Content strategy: User stories & information architecture

The video outlines the development of a content strategy for Hayes Valley Interior Design, starting with a user story and moving into information architecture. The team identifies two main user personas: homeowners renovating and those building new homes. Despite different projects, both personas share a key goal—seeing high-quality design work to confidently choose a designer. The strategy focuses on showcasing inspiring design to build trust and authority, while also addressing process and pricing concerns. The resulting information architecture includes a homepage linking to a portfolio, process, team, and contact page—reflecting the firm’s true goal: encouraging potential clients to reach out. Ultimately, the website won’t close sales but will support the business by prompting contact through clear, trust-building content.
Source: Webflow