http://www.florencewen.com/new-index daily 0.75 2024-07-28 http://www.florencewen.com/about daily 1.0 2024-07-28 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1635273266854-1TEYLWMIQS1TRRPJKMR9/IMG_7093.jpg About http://www.florencewen.com/fca-1 daily 0.75 2017-06-26 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1495247167033-KWCJFYEJN7IKM1B4P6OF/1329711355-7261848_full.jpg Travelers Insurance competitive assessment https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497392474481-XS8NONISIDZLHVXX5X0N/image-asset.png Travelers Insurance competitive assessment https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497386424894-DN3SWUAPL7R8D2LN33DZ/Screen+Shot+2017-06-02+at+2.58.34+PM.png Travelers Insurance competitive assessment - Quantitative Maturity Model The Content Strategy team's quantitive maturity model used to inform the assessment of leading insurance companies' content marketing. We defined parameters to measure the success of each category on each social channel, ultimately ranking the channels by maturity. We used the best-in-class examples to highlight areas of opportunity for Travelers' own content marketing. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558453986-Q182JRJ6TQTACKK2PH6B/Screen+Shot+2017-06-14+at+3.04.55+PM.png Travelers Insurance competitive assessment - Business Insurance: Competitive Assessment To supplement the quantitative maturity model, the Marketing and Content Strategy teams created a collection of detailed best-in-class examples (images, evaluations, highlights, links). We provided these examples by vertical, highlighting "small business" as an area of growth for Travelers. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558470272-72VZ5AM1OGE2QRFMJ272/Screen+Shot+2017-06-14+at+3.11.22+PM.png Travelers Insurance competitive assessment - Home & Auto Insurance: Competitive Assessment For home & auto content marketing, we focused on brand positioning and emotional engagement as areas of opportunity for Travelers. We highlighted recognizable brand identities and mascots, such as Professor Nathaniel Burke of the University of Farmers. http://www.florencewen.com/fca daily 0.75 2017-06-22 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497651041327-542E0QA2HC14S1XSTGD2/35_state-street-global-advisors.gif State Street Global Advisors sales app https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497879029693-XEH9Y2AHZ7REW7XIGE5Q/image-asset.png State Street Global Advisors sales app https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497816100395-IAACT3LPQJEBF9PSFUG9/image-asset.png State Street Global Advisors sales app https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558341060-VEBRSL487Z19FYVQ1HOC/Content+Model.png State Street Global Advisors sales app - Sales App Content Model Page-level content model to assist the development team in building the iPad app. The content model captured each element of the app, its technical qualities, and its guidelines for content authoring. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558351250-ZB3Q0BWP1KX0HJXBF5XM/Dashboard+Comp.png State Street Global Advisors sales app - Sales App Dashboard Homepage of the IBG sales app created by our Visual Design team. During the design phase, I provided concept definitions for all documents in the app; curated keywords for search and filter; made recommendations for visual representations; and assessed the priority of content for the app. The app's dashboard ensures efficiency and accessibility for high-priority content. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558382480-G2GCA5MV35IIL0LMMMQA/Search+Results+Comp.png State Street Global Advisors sales app - Sales App Search Results Comp for the search results page of the app. Search and filter functionalities were defined by the list of keywords I curated. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498247921513-WMBSL9KCI9MXIUCNM2YB/Focus+Fund+Flipbook.png State Street Global Advisors sales app - PDF: Focus Fund Flipbook PDF of a "Focus Fund Flipbook," a common sales document used before the iPad app was created. The searchable app replaced the lengthy PDFs, allowing the sales team to access and present the content more easily. http://www.florencewen.com/fca-2 daily 0.75 2017-07-14 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497814276950-IHXYTG12UFHO32IM9M66/fiat_chrysler_automobiles_logo.png Fiat Chrysler Automobiles webside redesign https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497878946680-S6BDQ3MU8562Z69F6Y2L/image-asset.png Fiat Chrysler Automobiles webside redesign https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497483749530-NS0BAWJVI0D1TQ6BO5RW/VLP+Comp.png Fiat Chrysler Automobiles webside redesign - Design: Vehicle Landing Page Vehicle Landing Page created by the Visual Design team at SapientRazorfish using SDP components. I ingested the comps and created content matrices to capture all functionalities and design decisions for the web developers. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498247316879-J7O1GAP73RN0SBM6167Y/Annotated+BHP.png Fiat Chrysler Automobiles webside redesign - SDP Component Outline The SDP components were "building blocks" for creating the new pages across FCA. By using these components, we could repurpose them for hundreds of pages across vehicles and across brands. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497483776594-63K6EB1BFCJ7LW75OGEZ/Modules+to+Matrix+Correspondence.png Fiat Chrysler Automobiles webside redesign - Designs Mapped to Content Matrix Slide showing the correspondence between the AEM components, the comps, and the content matrix developed by the Content Strategy team. I created an AEM component library to replicate content matrices for each page of the new sites. The content matrices captured each component's elements, design decisions, and assets. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497483817458-U2VHG4334WB7SZ8C2OYO/Ram+Commercial+Content+Audit.png Fiat Chrysler Automobiles webside redesign - Ram Commercial Content Audit Content audit I completed for the Ram Commercial redesign. I inventoried all pages on the Ram Commercial site and provided recommendations for the future site as well as analyzing gaps. I presented the findings of the content audit with a deck of high-level and detailed recommendations. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498247868869-YM0ACQ0T57YHCW4A5GZJ/Gap+Analysis+Footer.png Fiat Chrysler Automobiles webside redesign - Current vs. Future State Footer Slide from the Ram Gap Analysis I created to highlight the advantages of using SDP components. The footer, repurposed for every FCA brand's site, became responsive, searchable, and straightforward. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497483840555-N8QLLHK3HSP4XYHG3WN7/SDP+Mapping+Recommendations.png Fiat Chrysler Automobiles webside redesign - Ram Commercial Recommendations Sample from the deck presenting the recommendations from the Ram Commercial content audit. The deck provided high-level recommendations, highlights from the content audit, and AEM component mapping. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497483853152-O1SI83W87GMNJ3OGOO3Y/Manuscript+Templates.png Fiat Chrysler Automobiles webside redesign - AEM Manuscripts Slide showing the correspondence between the AEM components and the manuscript (or copydeck) templates. I developed an AEM manuscript library to facilitate efficient copywriting and manuscript creation. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498247245700-4YVI6AKJ27OA5XGDZJSC/Fleet_Tag+Library_Diagram.png Fiat Chrysler Automobiles webside redesign - Fleet Tag Library Tag library I created for the Fleet (FCA's business brand) content model. http://www.florencewen.com/fca-1-1 daily 0.75 2017-07-14 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497879098819-SREZYE89054V66HOB5L1/image-asset.png MFS site redesign https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498248147902-4RKHJAG8G2YH45XAOABZ/Current+Site+Structures.png MFS site redesign - Current Distribution Sites MFS' previous distribution sites, which had slightly different structures and navigations. Our job was to streamline the experiences and centralize the content across sites. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1498248137280-IGUINPJVYION32LN3X2Y/MFD+Sitemap.png MFS site redesign - Sitemap Sitemap for MFS' streamlined distribution site, combining the three separate existing sites. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558519705-9LY14IUTPDFBPB7906NB/Content+Assessment.png MFS site redesign - Distribution Site Content Audit Content audit I conducted for all of MFS' internal distribution content. I provided information about all pieces of content on the site as well as making a recommendation for migration (keep, edit, consolidate, remove). I provided qualitative reasoning for the recommendations before seeking approval from MFS. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558532922-KNS0VYZ3SGVK957695D5/Content+Category+Breakdown.png MFS site redesign - Breakdown of Content Migration Along with the content audit, I presented a summary of my findings, our process, and our recommendations for the new distribution site. This table shows the breakdown of existing content in terms of the new site (kept, deleted, edited, or consolidated). http://www.florencewen.com/fca-1-1-1 daily 0.75 2017-06-26 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497879198913-ZKXJ7WAQBFMS0HLCO80D/logo-r.jpg SapientRazorfish domain redesign https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497817248538-RVXXURUTHIG69DHN0NGI/image-asset.png SapientRazorfish domain redesign https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497817304854-OB5VBW4S9UFBPSJGD7Z9/Screen+Shot+2017-06-14+at+3.16.58+PM.png SapientRazorfish domain redesign - Content Strategy Sites Content Audit Inventory + audit of all pages on the Content Strategy domain's sites. For each page, I provided recommendations and opportunities for consolidation or improvement. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497821339318-3R3JHM6RG146UQHY5I71/The+Yellow+Submarine.png SapientRazorfish domain redesign - The Yellow Submarine "The Yellow Submarine," the previous Content Strategy site on Vox. The purpose of the site was not clear to internal or external users; the organization of the site was not coherent; the distinctions between sections was not clear. Global Content Strategy Practice, the current site, is updated much more frequently with concise and distinct content. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497558630807-GVMTPVUKF7RIMOLZOOJI/Content+Strategy+Site+Review.png SapientRazorfish domain redesign - Content Strategy Site Review Deck supplementing the content audit of all Content Strategy sites. I presented the future state sites to the global domain and sought approval to implement the changes. http://www.florencewen.com/resume daily 0.75 2024-07-28 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/bec41175-d5d3-42dc-86f1-0a9a313a9d69/Flo+Wen_Resume+2024.png Resume http://www.florencewen.com/new-page daily 0.75 2026-02-01 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497390134694-QGPM4LBM0TI3DO8F4GYS/WQXR.png Writing https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559970865-29YCNJJCARV356K5QLQI/548739_10151274512812931_1697214864_n.jpg Writing https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497813882881-TRSICNYPH0PY1ZUW7D35/POP.png Writing http://www.florencewen.com/content-strategy-at-sapient daily 0.75 2020-12-17 http://www.florencewen.com/new-page-1 daily 0.75 2021-06-15 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1623795962348-BY1RLW80VTFR5DWO9WLV/download.jpg Content Strategy https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559970865-29YCNJJCARV356K5QLQI/548739_10151274512812931_1697214864_n.jpg Content Strategy https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497813882881-TRSICNYPH0PY1ZUW7D35/POP.png Content Strategy http://www.florencewen.com/content-strategy daily 0.75 2021-06-15 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1623797026573-9NYQ83GJ4SCS8HKN7RW9/120088807_1034165357043509_3643192635914869857_n.jpg Content Strategy http://www.florencewen.com/tufts-observer-1 daily 0.75 2021-06-15 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559384996-AYAH0ZQYU61UBILK8ALL/image-asset.png Tufts Observer website redesign (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559133907-4QBQ87BQWD6U7OB0JSMH/Screen+Shot+2017-06-15+at+4.37.13+PM.png Tufts Observer website redesign (Copy) - Site Homepage (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559148118-CXEG7VJU4KX2W8MNUJPO/Screen+Shot+2017-06-15+at+4.36.06+PM.png Tufts Observer website redesign (Copy) - Videos (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559168420-KFK6K5G9U33CPF5YT356/Screen+Shot+2017-06-15+at+4.36.43+PM.png Tufts Observer website redesign (Copy) - Media Gallery (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1497559186736-3D2PEMSBJKZKSVXDI92J/Screen+Shot+2017-06-15+at+4.36.22+PM.png Tufts Observer website redesign (Copy) - Social Channels (Copy) http://www.florencewen.com/new-page-2 daily 0.75 2026-02-01 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/02f8e51f-60be-4f59-abc6-9e0dffa48788/Let%27sGetVaccinated_MAS%2BSticker.webp Instagram - Covid vaccine campaign When COVID-19 vaccines started to become available, Facebook and Instagram committed to encouraging people on the platform to get vaccinated. Our team developed a number of features that gave people information about vaccines and made vaccines more accessible, including story stickers, top-of-feed promotions, and the COVID-19 Information Center. Our team worked quickly to build products that remained helpful and relevant to the evolving pandemic and vaccine rollout. I wrote all of the UX content for these campaigns, including the vaccine story stickers: “Let’s get vaccinated”, “I got vaccinated”, and “Vaccines save lives”. I proposed a wide range of approaches and drove consensus among key stakeholders to finalize the three stickers we launched in 36 countries. This language needed to scale to users who were in different stages of COVID-19 and the vaccine rollout; had different beliefs about the vaccine; had varying eligibility; and faced different barriers to getting vaccinated. These stickers were used in more than 15 million stories, reaching 450 million people. I also developed all the language in the COVID-19 Information Center on Instagram by collaborating with our product team, Facebook team, UX research, and external health partners. We included sections about vaccine eligibility, where to find a vaccine, facts about vaccines, and sharing information with friends. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/45efe504-8627-432a-bd1d-692ab4e9a294/91171488_707816026623075_7702735339537825792_n.webp Instagram - “Stay Home” campaign At the beginning of the COVID-19 pandemic, Instagram launched a campaign to encourage people to stay home while allowing them to feel connected. We created a product experience that let people encourage their friends to stay home and share what they were doing in quarantine. I was part of a core product team that developed, designed, and launched a collection of stickers to more than 25 countries in just two days. The stickers went viral in many of these countries; within the first 24 hours of launch, more than 210 million users saw at least one “Stay Home” story. As well as developing the product strategy, I wrote all the UX content for the “Stay Home” campaign. I proposed a number of approaches for the core campaign language and drove consensus among key stakeholders (including app leads) to launch “Stay Home”. We used this language for the collection of stickers as well as for promotions across the app. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/8b14e85a-849a-422f-9690-2d7ffbea91c8/119815787_1034167070376671_8707794338283413795_n%2Bcopy.webp Instagram - Register to vote products At the start of the 2020 US Election cycle, Facebook Inc. committed to helping register 4 million Americans to vote. It was the civic team’s job to figure out the best ways to direct people to registration sites and give them reliable information. We ultimately launched story stickers, top-of-feed promotions, labels on posts, and the Voting Information Center. As the Content Designer, I wrote and helped develop the strategy for all voting products. I was responsible for creating most top-of-feed promotions on Instagram related to the election, including registering to vote, early voting, voting by mail, election day, election results, and presidential certification. I also helped develop the strategy for and wrote top-of-feed promotions throughout the Georgia US senate runoff election. The language in these promotions needed to be informative while remaining bipartisan. They needed to encourage action without being overly directive. They needed to appeal to eligible voters without bothering those who couldn’t participate. Instagram registration efforts ultimately drove 17.4 million clicks to voter registration sites. Across Facebook and Instagram, we helped over 4.5 million people register to vote. http://www.florencewen.com/new-page-2-1 daily 0.75 2026-02-01 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/67eaae53-9da2-430e-af97-c8ac667b7487/Screen%2BShot%2B2021-10-18%2Bat%2B10.43.16%2BPM.webp Facebook - Creator Studio The Publishing Tools team at Facebook created a centralized management space for users with multiple media Pages. As the Content Designer, I named and helped launch the initial version of Creator Studio. After completing a competitive audit of similar products, I proposed a number of possible names and drove consensus across app leads for the final name. I wrote the new user experience for Creator Studio as well as the UX content throughout the product. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/f5cd0936-71d3-4bbc-9165-ae2874346373/Screen%2BShot%2B2021-10-18%2Bat%2B2.30.22%2BPM.webp Facebook - Music rights management In order to protect the music rights of different users on Facebook, the Publishing Tools team launched multiple versions of Rights Manager. I renamed and established a new naming convention for the suite of Rights Manager products, which are now named according to their users (eg. Rights Manager for Creators). I wrote the UI content for each version of Rights Manager, which allows music owners (and other stakeholders) to set up rules for different audio assets. I also wrote the experience for when people’s content is affected by music rights, which includes notifications, takedowns, and appeals flows. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/73a599d0-30dc-48f2-914f-da415630316f/46361134_210619189833730_3873122548854030336_n.webp Facebook - Facebook Watch As the Content Designer responsible for growing Facebook Watch, I worked on the UX content itself as well as a number of marketing campaigns. I worked closely with the Product Marketing team to define terminology and align language for a coherent promotional experience in-product and off-platform. These campaigns focused on the features of Facebook Watch as well as the original content featured on it. I also worked on Facebook Watch promotions for specific events, such as sports games and election nights. I developed content for the Facebook Watch mobile app, website, and TV app. http://www.florencewen.com/content-strategy-at-instagram-copy daily 0.75 2021-10-19 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1634322419819-IFC1GVFDEPJDTE29TGR9/Let%27sGetVaccinated_MAS%2BSticker.png content strategy at SapientRazorfish https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1633987220130-F6RJHXU74QYUYR7IRNBQ/91171488_707816026623075_7702735339537825792_n.jpg content strategy at SapientRazorfish https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1634322492881-95Z39XPTCL4JDI5S5UBR/119815787_1034167070376671_8707794338283413795_n+copy.jpg content strategy at SapientRazorfish http://www.florencewen.com/new-page-2-1-1 daily 0.75 2026-02-01 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/b3a42911-387e-421b-94c6-bcffb59285e3/VLP%2BComp.webp SapientRazorfish - Fiat Chrysler Automobiles site redesign 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 UX 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. SapientRazorfish developed SDP, a platform through which FCA achieved its design, content, and technology goals. I was the Content Strategist on the account, SapientRazorfish’s largest marketing account. 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. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/89704fc2-f3f0-4a37-a1bf-9b5b33b093ad/image-asset.webp SapientRazorfish - State Street Global Advisors sales app State Street Global Advisors called on SapientRazorfish to build an iPad app for their sales team to replace their pitch books and on-the-floor resources. The SSGA sales team envisioned the app as a straightforward tool to aid their conversations and leverage relevant content (mostly investment research and commentary). So, the goal was to streamline the sales team’s process of finding, packaging, and surfacing content in the most intuitive and efficient way. The iPad App is an internal digital experience that can replace or augment the sales team’s printed pitch book. I was responsible for organizing and tagging the content most effectively as well as creating a content model for the developers. The content ranged from mutual funds to market insights to SSGA positioning pieces. After conducting stakeholder interviews and auditing the content, I created a concept definitions document for the design team, a taxonomy, and an associated tagging strategy. I then created a page-level content model for the development team to assist their buildout of the app. The content model served as a source of truth for every component of the newly designed pages; it captured each component’s elements and associated qualities for content authoring (ie. Field type, source, configure options, keywords, character counts, etc.). I provided support to the creative team through the design phase as well as to the development team during implementation. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/9c8acf0e-6398-4913-b618-d27e18a58b6a/Screen%2BShot%2B2021-10-19%2Bat%2B3.13.06%2BPM.webp SapientRazorfish - MFS site redesign MFS, formerly Massachusetts Financial Services, wanted to improve their internal global distribution sites during their migration to AEM. Previously, the distribution content lived on three separate sites, each with a unique structure and navigation. Sales material was duplicated across sites and communication across domains was limited. So, MFS wanted to figure out what content to keep, what content to get rid of, and what content to consolidate. Additionally, they wanted to standardize the distribution experience and create a singular site rather than three distinct ones. My job was to perform an audit of all the content and use the results as a foundation for the new streamlined site. My job as the Content Strategist conducting the audit was to evaluate the relevancy and quality of existing content on MFS’ distribution sites. Through stakeholder interviews, research, and deep dives into the MFS content, I provided a collection of curated content for the future state distribution site. I conducted an initial content audit, which provided high-level recommendations and outlined a framework for migrating content to the new site. Criteria for quality content was based on location, distinction, problem-solving, business management, dependency, compliance, and relevance. I then completed a detailed content assessment (a “keep, edit, kill”) to determine next steps for the audited content. Lastly, I developed a taxonomy and accompanying tagging strategy by identifying new tags and keywords. I presented the findings to a number of MFS stakeholders, introducing our vision for the streamlined distribution site and fielding any concerns about the redesign. http://www.florencewen.com/new-page-2-1-2 daily 0.75 2021-10-20 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1634742814120-XIW2S2LDMFXM6LS2G3JA/Screen+Shot+2021-10-18+at+10.43.16+PM.png Facebook (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1634588916449-WMIL98QHNERU8URW8GVM/Screen+Shot+2021-10-18+at+2.30.22+PM.png Facebook (Copy) https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1634692902694-XKT9Q8DKEQU1BPX9F6MJ/46361134_210619189833730_3873122548854030336_n.jpg Facebook (Copy) http://www.florencewen.com/spotify daily 0.75 2026-02-01 https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/6678784a-9277-481b-b277-03fccb4d3820/Jam-Image.webp Spotify - Jam In September 2023, Spotify launched Jam, a personalized listening session for any group. With Jam, listeners can choose the music together with a shared queue, invite friends, and get recommendations for their group. As part of the product team that developed the initial idea, I spent over a year designing features and content experiences for Jam. We optimized the product for remote and in-person listeners, as well as small and large groups. We designed a range of experiences for listeners who want to manually queue each song and listeners who want to get recommendations from Spotify. Now, Jam is available for all Spotify uses globally, making it easier for people to listen together everywhere. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/1afecbc5-385f-4e16-9ca5-7f4221e4ca94/spotify-wrapped-your-archive.jpg Spotify - Wrapped Listening Archive For Spotify Wrapped 2025, I helped develop the strategy and design for Listening Archive, a retrospective about the most exciting days on Spotify. Users could see their biggest listening day, their most off-brand day, their most Beyoncé day, and so on. As well as shaping the UI, I worked on the prompt engineering that defined the experience’s voice and output. The Listening Archive scaled to hundreds of millions of users and generated nearly a billion personalized narrative touchpoints. https://images.squarespace-cdn.com/content/v1/581a2c07d482e9494ba3d661/6c4a45e7-0c46-46c9-8265-24709fdda944/Screenshot+2026-01-27+at+10.22.13%E2%80%AFPM.png Spotify - Blend Blend is Spotify’s shared social listening experience, which generates playlists based on all of their tastes. People can create Blends with different groups of friends, or with their favorite artists. When we initially scaled the Blend experience, I was the content designer working on the end to end language. I then became the product designer for Blend, working on new features to make the holistic experience more customizable.