My Role
Copywriting & Information Architect
Developed content strategy for product descriptions
Created consistent naming conventions
Structured technical specifications
Organized product categories and hierarchy
Collaborated with stakeholders to gather accurate product information
The Challenge
Local kitchen cabinet retailers often struggle to present their extensive product lines in a way that's easily digestible for customers.
Beaverton Kitchen Cabinets needed a catalog that would:
Help customers understand product specifications without feeling overwhelmed
Make technical information accessible to non-experts
Enable quick comparison between different cabinet styles and materials
Drive confident purchase decisions
Process
Content Audit & Research
Analyzed existing product documentation
Interviewed sales staff about common customer questions
Reviewed competitor catalogs
Identified pain points in customer decision-making
Information Architecture
Created logical product groupings
Developed consistent templates for product descriptions
Designed scannable specification tables
Established clear naming conventions
Content Development
Wrote clear product descriptions
Simplified technical specifications
Created a standardized format for measurements
Results
Reduced customer questions about product specifications by providing clearer information upfront
Created a scalable template for future product additions
Established consistent voice and terminology across all product descriptions
Sales staff reported easier customer conversations with the new catalog as a reference
Key Learnings
The importance of balancing technical accuracy with readability
How consistent formatting helps users compare options
Ways to structure complex information for different user needs
