Skip to main content
Client
Turkcell
Role
  • UX Analyst
About Pizza Hut
  • Turkcell is the leading mobile phone operator in Turkey, based in Istanbul.

Challenge

The challenge involved conducting a comprehensive audit of all content on Turkcell’s existing public website (turkcell.com.tr) and mapping it to the structure of their new website, which was under development. The focus was on three core areas: Personal Customers (including content related to ‘Calling Abroad’ and ‘International Roaming’), Corporate Customers, and the ‘About Us’ section. The goal was to perform a thorough content analysis and identify gaps in the current content that would inform the creation of a gap analysis document.

Approach to the Problem

As part of the content audit and gap analysis for Turkcell’s new website, several additional factors were addressed to ensure content alignment with the new site structure and Turkcell’s overall objectives:

1. Briefing

The approach to this project involved a detailed audit of Turkcell’s current public website and mapping its content to the structure of the new site under development. The process began by conducting a site crawl of turkcell.com.tr, which provided a comprehensive list of URLs for each page on the site. These URLs were divided into batch spreadsheets corresponding to the new site’s main content areas: Personal Customers, Corporate Customers, and About Us.

2. Review

Each URL was reviewed to determine if the content was reusable on the new site and where it would fit into the new structure. The audit followed several key steps:

3. Content Assignment and Categorization

URLs were assessed and categorized into Reusable Content, Homeless Content (usable but not mapped to any new section), or Redundant, Outdated, and Trivial Content (R/O/T). This classification organized content for retention, repurposing, or removal, providing a clear roadmap for content migration.

4. Turkcell Terminology Review

One of the key tasks involved identifying and addressing issues related to unclear and inconsistent terminology used on the current Turkcell site. This step aimed to prevent customer confusion by ensuring that all terms used in the new site were clear, consistent, and relevant to the user experience.

5. Content Types and Design Familiarization

Familiarization with the various content types and page designs developed for the new site was crucial. These content types included Hub Pages, Device Hubs/Details, Tariff Hubs/Details, Service Hubs/Details, and Campaign Hubs/Details. Each content type was evaluated for reuse, and gaps were identified where new content needed to be created.

6. Gap Identification and Documentation

During the audit, content not aligning with the new site structure was classified as a gap, and detailed notes were provided on what content elements (text, images, videos) would be needed to fill these gaps. This ensured the new site would be fully populated with relevant content.

7. Content Refinement Recommendations

The quality of existing content was assessed, categorizing it based on its readiness for reuse. Content requiring rewriting or improvement was prioritized, and consistency across the site, especially regarding Turkcell terminology, was ensured.

8. Content Audit and Gap Analysis Presentations

Weekly meetings were held with the Turkcell team to present findings from the content audit and gap analysis. These sessions helped guide the team in making informed decisions about the content strategy.

9. Regular Updates and Tracking:

A weekly Excel update was provided to track progress on the audit, highlight gaps, and ensure all necessary actions were aligned with the content strategy objectives for the new site. The structured presentations and updates enabled the Turkcell team to make informed decisions based on detailed insights from the audit, ensuring the content strategy was aligned with user needs and business goals.

Outcomes

The project delivered a clear and actionable content migration strategy, mapping all relevant content to the new website structure and ensuring that Turkcell’s digital transformation objectives were met efficiently.

A comprehensive audit of Turkcell’s website led to the successful categorization of content. This helped streamline the migration process by identifying content ready for the new site and pinpointing areas requiring new content creation.

Issues with unclear and inconsistent terminology were addressed, ensuring that the language used across the new site is clear, customer-friendly, and consistent. This will reduce confusion and enhance the overall user experience.

Significant content gaps were identified, particularly for new content types like Hub Pages and detailed Device, Tariff, and Campaign Pages. Recommendations for new content were provided, ensuring all critical areas were covered for the launch of the new website.

The quality assessment of existing content resulted in the identification of content needing updates, improvements, or rewrites. This ensured that only high-quality, relevant, and up-to-date content would be migrated to the new site.

Contact for detailed portfolio

+44(0) 7492222636

ipek.delia@gmail.com