Project.
Hum
Marketing Verizon’s connected-car product.
AGENCY: Rokkan
YEAR: 2016
These days, many new cars include connectivity technology that enables drivers to use their phones to track mileage, get speed alerts, receive maintenance reminders, and so forth. But what about older cars?
Hum is a combination hardware/software product from Verizon that upgrades outmoded vehicles with similar connectivity features. Verizon hired the digital agency Rokkan to overhaul the Hum app and redesign the product’s marketing website. Rokkan brought me on as a freelance content strategist to lead the content planning for the marketing site, working closely with the agency’s design, strategy, and UX teams.
The original site didn’t do an effective job of explaining the product or why users should want one. And the support section didn’t include enough clear, easy-to-understand information for existing customers or potential ones. Solving these issues was a top priority.
After performing a straightforward content audit of the existing site, I devised an updated sitemap that reflected the Hum site’s new emphasis. I developed and presented an extensive competitive analysis that looked at the digital marketing approach of Hum’s direct competitors, as well as potential inspirations in the “internet of things” and consumer-product spaces (including Nest, Casper, and the August smart lock).
I also presented a lifestyle-oriented approach for the site’s blog; a clear strategy for structuring and developing the crucial FAQ section; and a more intuitive category scheme for the product’s dozens of features.
Check my work.
