McGrane taught Design Management at School of Visual Arts in New York.[2] Her design philosophy is "every company is a technology company" and "every business is in the user experience business."[3] McGrane was an early proponent of designing web content for mobile devices and is a frequent speaker at technology conferences.[4][5][6][7][8] She was also the co-executive producer, with Jared Spool, of the UX Advantage Conference and cohost of the UX Advantage podcast.[9] She co-hosted the Responsive Web Design podcast from 2014-2018 with Ethan Marcotte.[10]
McGrane has done user experience design work for many major media companies including Condé Nast, Disney, and Citibank; in her position at Razorfish she was the design lead on the New York Times' 2006 redesign.[11][12] Prior to that she was Vice President and National Lead for User Experience at Razorfish where she was their first information architect hire in 1998.[13] In August 2020 she co-founded the consultancy Autogram with Ethan Marcotte and Jeff Eaton.[14]
Content Strategy for Mobile
Content Strategy for Mobile was published in 2012 by A Book Apart.[15] It has been called an essential guide for people publishing serial content online, one that has a clear "plan of action."[16][17] McGrane advocates for "adaptive content," small chunks of content that can appear on different platforms and in different contexts.[18] For this to happen, content needs to have good metadata and exist within a content management system which is itself easy to use.[18] Companies also need to do research into both their audience needs and the approaches of their competition in order to do this effectively.[17] If done correctly, web content will "work everywhere, all the time."[19]
She published her second book, Going Responsive, with A Book Apart in 2015.[20]
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