CONTENT & COMMUNICATION DESIGN
Designing a Zero-to-One DEI Content System for Amundi US
Defined the information architecture and content model for a public-facing DEI experience using fragmented executive and HR inputs.
MY ROLE
Lead UX Content Designer
TIMELINE
Jan. 2024- Mar. 2024
AUDIENCE
Clients, Prospects, Employees, Candidates
DELIVERABLES
Content Strategy, IA, UX Writing, Content Model
OUTCOME
Created a scalable DEI content framework for external audiences
OVERVIEW
I designed and authored an enterprise Diversity, Equity, and Inclusion (DEI) webpage for the Amundi US retail website, synthesizing unstructured source material from HR teams, executive leadership, public speeches, and internal communications into a single, structured content experience for external audiences.
With no existing webpage or established content model, I defined the information architecture, structured the narrative flow, and translated complex organizational messaging into clear, accessible web content. Content was developed within an established enterprise design system using approved typography, color standards, and page templates to ensure brand consistency and compliance across the site.
CHALLENGES
Balancing complex DEI content with the need for a clear, structured experience
Consolidating content from multiple stakeholders into a cohesive narrative
Avoiding generic or overly broad messaging often associated with DEI content
Using real HR data to increase credibility while maintaining clarity and usability
GOALS
Clearly communicate Amundi’s DEI commitments and initiatives
Create a structured, easy-to-navigate experience for exploring DEI content
Build credibility through specific, data-informed messaging
Align internal priorities with an external-facing digital experience
BEFORE
No centralized DEI webpage
Messaging scattered across HR, leadership, and internal comms
No defined structure or narrative hierarchy
AFTER
Single structured DEI content system
Clear structure separating company commitments, DEI initiatives, and supporting leadership and accountability content
Unified, externally-facing narrative aligned across stakeholders
INFORMATION ARCHITECTURE
I defined a structured content hierarchy to separate high-level commitments from supporting detail, allowing users to scan key themes before diving deeper using the anchored navigation for direct access.
KEY DECISIONS
I approached this project as both a content strategy and a user experience challenge. I balanced clarity and usability for a diverse audience, including clients, prospects, employees, and future hires. The decisions below map directly to a component of the final webpage, showing how strategic content decisions shaped the final user experience.
Defined a clear narrative from fragmented inputs
Worked with HR executives and senior leadership to align DEI messaging with organizational goals, recruitment priorities, and employee engagement initiatives.
Humanized the initiative through executive storytelling
Integrated leadership messaging into the experience to create a more credible and personal introduction to the DEI program.
Structured content around DEI program pillars
Translated a complex, multi-faceted DEI program into a visually structured system, making abstract concepts easier to understand and navigate
Supporting Design Decisions:
Use data to build credibility
Incorporated real HR demographic data to make the content more specific and trustworthy, avoiding vague or generic statements.
Create a scalable content model
Developed a flexible structure that could evolve with future updates, ensuring the page remained relevant as initiatives expanded.
USER FLOW EXAMPLE
User Navigation Model (DEI Program)
The page was designed to support non-linear navigation. A user lands on a visual overview of the five DEI pillars, then either scans for a high-level understanding or jumps directly to a specific pillar using anchored navigation. Each section works independently, so users can enter from any point without losing context.
OUTCOME
Transformed fragmented internal DEI materials into a unified, externally-facing content system
Enabled users to quickly understand the full scope of DEI initiatives and navigate directly to areas of interest
Organized complex and sensitive topics into clear sections that made the content easier to understand and navigate
Established a repeatable content model that supports future program expansion without redesign