Maxim at Home
Role: Content & UX Strategy, Visual Design, Creative Direction
July 2021 - September 2022
Independence, redefined.
Maxim at Home is a platform and a movement connecting families to trusted, compassionate companions in their community. Maxim at Home’s easy to use platform provides assistance with socialization, light housekeeping, meal preparation, pet care and more - alleviating stress on families and allowing clients to live life on their terms. By empowering communities through awareness and compassionate support, the MAH movement strives to fight social isolation and break the stigma of receiving help at home.
Contribution
Oversaw UX content strategy on all digital user platforms and products, including app/web UX writing, long-form blog writing, marketing collateral copywriting, social copy, and scriptwriting.
Set creative direction for overall brand including imagery, visual UX design, client-portal UI sprints, front-end website UI, illustrations, stock photos, and promotional video.
Established MAH Writing Style Guidelines & UX Writing - Client Portal content for optimal user sign-ups.
Spearheaded copy A/B testing across the entirety of the product journey and communicate out those learnings.
Crafted wireframes and IA development for front-end web development.
Drafted UI design and creative mockups in collaboration with IS team on back-end client portal sprints.
Creating the creative
UX writing & content strategy
Similar to Maxim’s core brand, Maxim at Home’s values and dedication toward strengthening communities are always first and foremost.
We conducted a one-day workshop (snacks and lunch provided, of course) to work through the new businesses’ core values. Some questions we explored during our workshop included:
- What attributes do we want to communicate as a brand?
- How do we want our families and companions to feel while interacting with our brand?
- What attributes from the core brand don’t work or wont work for Maxim at Home?
- What could we carry over?
- Can we lean on Maxim’s credibility of 30 years in the industry, while still distinguishing MAH as a completely different brand?
Establishing writing guidelines, rules, and standards for MAH was essential due to the complex nature of vendors and contractors involved. With various teams working on digital products, governing a standard to ensure style consistency was pivotal.
Creating a straightforward, clear IA
After much research, we realized that grouping the main navigation into three groups geared toward families (clients),, companions (workers), and the standard informational pages (About, Team, Locations) made the most sense for Maxim at Home.
Content outlines of IA pages helped map out the purpose and CTA of each particular section on the external site.
We worked diligently with our internal UX team as well as our external UX design vendors to start wireframing content sections and establish an idea for page flow and distribution.
