Illumina Website Redesign
Content strategy, content design, and copy for a biotechnology company website
Project overview
By the numbers
-
13.5M annual visits
-
16K web pages
-
$1B in eCommerce revenue
Goals
-
Customer-driven design
-
Mobile-first, modern design
-
Key data layer and analytics integrations to enable personalization
-
Information architecture (IA) overhaul
-
New content from respective business teams
My role
-
Content strategy and content design for 80+ pages within Company section, each with different stakeholders:
-
About us​
-
Careers
-
Contact us
-
Doing business with us
-
Investors
-
Legal, privacy, and ethics
-
News Center, Events, Video Hub
-
-
Discovery: Content audits, Stakeholder interviews, site analytics, competitive analyses
-
Updated information architecture/sitemap
-
Content strategy and design
-
Copywriting
-
Stakeholder sprint demo presentations
Discovery
Every content strategy project starts with discovery. It's where we take stock of current states, content performance, identify inconsistencies and uncover opportunities, and align with business goals and outcomes.
-
Content inventory and audit, customer journey gap analysis
-
Stakeholder interviews and feedback distillation, stakeholder/business goal alignment workshops & presentations
-
SEO and current performance analytics analysis using Adobe Analytics and ContentSquare, benchmarking
-
Competitive analysis (industry and non-industry) and gaps/opportunities
-
Customer interviews
Information architecture
Using the insights and opportunities revealed during the research phase, we begin to organize content at a structural and page level. We focus on customer wants/needs first, while also considering topic grouping, business goals, SEO implications, storytelling by scrolling, and other factors.
-
Sitemap recommendations
-
Content themes, topics, available assets
-
Page/product flow storytelling, information hierarchy
-
Stakeholder presentation
Content outlines/design
Once we have stakeholder alignment on site section/page architecture, we begin to create content outlines. While flexible in format, content outlines are a structured framework for the content topics, hierarchy, assets, links, component recommendations, and more.
-
Outline key topics and their hierarchy—what do customers need to know/access first?
-
Utilize low-fidelity components to outline content in a visual structure
-
Available assets to feature
-
Key SEO considerations, keywords, tone of voice, customer intent & emotional state
-
Present to stakeholders
Visual design phase
Once we have stakeholder alignment on site section/page architecture, we begin to create content outlines. While flexible in format, content outlines are a structured framework for the content topics, hierarchy, assets, links, component recommendations, and more.
-
Outline key topics and their hierarchy—what do customers need to know/access first?
-
Utilize low-fidelity components to outline visual structure
-
Available assets to feature
-
Key SEO considerations, keywords, tone of voice, customer intent & emotional state
-
Present to stakeholders
​
Current project stage. Next up is dev handoff/collaboration.
