When I was a kid, my two favorite activities were sorting objects and making new friends. As an adult, these pastimes have transformed into the foundation for my user experience design and content strategy expertise.
Turns out organizing Halloween candy first by color, then by size, then by priority (different occasions call for different sweets!) is a precursor to designing site layouts and authoring experiences—and roping other kids into playing games we make up together isn’t so different than building stakeholder relationships that help new ideas come to life.
I offer a keen eye and rich experience in a variety of discovery- and design-phase practice areas for digital experiences:
- Workshop facilitation and requirements gathering: identifying stakeholder goals, audience needs and jobs to be done, brand narrative and editorial guidelines, feature and CMS architecture requirements, and governance strategies
- Structured content: content modeling and authoring experience (AX) design—I’m a Contentful Certified Professional, have worked extensively in Drupal, am familiar with WordPress and HubSpot, and love learning new headless and traditional CMS, LMS, and CRM platforms in partnership with technical development teams
- Information architecture: sitemaps and navigation hierarchies, taxonomy and vocabulary development, on-page layout and user experience design (including accessibility), and editorial outlines that connect brand messaging with visual expression
- Project and creative leadership: aligning client-side marketing, product, and IT teams, serving as creative director for visual/UI designers executing UX strategy direction, supporting UX research processes, liaising with data engineers and software developers on content architecture, and translating between all practitioners and stakeholders to ensure high-quality delivery
While my specialty is digital transformation-focused UX and content strategy, I also have experience in marketing-oriented content structure and editorial strategy, including CRM and marketing automation, lead generation and nurture flows, segmentation and personalization, SEO, campaign and channel optimization strategy, and messaging development across social, email, and website. With this background, I bring a fully integrated and strategic content ecosystem lens to digital experience and can consult across diverse stakeholder and organizational priorities.
Additional clients
Let’s connect!
I love digging in on complex UX and content strategy challenges involving content and information architecture, stakeholder team alignment, and product ecosystem design and creative direction. I’m available to support a range of enterprise, medium-scale, and small business website redesign or digital transformation projects in planning, discovery, design, and development phases. I can also speak at your event on content strategy and team leadership topics.
You can also learn more about my creative connector practice, which leverages my eye for system-level thinking, solutions strategy, and interpersonal facilitation through projects that bring people together in new (and sometimes life-changing) ways.
Sabina Leybold 