Audience, content & strategy sprints

Healthcare

Defining the audiences of this B2B & B2C healthcare brand enabled structure, content & strategy, to be developed that resulted in engaging landing pages & conversion journeys.

The problem to solve

The business, and its offering, had outgrown their current website. The new site needed to engage a diverse range of B2B and B2C audiences, while also supporting the needs of the business.

Process

This definition programme commenced with a review of discovery findings and a kickoff session of expert interviews. There then followed 4 x 1-week sprints that defined the audience, their needs, and strategies for content, Information Architecture and the website.

Sprint plan

Sprint plan

A series of workshops with stakeholders, modelled on Google design sprints. Their purpose - to synthesise the findings from discovery, and to define the audience developing content and structure to meet their needs.

Audiences workshop

Audiences & personas

The first set of workshops identified the B2B and B2C audiences. A card sort collated them into groups, and a vote ranked them by their relative importance. The next workshop created a representative persona for each audience group.

Journeys workshop playback

User journeys & content

The goal for each persona was developed into a journey. Gaps in the content required to support the journey were identified. A parallel work stream, in conjunction with the content team, filled the gaps and input into the development of the site structure.

Content audit and content gaps

Content audit & content gaps

Mapping the existing information architecture, and plotting over it the content relevant to each persona, along with their likely journey across the IA, highlighted gaps in content. The exercise also highlighted areas that were potentially of little relevance to any of the audiences.

Information architecture

Information architecture

Drafting the IA, on a whiteboard, facilitated rapid evolution enabling content pillars to be developed and tested. Collaboration with the content team to shape content and page structure.

Content pillars

Content pillars

The new content pillars reflect audience needs rather than the business’ org chart, which had previously been the case. Likewise, the main navigation aligns with, and prioritises, the mental model of a visitor who is interested in a product or service.

Content strategy

Content strategy

The content model, and templates, provide mechanisms to include elements such as facts and social proof. Each template features a journey from top to bottom. The foot of the pate page always offers links to further content, so ensuring that there are no dead ends.

Strategy & roadmap

Strategy & roadmap

The definition deck communicated clearly how the proposal had built upon discovery findings, and how each requirement had been investigated and addressed. The initial build provides content and journeys for all the audiences. A roadmap provides the route to implement less critical features.