, and robust with new content.
THE OUTPUT
SapientRazorfish developed SDP, a platform through which FCA achieved its design, content, and technology goals. As a Content Strategist, I created content matrices for each brand to assist the development team in migrating the sites to AEM using SDP components. These matrices included components for every page of the site, detailing the appropriate design decisions, copywriting, and platform integration. I was the liaison between creative decisions and content authoring, interpreting designs and translating them into AEM-friendly components. I also completed audits and provided recommendations for multiple brands’ redesigns with a focus on featuring the best content. These audits showed how to best integrate the new and old content—leveraging the new and improving the stale. Most recently, I worked on FCA International, which required translating and migrating the Japan, India, and Korea sites to reflect the U.S. structure and design. For FCA International, I developed a component template for repurposed pages and a component library to facilitate reuse of design and copywriting work. I was on the FCA team, SapientRazorfish’s largest marketing account, for over a year.
My Deliverables
- Content Audit & Assessment
- High-Level & Detailed Recommendations for Redesign
- Content Matrix
- AEM Component Library (Microsoft Excel)
- Manuscripts/ Copy Decks
- AEM Manuscript Library (Microsoft Word)
- Content Model
- Taxonomy
THE SITES
