The Active Reader
My Role: Researcher, UX designer, content designer, writer
Creative Challenge: The Active Reader, a Canadian children’s literacy company, needed to speak to educators and parents, two segments that are taxed on time and overwhelmed with messaging.
The Solution: After a content audit, I designed and led focus groups with parents and early childhood educators in the U.S. and Canada. The results allowed me to create a new content architecture for The Activer Reader’s website that would address our targets’ concerns, questions, and needs. I designed wireframes of each webpage, established a content strategy, and wrote the copy.
The result, in combination with talented designer Vika Lozovaya, is a fresh and winsome website that stands out from the clutter of overly cutesy, confusing, or unpolished competitors.
