B2B & B2B content strategy & UX workshops & sprints

Healthcare

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

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  • Sprint plan
    Sprint plan.
  • Audiences workshop
    Audiences & personas.
  • Journeys workshop playback
    User journeys & content.
  • Content audit and content gaps
    Content audit & content gaps.
  • Information architecture
    Information architecture.
  • Content pillars
    Content pillars.
  • Content strategy
    Content strategy.
  • Strategy & roadmap
    Strategy & roadmap.

More Definition

  • Identifying, & designing for, a B2B audience

    Identifying, & designing for, a B2B audience

    Identifying this B2B site’s key audience, and the role it plays in their purchase journey, enabled journeys, content, IA, and UX, to be tailored to engaging with, and winning sales from, that audience.

    B2B SaaS company

  • Identifying the problem to solve

    Identifying the problem to solve

    Researching, and constructing a cost-benefit analysis matrix for, this call centre workflow, identified where effort could be best applied to improve the process without the cost of undertaking a complete rebuild.

    Financial services

  • Developing the engagement strategy, content strategy, and content model for a well-known UK charity

    Engagement strategies, content model, IA & UX

    Development of content model, taxonomy, information architecture and template structure, which transformed the user experience of a complex and hard-to-navigate website.

    National UK charity

  • Content strategy for journey

    Supporting people with their mental health

    Leading the ideation and strategy for an online resource to support people dealing with mental health issues. The platform provides support that is informative, actionable, and different from existing online resources.

    Pharma

  • App key features

    Cycle parking app & experience design

    The concept for a cycle space booking app, including third-party systems integrations, and the service experience. The concept was subsequently developed into a successful, working, app.

    Transport app