Emily Anderson introduces herself as a Creative Strategist and Content Specialist who leads the design and implementation of innovative content-driven platforms using UX/UI best practices. She identifies opportunities by interviewing users and stakeholders to understand their behaviors and find insights that inform her design and writing decisions. The document then discusses Emily's process of identifying, planning, designing, testing, and building experiences that are intuitive across all personas and media environments. It provides an example of a project for Einstein Healthcare Network where she led user research, formulated personas and insights, and designed solutions for different audience groups.

1. Hello. I’m Emily Anderson.
As a Creative Strategist and Content Specialist, my clients
hire me to evolve the customer experience across all
channels and touchpoints.
I lead the design and implementation of innovative
content-driven platforms with UX/UI content and design
best practices.
Opportunities are everywhere.
By asking questions—interviewing users, future users,
stakeholders—I find a specific space where a business
can thrive. Understanding behavior of the involved parties
allows me to find insights that inform my design and
writing decisions.
Emily Anderson
Design Thinking

2. How do I go about it?
Identify
Plan
Design
Test
Build
I always create experiences so they are naturally
intuitive across all personas and media
environments.
Creative Process
U s e r E x p e r i e n c e D e s i g n

3. Einstein Healthcare Network
Content Strategy Program
Challenge:
Build a content strategy platform and engagement program
to bridge the communication gap between financial
benefactors, key stakeholders, future donors, and leadership
at all levels.
Produce a brand heritage book to capture the history and
present it in a timeless, relevant way.
Design a digital storytelling experience to complement a
printed book and live events.
Create engaging and informative content for legacy audience
as well as for non-secular audience.
Tell the story in a new way and make it beautiful, modern,
relevant, and responsive.

4. BIRTH OF A HOSPITAL
Einstein Healthcare Network began in Philadelphia, the cradle of Democracy, the birthplace of America. The
year was 1866 when JH opened. It was a hospital based upon the most basic freedoms woven into the fabric
of this country. The constitution. All men are created equal. Introducing and enlightened version of hospitals
as places of healing, where medical research was an integral part of the program, and place that welcomed
all people of all backgrounds. response to to the needs of a changing population. Serving soldiers returning
from battle, many of them Jewish and African American, unable to find treatment elsewhere, they were
giving the higher standard of care available at the time. No one was ever turned away because of their creed,
the color of their skin, or their country of origin.
They sent a letter to President Abraham Lincoln, secured financial support from the Jewish Community, and
founded a hospital that would be a leader in what came to be called the modern hospital movement,
forwarding the rise of specialized care, advancements in maternal health, and the incredible impact of the
nursing on healthcare today.
Einstein has evolved, but its unwavering commitment to social justice and excellence in healthcare
continues. It’s heritage is deeply rooted in the community that came together for a higher purpose, and
continues to thrive because of the shared commitment to the cause.
Einstein and innovator in the field of healthcare, but its more than that. Einstein keeps possibilities alive, and
hope for a better future lives on.
Identify: Einstein Healthcare Network
Conduct user research into key drivers for intended audience.
Uncover hidden stories and turned them into brand assets.
Access ethnographic information, identified audience as three
distinct personas.
Build on the brand’s position as an integral part of the
Philadelphia history, and take advantage of the deep ties to
cultural groups, conceptualize a brand narrative with visuals and
materials curated and organized according to brand values,
revenue centers, and key populations.

5. Role:
Led user research. Formulated surveys, conducted
interview collated and translated research into valuable
insight. Analyzed search traffic, page views, and user
journeys on web site.
Insight:
Identified that there is an interdependency among the 2
personas and they consume and interact with EINSTEIN
differently.
Design Decision:
This not only prioritized focus for what part of the features
to fully flesh out, but also concretely identified the points of
entry for each persona.
benefactors
future patrons
Identify: Personas

6. Persona: Benefactor
Insight: Benefactor has interests in alignment
with Einstein, with a multi-generation financial
commitment to the hospital.
Opportunity: Major contributors to many of
Philadelphia’s cultural and non-profit institutions.
Primarily Jewish with strong commitment to
promote Jewish Philanthropy. Limited technology
usage. Facebook and email. Not mobile users.
Design Decision: As primary consumers of the
printed product, all design was based upon
Accessibility Standards, accuracy of information,
recognition, and emphasis upon the Jewish
Cultural influence on the Hospital’s success.

7. Bio + Demographics:
- 65+ years old
- College Educated
- Retired
- HHI
- Facebook/Email
Goals:
-Contribute to social
impact organizations
-Prestige + inclusion in
“donor circle”
(subconsciously)
-Elevate and reframe
Jewish American
experience
Persona: Benefactor
Behaviors + Habits:
-Makes major charitable
contributions
- Aware of historic significance
of the hospital but not many
significant aspects
-Understands services and
location
Features Needed:
- Accessibility Standards for design
and layout, and digital elements,
access via Facebook
-Justify donations
- Significant historical details
- Emphasize hospital achievements
- Subtle recognition of donors
- VR program for special events

8. Design Solutions: Benefactor Given book at
annual gala.
Live video
streaming.
Animated slide
presentation
begins
Content and
images
incorporate story
of the Jewish
Philanthropy
movement
Images and first
person narrative
audio
for more
informationVR Display on-
site
Dynamic
Experience
Showing
history of
hospital

9. Identify: Future Patron
Insight:
Identified an unexpected fourth persona in the form of
“aspirational patron” who is socially minded, financially
committed to community programs, but does not have a
perceived personal connection to the the Einstein mission.
Opportunity:
Not only does the Aspirational Patron have interests in
alignment with Einstein, but they also have personal experience
with the hospital itself.
Design Decision:
Found ways to integrate multi-cultural stories, such as African
American Civil War veterans treated by the hospital, included
images, and clickable VR experiences to bring user into the
story.

10. Bio + Demographics:
- 35 years old
- College Educated
- Professional
- HHI
- Facebook/Smartphone
Goals:
-Contribute to social
impact organizations
-Prestige + inclusion in
“donor circle”
(subconsciously)
-Reframe African American
experience
Persona: Future Patron
Behaviors + Habits:
-Makes charitable
contributions through work
-Not aware of historic
significance of the hospital
-Understands services and
location
Features Needed:
-Justify donations
-Ways to make ongoing
connections and express
relevance to modern day

11. Design Solutions: Future Patron
Clicks on link to
micro site via
enewsletter
Animated slide
presentation
begins
Content and
images
incorporate
multi-cultural
history of
hospital.
Images and first
person narrative
audio
(Link) for more
information
Browses
through first
person stories,
past impact
and current
impact.
Register for
more
information,
news, events,
and stories.
Ways to Help
Button

12. Secondary Research
Temple University’s Urban Archives
Documents the social, economic, political, and physical
development of the greater Philadelphia region
throughout the 19th, 20th, and 21st centuries.
Special Collections Research Center documents the
development of the region through a wide variety of
organization records including local businesses,
Pennsylvania Railroad Company, and Friends
Neighborhood Guild, Housing Association of Delaware
Valley.
Local TV newsreel footage from KYW and WPVI
Myer and Rosaline
Feinstein Center for
American Jewish
History Oral Histories
African American Migration to
Philadelphia Oral Histories
4 million images and 7 million news
clippings from the Philadelphia Evening
Bulletin provide a comprehensive view of
life in the Philadelphia region.
100 photographic collections from
organizations including the City Parks
Association, the Philadelphia Fellowship
Commission, and the Gray Panthers.
Ancestry.com

13. Story Mapping
Story maps solve a lot of problems, but the most of all it ensures that the
story won’t be lost in the agile development process, and across the
different cross-functional teams who worked on this project with me.
I used multiple story maps to look at the end products (book, VR,
microsite) from the audience/user perspective.
By building this story map I enabled the entire team to see things as their
audience would see things– and brought specific flaws and opportunities
to light. Using paper to map the story provided me with the visuals I need
to orchestrate a meaningful experience while maintaining the brand
narrative and cohesive and consistent content strategy across all
platforms.

14. Top Down Content Strategy
Brand Values Chapters Business Center
Social Justice Mission Tikkun Olam Purpose
Mission/Identity
Jewish Philanthropy Tzedakah Fundraising/
Development
Medical Achievements Torah Top Medical and
Scientific
Organization
Community Involvement Avodah Community
Outreach/
POWER OF A CULTURE
The story of Einstein is an opportunity to look at 19th cen-
tury American history and how the land of unprecedented religious
freedom and social acceptance shaped the Jewish Experience in
America. The fact is, there were significant challenges to the Jew-
ish community and identity in an important formative period of the
United States, and how this culture responded has left an indelible
mark on the modern American social landscape, and nothing is
more proof of that than Einstein Healthcare Network and its legacy.
At a time when Jewish American citizens were just begin-
ning to organize their communities, bolstered by the promise of
liberty and religious freedom. Rabbi Isaac Leeser and Abraham Sul-
zberger, the founders of Einstein Healthcare Network, were among
the group of optimistic organizers, eager to make an impact on the
Jewish American experience, and to ensure its success. In the pro-
cessa of creating a hospital that would grow to become one of the
most successful healthcare systems in the country, Leeser and Sul-
zberger created a new concept in financing, revolutionizing Jewish
philanthropy in America.

15. Design: Book Prototype
TOOLS: InDesign, Photoshop

16. Design: Virtual Reality/Prototype
Tools: Unity 3D
P
t
360 degree
views
Breathtaking
Visuals
Guided Tour through
hospital’s history
DEMONSTRATIONS
NEW TECHNOLOGY
INNOVATION

17. Design: Microsite (Bluecadet)
Increased site traction by writing
content, optimizing in-product user
interface text, worked with designer
and developer to push Brand Voice
and content and design that is able
to be updated, repurposed across
email, social, mobile.

18. 18
APP DEVELOPMENT
Creative Brief:
CHOP is one of the leading healthcare provider for children who have Autism and
other neurological differences. Led the concept development of mobile app for
for patients visiting the hospital for well-visits.

19. Web/Content Audit
- Google Analytics
- Google Search
Console
- Alexa
- MOZ
NEW
FPO
(FOR POSITION ONLY)
NEW
FPO
(FOR POSITION ONLY)

20. Web Design + Content Strategy
BOA Style
Ecommerce Fashion Brand
Fair trade, Organic
NEW
FPO
(FOR POSITION ONLY)
NEW
FPO
(FOR POSITION ONLY)

21. Web/Content Audit
Web Audit
Site Architecture
Tools:
- Google Analytics
- Google Search Console
- Alexa
- MOZ

22. Eco Chic
Weddings
Book, Blog, App, Social Media

23. Eco Chic
Home
Book, Blog, App, Mobile

24. Origins
Natural
Resources
Ideation, User Research, UX
Design, Content Strategy

25. Tools I Use:
Axure RP PRO
Keynote
Google Slides
PowerPoint
Google Forms
Quicktime
Google Hangouts
Facebook
Whiteboard
Post it notes
Photoshop
Illustrator
InDesign
Adobe XD
Unity 3D
I’m passionate about creating
meaningful and intuitive user
experiences through words, images,
and interaction.
I champion creative ideas in the
digital space that can live in the real
world, seamlessly translating them
into multi-platform experiences—
from print, to digital, to in-person.
Learn more about how to work with
me:
927-860-9294
emily@emilyanderson.com
www.emilyanderson.com