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.
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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