The end is near. This is supposed to be the last blogpost for my master course “Content-Strategy” at the FH-Joanneum, that dominated my life for the last two years. Although I was kind of rejecting the idea of writing blogposts at the beginning, it somehow makes me sad now — knowing that this experiment comes to an end.

A handwritten “goodbye” on a blue wall.
A handwritten “goodbye” on a blue wall.
Is it really time to say goodbye? (Photo by Renee Fisher on Unsplash)

The lectures are all finished and only one very last group work has to be delivered. Although I am relived, that this gives me more time and freedom to finish my master-thesis during the summer, it makes me also feel weird…. How…


The end seems to be near. I guess. But the last steps are supposed to be the hardest ones — at least that’s what experienced mountaineers say when talking about their expeditions. This is because you are already exhausted on the last meters before reaching the summit cross. And after reaching the very top, you still need enough power reserves to make it all the way back into the valley. Although I don’t need to manage a descend, my power reserves are pretty limited after two years of studying Content-Strategy part-time at Fh-Joanneum in Graz. All the sleep deprivation, the…


Well — I know… I owe you this article for too long by now. My plan was to publish it in March originally, but things happened to run differently. You can read about this in my previous blogpost. Now, I want to share my latest findings on creating a customer journey. Therefor, I talked to our customers about their needs and expectation when shopping online for clothes.

My first blog on this topic was about defining the goals, preparing the interviews and selecting the interview partners. Now, I want to write about the meetings with our customers, the conversations we…


I know — nobody wants to hear and read about the corona virus, that messed up all our lives from one day to the other, anymore. And still, I have to add another article how this radical change of daily routines challenges me day after day. I have the desperate whish, that writing about it will help me to find a new way of dealing with it.

To be honest: my life was quite complicated and needed well done planning even in the times before corona (you find more about that in my first Blog). But now I am lost…


In this article I want to share my experience on customer journey mapping. While conducting this project, I want to find out what our customers think about our Online Shop. Therefore, I want to change sides and to look at our offer through the eyes of the customer. And it is proofed that looking from the outside into the company you work for, causes a valuable change in perspective, one that’s more sensible to people’s thoughts and feelings (Kalbach, Jim, Mapping Experiences, 2016). And that’s what I am really excited about!

A couple walking on a sideway in a city.
A couple walking on a sideway in a city.
A couple walking on a sidewalk in a city (Photo by Clem Onojeghuo on Unsplash)

Before you get started

But what exactly do I…


When I decided to study Content Strategy more than a year ago, I hoped to acquire new professional skills — skills that would help me to do my job in a more holistic way. I enjoyed lots of terrific lectures, met awesome people and had many flashes of inspiration. Some of them found their way into my working life. But still — I had the feeling, that there is something missing…

Where is the missing link?

A hand picking one single piece of puzzle from a table full with lots of puzzle pieces.
A hand picking one single piece of puzzle from a table full with lots of puzzle pieces.
A hand picking one single piece of puzzle from a table (Photo by Ryoji Iwata on Unsplash).

As I am working in Brand Management, I had the feeling that learning about Content Strategy would help me a lot doing my job…


For those who already know this Blog, I don’t need to explain how difficult it was to get back to my studies after a wonderful summer. Here you can find out, how I found my way back…

Two hands that freed themselves from handcuffs.
Two hands that freed themselves from handcuffs.
Foto by Pixabay from Pexels

At the beginning of the third semester studying Content Strategy at FH Joanneum in Graz, it felt like every fiber of my body screamed NO! It seemed, that I didn’t want to be handcuffed in that tight schedule anymore. All the consistency I had built up so hard over the past months, was gone. And I had no idea how to find back…


After getting through the second semester quite well (let’s not talk about storytelling), I was very ambitious about the work I had to do during the summer months. But at the end of the summer, I must admit I didn’t work the way I wanted it to…

It started all with my storytelling dilemma, which I described in a former blog. It cost me two weeks of hard work to pass on the second try. Two weeks, I had already planned to work on my practical project. But being totally focused on this other subject and putting a lot of…


So, to keep on going I want to share another experience with you: the one of failure. I thought this would not happen to me during this study program — but it did, just about a month ago…

It started all with being stressed at work, not knowing how to deal with it. That led to not paying enough attention to my study program of content strategy, which I attend extra-occupational. Being short in time, I delayed my storytelling task from one day to another… Besides that, I was nervous, because I never produced a video on my own before…


As you may have noticed, my Blog Business does nor run as frequently as planned. As I mentioned in my first Blog, I have to deal with several adversities and they almost ruined my plan to keep this project going. But no worries, I am not that easy to throw off the tracks…

This time I want to share my experience within the field of accessibility. I was really impressed and stunned, there are just too many things I didn’t know… During my Studies at FH Joanneum I had the pleasure of listening to several interesting presentations by Eric Eggert…

Sandra Rosenfelder

Struggeling with studying, working, being a mom and trying to survive this exceptional state…

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