About me

Hello, I'm Aidan VanSuetendael, a strategic content designer, seasoned editor, and accomplished professional with over 7 years of experience. My extensive expertise spans editing, content design, UX design, content strategy, project management, and creative/technical writing. Holding a Bachelor of Arts in English Creative Writing and a minor in Music from Denison University, I'm dedicated to molding purposeful and impactful narratives across various digital avenues.

Crafting a frictionless User Experience

Content Strategy: Continuous Improvement

I played a pivotal role in the extensive transformation of article families for Lyft's Help site, help.lyft.com, and the mobile Help tab. This significant initiative highlighted my proficiency in content design, wherein I collaborated to translate complex metrics and data into user-friendly and informative resources.

Per our data analytics team’s estimations, my total projected cost reduction for Lyft was between $700,000-$1,000,000 in 2022-2023.

Enhancing Information Architecture (IA) for Elevated User Experiences

A cornerstone of my contributions involved strategically improving upon the information architecture (IA) for Lyft's mobile Help app to facilitate intuitive navigation and interaction.

IA plays a pivotal role in shaping user experiences; a well-designed IA ensures that users can swiftly locate the information they need, reducing frustration and enhancing overall engagement. By meticulously guiding users through a logical hierarchy, IA enhances user satisfaction and establishes a seamless digital journey.

In my role, I strategically improved upon Lyft's mobile Help app's IA. This was guided by insightful data analysis that revealed user behaviors, preferences, and pain points. By combining data insights with strategy (all while considering the user perspective), I proposed and implemented adjustments to the IA that anticipated user expectations, streamlined their interactions, and increased "resolve scores"- an important metric in the world of Help Content.

The strategic approach to IA transformation is a great example of the synergy of data-driven decision-making and user-centered design. It underscores my commitment to shaping content landscapes that are intuitive, efficient, and user-centric.

Catalyzing Fiscal Efficiency Through Enhanced User Experiences

I believe that user experience is a huge cornerstone of a company's financial performance. The correlation between frictionless user interactions and better fiscal outcomes is well-established; a positive user experience leads to increased user engagement, satisfaction, and loyalty. This, in turn, translates to reduced customer churn, amplified customer lifetime value, and expanded user adoption rates.

Through my strategic initiatives, I facilitated an impressive estimated annual savings of over $700,000 in 2022-2023 (and that's not including projects from previous years!).

This tangible impact is a direct result of the user-centric enhancements and streamlined content experiences that I championed. By crafting content strategy, IA improvements, identifying content bugs, and more, I helped our team identify user needs, reduce friction, and enable efficient problem-solving.