PORTFOLIO
Drew Mayer
(MACFARLANE)
Content Designer
UX Strategist
Journalist
About me
I’m a jack-of-all-trades content specialist.
I’ve spent eight years of my professional career learning new ways to create and support content development.
Whether it’s in a fast-paced newsroom setting or working on a strategy project that deserves more time and in-depth journey development, I’ve done it all.
My background includes leading content development for household names like UPS and The Weather Channel.
Outside of work, you can find me on the ice hockey rink, traveling with my wife to ski someplace new, going to a concert or enjoying a long run.
FEATURED PROJECTS
01
UPS.com Global redesign
Tearing down and completely rebuilding a Fortune 500 company’s website.
THE CHALLENGE
UPS.com was too big and confusing. Customers were having a hard time finding what they wanted.
Research showed that 76% of customers couldn’t find what they wanted in our 300,000 pages.
So… we tore it all down and started from scratch.
THE VISION
Make it simple.
Make it easy.
Make it beautiful.
THE PROCESS
Cut the Fat - Reduced pages by 98%, while still keeping the top 20% most-visited pages.
Simplify It - Created easy content that covers the top five tasks: shipping, tracking, billing, claims and support.
Create a New Look - Created a brand new design system to balance imagery, color and content.
SEE THE CHANGE
THE RESULTS
LARGEST NPS INCREASE
+16
Net Promoter Score increased to 42 over three years, the largest increase ever.
BETTER FOR CUSTOMERS
+20
Consumer mobile experience increased 20 points in Forrester assessment.
EASY TO FIND
+124%
increased organic search impressions and 50% higher clicks YOY.
HIGHEST SEO AUTHORITY
+5
Increased SEO authority by five points to 89, beating all competitors.
BETTER FOR BUSINESSES
+12
SMB desktop experience increased 12 points in Forrester assessment.
easy to do
25%
faster for customers to complete their tasks.
SHARE OF WALLET
+18%
We saw a boost in customer willingness to use UPS over competitors.
BETTER DESIGN
41%
Decreased bounce rate from the ups.com home page.
Easy to use
75%
of customers found what they wanted through site navigation.
02
‘Never the same year’
A deep dive into the history of Scituate, MA - a city plagued by damaging nor’easters - and how sea level rise paired with increased storm activity are affecting the lives of longtime residents.
Article: Drew Mayer (MacFarlane)
Video: Drew Mayer (MacFarlane), Kevin Hayes and Will Jauregui
EXPERTISE
Content Design and Strategy
UX Design
Content Management Systems
• Adobe Experience Manager
• Drupal
• OpenText
• WordPress
Copywriting and Formatting
Figma
Adobe Photoshop
A/B Testing
AWARDS
2024 Webby Award Honoree
• Best User Experience
2019 Eppy Award
• Best News Feature Over 1M Monthly Visitors
2017 New York Press Club Award
• Hurricane Matthew Coverage
2017 New York Press Club Award
• Best Website
2017 Edward R. Murrow Award
• Best Network TV News Website
2015 Associated Collegiate Press
• Multimedia Story of the Year Finalist
