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CMS Re-Platform

Role: Content Strategy
Company: NY Phil
Dates: Sep 2023 - May 2024

I led the content audit, migration, and user experience testing for the nyphil.org CMS re-platform. This included coordinating cross-departmental staging efforts and overseeing the transition of high-priority content for the 24–25 season.

Objective

Ensure nyphil.org is fully functional for patrons focused on ticketing-related tasks—finding, purchasing, and managing tickets.

Scope

Subscriptions, account settings, digital ticketing, and event calendars

Strategy

  • Functionality First

    • Prioritized core user flows (ticket purchasing, subscriptions) over aesthetic issues.

  • Structured Testing Plan

    • Covered all major user flows with real-world scenarios.

  • Cross-Device & Browser Testing

    • Ensured consistent performance across platforms.

  • Iterative Approach

    • Conducted multiple testing rounds as development progressed.

  • Pre-Launch Focus

    • Intensified testing before the 2024–25 season launch to handle high traffic and subscription activity.

Process

Phase One
Content Audit

Took inventory of all digital  media, metadata, web copy, and design patterns

Conducted an audit of over 600 webpages assessing content relevance and accuracy

Phase Two
Content Migration

Staged, routed, and updated vital web copy for performances, artists, and landing pages

Tagged, named, and optimized images, pointing to cloud-based URLs for improved distribution

Redirected URLs to maintain integirty of the sitemap's information architecture

Phase Three
Testing & Remediation

Tested major user flows scenarios: subscriptions, account settings, ticketing, and calendars

Logged all issues from critical to post-launch, with visuals and environment details

Outcomes

Refined Content Governance

  1. Artist pages were rebuilt as rich content hubs, combining bios, interviews, media, and live event links to drive deeper user engagement and increase time on site.

  2. Improved structure and metadata enhance search visibility and internal navigation, increasing the likelihood of discovery and repeat visits.

  3. Media and CMS integration was optimized for scale, enabling the team to easily update artist content and keep users returning for fresh material.

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Example of an Airtable log used for over 600 artist pages during the CMS re-platform

Improved User Journey

  1. Improved the patron experience by resolving major issues within the purchase path pre-launch, ensuring minimized disruptions during peak web usage for ticket sales.

  2. Prioritized and established a roadmap for styling fixes post-launch, giving the team a bird's eye view on next steps for each quarter.

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Example of an Airtable log used for prioritizing functionality and styling issues pre-launch

Ongoing Documentation

  1. Maintained ongoing cross-team communication for status updates on bug fixes

  2. Provided point of reference as issues were moved into JIRA and Freshdesk

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Example of process for tracking issues in Excel

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