CHALLENGE
The current organization and positioning of the client’s vast product offering made it difficult for website visitors to find desired content, and was challenging for sales people to communicate their offerings to prospects.
APPROACH
Open Card Sort
Creating a customer-centric architecture in the voice of the customer
Reverse Card Sort
Stress-testing the customer architecture versus the initial architecture
Expert Iterative Card Sort
Refining the architecture through expert iteration
OUTCOME
Branding and Labeling
Branding and labeling mapped to the way customers think about products and services offered by the client
Content
Strategy
Content strategy was created to deliver critical information for purchase decision-making to each audience in the most useful format and language.
Enhanced
Navigation
Enhanced navigation that aligns customer mindsets and needs with the goals of the business
