Target.com Baby Gear Buying Guides

content strategy • copywriting • site merchandising

During a time of team transition I stepped in to drive a project to develop Buying Guides for Baby products in partnership with the Baby Center. I was responsible for setting the direction, project management and creation of all assets from start to finish.

I authored overarching content strategy for this project and worked to obtain buy-in from multiple stakeholders. Next, I created low fidelity wireframes, wrote all copy and drove design work. I also worked with Product Taxonomy and Search teams to ensure copy aligned with existing product categories and terms appearing in user searches.

The buying guides drove an above average conversion rate ranging from 2.2% to 5.6%.