Carl Hoffman

carlhoffman.com

Overview

Challenge

Developed a dynamic, easily updatable website for award-winning author Carl Hoffman, enhancing his online presence and engagement with a global audience.

Outcome

Collaborating closely with the client, I conducted a comprehensive analysis of the target audience's needs, developed a strategic information architecture, and proposed an intuitive layout to enhance user engagement.

Utilizing WordPress, I developed the website, integrated compelling content, implemented Google Analytics for data-driven insights, and established a dynamic online presence for the critically acclaimed author.

Company

Carl Hoffman

Carl Hoffman is the author of the critically acclaimed New York Times bestselling Savage Harvest: A Tale of Cannibals, Colonialism, and Michael Rockefeller’s Tragic Quest, which was a New York Times “Editor’s Choice,” a NY Times best seller, one of the Washington Post’s 50 notable books of 2014, a Kirkus best book of 2014 and the number one non-fiction book of 2014 on Amazon.com. The Lunatic Express: Discovering the World via Its Most Dangerous Buses, Boats, Trains, and Planes, was one of the Wall Street Journal’s ten best books of 2010. He is a former contributing editor to National Geographic Traveler and Wired magazines and his narrative pieces have also appeared in Smithsonian, Outside, Men’s Journal, National Geographic Adventure and many other magazines. He has traveled on assignment to eighty countries and is the father of three young adults. He lives in Washington, D.C.

Info

Role

UX / Front-end Development

Team

Me

Engagement Length

1.5 months

Tools

Figma, Wordpress, Google Analtyics

Understanding the problem

Why are we doing this?

1

Business Side

Carl Hoffman sought to minimize time spent on website maintenance by creating a centralized platform where fans could learn about his work and purchase his books.

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2

Customer Side

  • Centralized Information Hub: The website serves as a one-stop destination where readers can access comprehensive information about Carl Hoffman's work, including detailed descriptions, reviews, and direct links to purchase his books.
  • Enhanced Engagement: The site offers readers a deeper connection with the author through blog posts, interviews, and updates, fostering a more intimate understanding of his writing process and inspirations.
  • Ease of Access: With a user-friendly design, readers can effortlessly navigate the website to find information about upcoming releases, events, and other relevant content, ensuring they stay informed and engaged.
  • Direct Purchase Links: The website provides direct links to purchase platforms, streamlining the buying process and making it convenient for readers to acquire Carl Hoffman's books.
Approach

Discovery

Through a series of meetings, I worked closely with the client to define and clarify their goals for the website. I conducted a thorough audit of the provided assets, categorizing them to ensure a clear and organized structure. Based on these insights, I developed a streamlined information architecture that would facilitate an intuitive user experience, ensuring visitors could easily navigate the site.

Next, I evaluated a selection of WordPress themes, carefully analyzing them against key criteria essential for the project’s success:

  • Cost: Ensuring the solution aligned with the client’s budget.
  • Upkeep: Assessing the ease of ongoing maintenance and scalability.
  • Branding Flexibility: Ensuring the themes could be customized to match the client’s unique brand identity.
  • Customization Potential: Evaluating the extent to which each theme could accommodate custom components and future enhancements.

After presenting the options and receiving client approval, I developed a comprehensive project plan. This plan outlined clear milestones, timelines, and deliverables, ensuring the website would be ready in time for the launch of the new book and accompanying press tour.

Throughout the process, I maintained open communication with the client, providing updates and recommendations to ensure the project met their needs and expectations at every stage.

The build

Content Layout

Each book was treated as a unique story, requiring a customized approach to showcase its essence. I worked closely with the client to integrate images, quotes, videos, and scannable copy, ensuring each section was engaging and reflective of the book's themes. The goal was to make the content both visually compelling and easy to navigate for readers.

The client was pleased with the outcome, and the website was delivered on time, perfectly aligning with the timing of the book tour. The result was a site that not only told each book's story but also enhanced the overall promotional experience.