Kathleen Klein

  information architect/instructional designer

Information architect
Klein Info Design
2/01-present

Improve Web site content and navigation, develop online training courses, and write content for Web and print products.

Accomplishments

• Planned content flow and wrote screens for wizard-like Web site to help Microsoft customers download security patches.
• Created online training to promote sales of Medtronic Physio-Control automatic external defibrillators. I wrote clear, short text for popup windows, came up with on-target test questions and feedback, and suggested Flash animation and mouseover illustrations to designer to reinforce lessons. [Project is not yet online.]
• Wrote four-part guide to orient newcomers to the Microsoft Education Web site, providing at-a-glance view of content, teaching aids and free downloads to help visitors get the most out of their time and from Microsoft products.
• Created online training for dispersed sales force. Wrote crisp text and developed concepts for relevant interactives such as audio sales scenarios, mouseovers to reinforce key points, and animations showing how to create a competitive analysis. [Proprietary module for Knowledge Anywhere]
• Improved information architecture of University of Washington Medicine Web site to bring multiple groups under a single brand. Fashioned the new site around the services offered (patient care, education and research) rather than UW organizational structure.
• Wrote white paper on Microsoft's Trustworthy Computing initiative, reporting on progress to date, and outlining how businesses can use free resources and company products to tighten the security of their online communications.
• Developed scenario-based online certification exam to test students' grasp of key learning objectives. [Proprietary product for start-up company]

Web producer
OnHealth Network
(now WebMD.com)
2/00-1/01

Produced library channel at onhealth.webmd.com. Assigned stories, contracted with writers and medical reviewers, researched and edited health encyclopedia, worked with designers and programmers to develop quizzes and interactives. The site is now offline, but a couple of examples can be accessed via http://my.webmd.com/medical_information/health-e-tools/slideshow/default.htm. To open popup windows, click on links for "Fetal Development Timeline" and "Fetal Positions."

Accomplishments

• Initiated creation and launch of interactives to deliver information, attracting advertisers and contributing to onhealth.com's standing as #1 consumer health site for nine months running [Media Metrix]
• Launched 50 interactive quizzes, a popular vehicle for cash-producing banner ads, and increased monthly page views to 1.7 million for this section
• Added 67 new articles and established process to update and maintain accuracy of health encyclopedia, a cornerstone of site's syndication strategy
• Added searchable health service directories at no cost to onhealth.com by expanding on revenue-sharing deal with content owner
• In tight labor market, avoided turnover of top-notch freelance writers and medical reviewers by quick approval of invoices after ascertaining that work met standards for publication.

Group Health
Cooperative
www.ghc.org
8/96-2/00

As technical producer, 1/98-2/00, handled daily maintenance as well as long-term improvements, such as bringing a database of providers online. Gathered user requirements, developed storyboard, identified project tasks and dependencies; set schedule and tracked progress to milestones; tested, integrated into existing site, coordinated launch and tracked user feedback to improve next release.

As Web content manager, 8/96-12/97, I aligned corporate website with Group Health's communications strategy. Cut deadwood and added new content, improved navigation, oversaw graphic redesign of website that had grown organically rather than strategically.

Accomplishments

• Drove addition of features to website, tripling page views over a 3-year period (from 19K to 60K page views per week)
• Contributed to company's customer retention campaign by expanding services on website, such as allowing consumers to search for and select a doctor online
• Established website as solid source of information for users and expanded the site's email capabilities, diverting traffic from overworked call center and improving customer service
• Identified customer requirements, translated them to technical team and problem-solved during development to ensure we delivered Web applications that met users' needs
• Improved user experience by revamping information architecture, increasing accessibility for disabled users, and developing and evangelizing standards
• Documented procedures, developed online style guide and posted help files on intranet to increase staff productivity and ensure smooth operation of corporate websites.

Writer & editor
for new media,
magazines

Researched exhaustively, wrote creatively, edited ruthlessly for health guide at Microsoft 3/95-7/95 & 3/96-6/96. Freelanced for magazines such as Northwest Health, Columns and Seattle Business, 9/85-8/96.

Daily newspaper
copy editor

Worked on daily deadline to edit copy and write eye-catching headlines during stints at the Seattle Post-Intelligencer, 8/95-8/96, and The Seattle Times, 7/86-9/86 & 1/91-7/91. At the Times, I also designed layouts, oversaw paste-up and filled in as night news editor.

Media relations
specialist

Pitched ideas to reporters, resulting in stories in national, local and trade media. Handled media relations for issues ranging from animal research to Nobel Prize winners. Served as spokesperson on 24-hour call for University of Washington Medical Center and six professional schools. Hired and supervised staff. 9/86-12/88 & 10/91-3/95.

Communications
project manager

Advised King County Metro on PR strategies, produced newsletters and brochures, organized conferences and annual meeting, supervised staff. 1/89-4/90.

Reporter for
wire service,
daily newspapers

Breathed life into complex issues by focusing on people, built strong working relationships with sources, ferreted out information and reported in a clear, crisp style at:
Seattle Post-Intelligencer, 5/85-2/86
United Press International, 3/82-9/84
Springfield News, 8/79-8/81

Lifelong learner

BA in communications, University of Washington 1979
Focused recent self-study on information design.
Completed 10 speeches to earn Toastmasters CTM designation in 2002.

Volunteer

Expanded marketable skills of Webgrrls by organizing free workshops on Flash, Javascript, HTML and Web design
Share knowledge with Women in Digital Journalism members via panel discussions and listserv participation.