For the first semester project (Project Work 1), I started with an interest in Service Design. As a Thai person living in Austria, I noticed that the Thai Embassy in Vienna frequently organizes events, builds communities, and disseminates information. This led me to question, "What strategies can we propose to develop a Content Strategy for the Thai Embassy abroad through the media they need to disseminate?" As a national representative organization covering Austria, Slovakia, and Slovenia, the embassy faces several unique constraints, including a strict administrative hierarchy and limited media personnel resources. My goal is to transform the embassy's communication approach from a "Reactive & Operational" method to a "Proactive & Audience-centric" public diplomacy strategy. Looking back, I started the process by analyzing the primary media, such as the official embassy website, to thoroughly understand the current state (As-is Phase). The most successful part of this project was the integration of UX research methodology with the content audit. Here is an overview of my project journey. Data-Driven Auditing: Using the Screaming Frog SEO Spider tool for Content Inventory allows me to see the backend structure of the website clearly. When combined with a Qualitative Audit based on eight strategic criteria (such as implementability, readability, and clarity of purpose), it provides me with solid, clear, and unbiased foundational data. Practical Roadmap Planning: Instead of proposing an unrealistic plan like completely overhauling the website, I chose to present a three-phase plan that is tangible (Quick Wins, Strategic Adaptation, and Long-term Roadmap), taking into account the constraints of diplomatic sensitivity and focusing only on publicly available information. Planning with this context in mind makes the proposed strategy practical and sustainable. Competitive Analysis: Learning from Similar Contexts thru Content & UX Audit In the research process, I expanded the scope of the study to include the communication strategies of three other Asian embassies in German-speaking areas. The reason I chose to study this group instead of Thai embassies in other European countries is that Thai embassies worldwide often use similar structures and templates from the Ministry, which may limit the perspective for development. Personas: Instead of evaluating the website solely from the organization's perspective, I developed three main Personas: expatriate Thais, local citizens, and Thai students. To find points that can be practically applied, I conducted a detailed Content & UX Competitive Audit, delving into the 6 main web pages (Core Touchpoints) and Navigation bar of the three embassies, which are: Home: A homepage structure that impresses and guides users About Embassy: Presenting organizational information that builds credibility Visit Our Country: Using Imagery and Stories to Attract Tourism Consular Services: Clarity of Procedures and Consular Services News: Systematic management of news and announcements Contact us: The ease of accessing contact channels