Divya Voleti

A senior content marketing professional with both in-house, creative and performance agency experience across the insurance, B2B, FMCG and travel sectors across South-East Asia and Australian markets. My experience with small scale start ups and large corporations has taught me excellent stakeholder management skills as well as the ability to make autonomous decisions when needed.


My capabilities include: creating content for the sales funnel and different audience profiles, creating profile based content for brands, creating user focused product content for new products, as well as working with HR teams to craft employee communications for our customers.

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New (sub)branded customer experience

An overview: To announce the launch of our new business division in 2022, the marketing and customer experience teams were tasked with launching and new sub brand and bringing it to life via a digital channel strategy. 

The problem: One of the main owned digital channels, our website, was focused on the retail customer segment. Content for large business (C&I) customers was buried deep within this structure. It took an average of 6 clicks for the C&I customer to access information relevant to them. 

The solution: Using a design sprint-inspired process, we wished to change the content delivery from a product led style to a solutions-based style to showcase the breadth of our offering and build credibility. 

My role: Content strategist, UX researcher and UX writer. I supported the UX agency in conducting user interviews, mapped the customer journey and plotted existing content against it, and re-framed our content to fit our delivery platform. My work on this project also involved delivering sample wireframes for the agency to then develop into high fidelity mockups.

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User research

Understanding customer truths through in-depth interviews.

Process
Customer insights
Distilling insights for the website

Customer journey mapping

Breaking down the key messages by segment and identifying roles for crucial digital platforms. 


Final designs (mock ups) 

The final output was a dedicated microsite that focused entirely on the C&I customer, bringing our new sub-brand to life. Design rationale is based on the insight that C&I customers don't usually buy off-the-shelf products and they often looked to other industry leaders before making heavy investment in renewables. So, instead of leading heavily with a list of products on offer, we invested in case studies that showcased how we were partnering with customers, across industries, to create solutions unique to their needs. 

The new website architecture was tested with customers for utility and ease of finding what they were looking for. 

New Website (old version unavailable for comparison as it went offline once the new version was developed)

Key Takeaways

This project was a masterclass in stakeholder management. It also taught me how to play with content positioning and strategic internal linking to take customers on a purchase journey. Through this exercise, I learned how to conduct effective customer interviews. This project also put my design thinking skills to the test!