About: Electrical Engineering Resource is a content-based microsite that focuses on specific services, products, and case studies for a vertical market.

Amplfy engagement and thought leadership for a vertical market that will enhance users’ experience allowing engineers to locate product specifications, training and installation resources, product and application manuals for electrification business unit.

Key Results:
Avg. Time on Site (2:21): +18.52%
Engagement: +89.91%
Site Usage: +300%
Return Users (MOM): +25%

Fun fact: Through discovery, we learned that the site is being used by educators as a teaching tool!

The following summarizes the process and activities that I’ve planned and executed.


Stakeholder interviews
Competitve research
Keyword research


Insights evaluation


Use cases
Content strategy
Mock ups

Design & Measure

Usability testing
Google Analytics
Usage analytics

Discover & Define

The objectives of my research were to identify: what the business and user goals were, what worked and not worked on the brand’s global site, the different activities that should be implemented to deliver a consistant experience for the readers.

  • Address the product specification requirements for engineers
  • Organize, structure, and label content in an effective and sustainable way
  • Meet business requirements and development needs
  • Responsive, mobile-first approach


I compiled all data, objectives, and personas into a Powerpoint presentation, then met with stakeholders and account managers where I helped them:

  • Create use cases and content strategy
  • Extract requirements from use cases and noted themGroup notes by user tasks
  • Sketch a page structure and prioritized content blocks (mobile first)
  • As a result, I created a mock up of an agreed and feasible solution

Design & Measure

After a design review and few iterations, I built the design on WordPress based on usability testing insights and content strategy. In addition, I integrate Google analytics and site performance measuring tools.