Challenge
Transform the Electronic Transactions Association's extensive website, transforming dense, industry-specific content into clear, user-friendly language. Effectively communicates ETA's value to its diverse audience–from financial institutions and tech innovators to policymakers and industry newcomers–while emphasizing ETA's role as the payments industry's central hub.

‍Work
‍Analyzed and reorganized over 100,000 words of industry content. Developed a new information architecture to improve user navigation. Crafted clear, authoritative copy that distills ETA's key functions. Created a hierarchy of information to guide visitors through ETA's multifaceted offerings.