In a recent episode of the Fourth Wall Content Podcast, I sat down with Erin Schroeder, a seasoned content strategist, to discuss her pivotal role in a large-scale project for the state of Iowa. Over an 18 month period, Erin has been spearheading a digital transformation initiative aimed at unifying the websites of over 80 state agencies. This conversation highlighted the challenges, methodologies, and triumphs involved in aligning disparate systems to create a cohesive, user-focused digital experience.
The project was driven by a mandate from Iowa’s Governor, aiming to streamline government access through a unified design system and improved website usability. Each agency’s starting point varied—some were using outdated platforms like Drupal 7, while others relied on WordPress or under-resourced systems. The initiative involved migrating all agencies to Drupal 10 while shifting the focus from organisational needs to constituent needs.
The project kicked off in August 2022, beginning with two flagship websites: the state of Iowa’s main site and the Governor’s site. These served as templates for showcasing the new design system's capabilities. Erin's team used these examples to secure buy-in and build trust with other agencies, providing a clear vision of what was possible.
To tackle the diverse needs of the agencies, Erin and her team conducted workshops focusing on user needs, navigation, and taxonomy. Each agency was encouraged to audit their content—a process that revealed outdated pages, orphaned content, and opportunities for simplification. By building site matrices, the team provided agencies with blueprints to guide their restructuring efforts.
These workshops fostered collaboration, shifting mindsets from organisation-focused structures to user-centred designs. Agencies were empowered to take ownership of their websites while receiving guidance on prioritising and designing content effectively.
One major challenge was the lack of a unified style guide for the state. Erin led a voice and tone workshop to define Iowa’s digital personality, emphasising clarity and accessibility. The resulting style guide provided practical tips on writing for the web, using plain language, and structuring content for easy navigation. While legal constraints sometimes limited changes, agencies embraced the opportunity to simplify and improve their content.
The project wasn’t without hurdles. Erin shared examples of agencies clinging to outdated practices, such as using desktop hamburger menus or image-based text. Instead of imposing changes, the team prioritised empathy and education, explaining the reasons behind recommendations and offering alternatives.
Through initiatives like open office hours and ongoing communication, agencies felt supported and empowered to make meaningful improvements. The emphasis on collaboration and trust built a foundation for long-term success.
Erin advocated for a “small step content strategy,” focusing on incremental improvements rather than perfection. Whether eliminating outdated pages, simplifying navigation, or adopting the style guide, each step was celebrated as a victory. This approach alleviated the overwhelming scope of the project and reinforced the value of continuous improvement.
The state of Iowa’s digital transformation is a testament to the power of collaboration, empathy, and user-centred design. Erin Schroeder’s leadership and the team’s thoughtful approach have not only modernised the state’s digital presence but also empowered agencies to prioritise their constituents' needs. This project serves as a blueprint for other large-scale digital initiatives, proving that small, intentional steps can lead to transformative outcomes.
For more insights and the full case study, listen to Erin’s Fourth Wall Content Podcast episode.
