Case 08 · Content Strategy · EPAM · 2021–2023
Two readers who want opposite things. One hub that serves both
An internal content hub serving two audiences with genuinely opposite needs — one skimming for the one update that matters, one reading in depth — without forcing either one into the other's format.
Problem
The hub's two core audiences wanted opposite things from the same content: one group needed to skim fast and find the single update relevant to them, the other needed to read in depth and trust the detail. One layout built for either audience actively failed the other.
Approach
Rather than compromise toward an average reader who didn't exist, I designed the hub around both reading modes at once — a fast, scannable surface layered over the same underlying content the deep readers could still get to in full, so neither audience had to translate the other's format into their own.
Outcome
One hub that both audiences could actually use as intended, instead of a single format that quietly underserved one of them.