Strategic web design for business outcome.
IDENTIFY OPPORTUNITIES. CHART PLANS. SEE RESULTS.
Hi, I’m Xinyuan Zhang. I craft high-performing website content, email campaigns, and marketing materials that get results. With 3 years of experience, I've helped organizations like yours increase website traffic and generate leads.
My passion? Creating user-centered experiences through clear, concise, and engaging content. I’ll help your product/brand speak clearly and achieve KPIs.
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Selected Works
Content strategy for national lab
Crafting strategic narratives for the National Centralized Repository for Alzheimer's Disease and Related Dementias (NCRAD) website to increase impact and clarify action.
To enhance NCRAD’s website, I created a content strategy after a stakeholder workshop and usability testing sessions. After identifying 12 key pages, I wrote content and created Figma mockups with the graphic designer on our team. The mockup was implemented, transforming the national repository into a proud site, ensuring a seamless user experience and engaging copy that matches the organization's industry-leading position.
#ContentStragety #UsabilityTesting #WebWriting
BOOSTING the digital presence of Bloomington’s local Arts Alliance
Designing and building the website of Arts Alliance of Greater Bloomington, resulting in a 3x traffic increase compared to the past version.
I led the collaboration with the Arts Alliance of Greater Bloomington (AAGB), focusing on telling the non-profit organization's story and showing its impact within the community. You'll discover essential project insights and detailed accounts of our strategy, where we harnessed the power of design to elevate the Arts Alliance’s online presence.
#Workshop #InformationArchitecture #WebContent
Serving students with IU Graduate School’s new website
Auditing, researching, and rewriting the website for IU’s Graduate School Bloomington to better serve students.
The Graduate School Bloomington serves more than 10,000 students post their graduation from college. To improve the usability of the website, especially by making it easier to find information about financial aid and career resources, we audited the previous site to carefully create an updated information architecture.
I rewrote the site content to make it more conversational and engaging.
The greatest feat of this project is how our team collaborated with 17 stakeholders, each having their own day job and events to manage during the project.
#ContentAuditing #WebWriting #StakeholderManagement
Demo video of DentaPal, the AI-powered mobile app to streamline dental care journey.
Passion project:
Reshaping dental care experience with AI
Dental care is stressful and expensive. In the US, 25.9% of Americans have untreated dental caries. We, a team of Hoosier HCI/ders, want to empower patients and transform the dental care experience.
Our current design is an AI-powered mobile app combining instant symptom analysis, personalized dentist matching, and seamless record sharing. We aim to streamline the entire dental journey, making it more accessible, efficient, and stress-free.
DentaPal - MUSE Creative Award Silver Winner
#AI #ContentDesign #DentalCare #HealthTech #MobileApp