Ben Swofford

Ben Swofford is a UX and Product Strategist at FourFront, where he has 8 years of experience spanning digital strategy and innovation. In addition to working with clients of regional, national, and international scope, he is also an Adjunct Professor teaching UX and Innovation fundamentals to graduate students at Jefferson University.

He previously served on the board of PhillyCHI, a local UX community group, and believes that authentic, non-transactional networking can be a beautiful thing! Ben holds an M.S. in User Experience & Interaction Design from Jefferson University, and a B.A. in Architecture from Miami University (OH).

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Information Architecture Case Study: The UX and SEO Informed Restructuring of the Living Beyond Breast Cancer Website

This talk will explore a website design story. A nonprofit group, Living Beyond Breast Cancer (LBBC) [a locally-headquartered, national nonprofit offering trusted information and community support], redesigned its complex website to better serve users while maintaining crucial SEO (Search Engine Optimization) traffic. This case study will explain how strategic brand and UX considerations can motivate a unique approach to menus and user flow. The redesign was able to boost KPIs without sacrificing brand messaging.

The talk will also briefly explore the technical side of a seamless SEO transition. It is especially useful for anyone tasked with reshaping a content-heavy site, and you will walk away with practical takeaways and ideas to implement in your own work.