Overview
Content discovery, audience segmentation and site consolidation for Valgdirektoratet's public voter-information website, bringing three separate sites together under one information architecture.
Who This Is For
Regional rail networks, transit authorities, or public transport operators with 500-10,000 employees managing marketing and communications strategies across digital channels. Typically seeking to improve content distribution, social media effectiveness, and organic search visibility to reach and engage riders across their service areas.
The Challenge
Valgdirektoratet's voter-facing web presence was split across three separate sites, with content built up over successive parliamentary, county and municipal election cycles rather than designed around who was actually using it: voters, journalists, election workers, and audiences with specific needs such as Sami-language voters. The organisation needed a single site with content structured around real audience segments rather than internal election-administration categories.
What We Propose
Working within Making Waves in November 2016, Russell led content discovery and audience-segmentation work ahead of the redesign: auditing the existing site content and documentation to confirm what the client itself identified as essential to migrate, mapping audience segments (voters, media, election workers, and Sami-language users as a distinct pathway), and defining an information architecture and editorial workflow to bring three sites' content into one, working closely with the client's web editor throughout.
Why It Matters
Audiences over administration - content organised around who needed it (voters, press, election-day staff) rather than the directorate's internal structure. Minority-language consideration built in - Sami-language voters treated as a distinct audience needing their own pathway, not an afterthought. Discovery before deletion - a content audit grounded in what the client's own documentation identified as essential, so consolidation didn't lose material voters actually needed.
This work was delivered while Russell was employed at Making Waves. Any public information referenced here is used for identification and does not imply endorsement.
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