Based on our research and UX phase, the need for a holistic reorganization of all pages, global information architecture and content strategy was necessary. To lead the team on this front, we worked with multiple stakeholders and their departments to strategize around content prioritization revealing many opportunities for new approaches, search engine optimization and split testing in the real world.
- As a result of card sort workshops, affinity mappings and persona development we decided to use a mega menu for organization.
- As a result of user journey mapping, we elected to use local navigation strategies to organize the 28 different “school of” micro-sites.
- In page content organization was realigned in an effort to tell better stories and engage users with narratives.
- We built out the enterprise WordPress CMS installation from the ground up to support new content, and to allow for a modular block based system that allowed content authors to experiment with direct ordering, variations of content and to test the funnel performance for these different page versions.