While exploring ways to leverage and translate my brand and marketing experience into the UI/UX space, I took on a UX Content Strategy case-study exercise focusing on food-sharing mobile app Olio. The process kicked off with researching and auditing Olio’s current content and their competitors. Findings helped define Olio’s current USP and target audiences, while also unearthing opportunities to optimise the user experience of the Olio customer journey and brand. This would be housed within the idea of a customer acquisition campaign which could be scaled to be an evergreen campaign.

Finding inspiration in the value and ideal of “The Common Good”, I was able to consolidate the many user profiles into 3 reason-driven personae. Ideating an onboarding wizard would help sort new customers into bespoke, more educational content journeys based on the personae defined. Tone of Voice was edited to be less heroic and more action-oriented, and graphics were consolidated to a singular, more light-hearted aesthetic. Everything comes together within the “Give Away Good” campaign, with examples of execution across different channels.