Content & UX Strategy

Taking a data-driven, holistic approach to solving digital dilemmas, guided by our citizen-centric mission

Our clients’ sites need to serve complex and wide-ranging user needs, house mountains of content, and keep design as accessible and useful as possible. Tackling these challenges requires a different breed of digital strategy.

Our Content & User Experience (UX) Strategy team collaborates across disciplines to create beautiful, functional, meaningful solutions that stand out by undermining the stereotypes of dysfunctional government systems.

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Custom strategies for continuous improvement

Our project process looks at website design, development, and maintenance as a cyclical commitment to ongoing improvement and innovation. Our Content and UX Strategy team not only supports major site migrations but also helps tailor solutions for more targeted projects. From finessing the interface and script for an online chatbot to streamlining complex payment and application processes, we treat every site improvement as a chance to improve the lives of the everyday individuals who depend on public services and information. 

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Data-driven insights for maximum impact

Thanks to our Voice of Citizen® and Voice of Patron® analytics platform, our Content & UX Strategy team is also able to make sure that their targets and recommendations are backed by real data from the more than 15 million people who use I.F. platforms every day. We can create solutions that we know will work not just because of the best practices and expertise we use to build them but also because of our unique data-backed insights into how users actually interact with public sites.

Learn more about Voice of Citizen® and Voice of Patron®, our proprietary research tools.

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Industry experts with a sixth sense for sticking points

Our team’s combined expertise and experience with municipal and government clients helps us work efficiently and creatively to solve site problems, sometimes even flagging issues before they happen. Through our cross-disciplinary, collaborative approach, we can shed light on the root of the problem, quickly generate potential paths of action, and implement solutions with immediate impact.

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User-centered design with a content-forward twist

Our user-centered design process helps us create online experiences that work equally well for internal stakeholders and first-time visitors. We work with our clients to adopt a user’s point of view at every stage of the process, from our discovery of a site’s challenges and opportunities to the final visual design.

Our design team gears their aesthetic to support user success, incorporating best practices, unique lessons learned, and repeated testing in every project. The resulting sites not only look fresh and modern but also support a streamlined, low-friction experience for the people who rely on them.

We also recognize the integral role that content plays in the success or failure of a site. Our content-forward approach looks at clients’ real-world content needs and assets from the earliest stages of our process. We also provide our clients with proven methods for getting web content teams organized, streamlining their systems and governance, and incorporating best practices for content creation and maintenance within the evolving ecosystem of their site. By weaving content strategy and training throughout each phase of our project cycle, we keep content, information architecture, and design working in harmony and avoid the late-stage content bottlenecks that can plague site rebuilds or new feature launches.

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We are inventive, data-grounded solution-seekers.

Our mission is to be an advocate for the user and a strategic partner for our clients. Our team of subject matter experts includes research, design, content, and strategy professionals who collaborate to align I.F.’s processes and create the best possible user experiences.


Meet the team

Our content-forward process helps our clients think differently about how writing can build communities. It’s one of my favorite parts of the job.

- Kirsti Kenneth, Content Strategy Lead