Case Study
Pilot Company
Redesigning the enterprise website to improve usability, accessibility, and conversion—while telling a consistent brand story across a complex, evolving business.
The Challenge
The existing site no longer reflected Pilot’s brand or the needs of its users. Information was hard to find, accessibility was low, and content wasn’t built to scale with the business.
Difficult Navigation
The site was difficult to navigate and visually inconsistent, creating a labyrinthine experience that obscured key information.
Accessibility Gaps
An inaccessible experience created barriers for users and introduced risk across the organization.
Content That Didn’t Scale
Content lacked structure and consistency, making it difficult to update, reuse, and govern. This was especially notable in the extensive FAQ system.
My Role
I led content design and UX writing for the site redesign—aligning with design and development to deliver a scalable and accessible experience that served all customers and their needs, from weekend trippers looking for snacks to long-haul drivers planning interstate fueling routes.
- Led content strategy, information architecture, and UX writing across the experience
- Defined content models, templates, and governance for scalability
- Partnered with design and engineering to prototype and build landing pages in Figma
- Established and scaled a consistent voice and style via updating internal brand guidelines
- Collaborated with stakeholders across product, marketing, and legal to organize information
- Wrote and edited copy for all site landing pages and navigation
- Developed campaign copy and creative ideas for ongoing brand initiatives
Selected Contributions
Content Strategy & IA
Built a scalable content strategy and information architecture aligned with user needs, business goals, and findability.
UX Writing for Website & App
Wrote clear, action-oriented copy for templates, components, and key moments that guided users and reduced friction.
FAQ Overhaul
Modernized Pilot Company’s extensive FAQs section, resolving duplicate, inconsistent, and outdated content across web and mobile while rebuilding entries and writing new ones in ContentStack for scalable content parity.
Accessibility
Contributed to accessibility improvements in collaboration with design and development to support WCAG standards, elevating the website from a 10/100 accessibility rating to a 90/100.
Before & After
Before
Outdated design, cluttered navigation, and unclear content hierarchy made information difficult to find.
After
A modern, unified experience with clearer navigation, stronger content structure, and focused actions.
Before
Odd framing and broken assets made the user experience difficult to navigate and trust the brand.
After
Streamlined content and reusable components made key information easier to trust, scan, and act on.
Results
The redesign delivered measurable improvements in usability, accessibility, and business impact.
+80
Accessibility Score Increase
WCAG standards improved from 10/100 to 90/100.
+32%
YoY MAU Increase
More monthly users engaging with the site.
~20%
Conversion Rate Lift
Increase in key conversion rates.
Scalable
Content System
Reusable components and brand guidelines for consistency across both web and app experiences.
Project Gallery
Reflection
This project reinforced the power of systems thinking in content design and development. By investing in a scalable block system for content structure, we created a foundation that could grow with the Pilot brand as it continues to evolve. I’d like to credit the amazing team of designers and developers on Pilot’s web pod that helped make this project possible. This wouldn’t have happened without them!