Website redesign for Australia’s largest production company
Background
Australia based Wellcom Worldwide offers a vast range of print, TV and digital production services, as well as digital asset and marketing management solutions, to global enterprises and medium sized businesses. Wellcom’s existing website did not represent this adequately.
The challenge
Optimise the information architecture in order to:
- Establish each of Wellcom’s business divisions as specialists in their field.
- Integrate Wellcom’s offering of digital marketing platform solutions.
- Increase visitors to leads conversion.
Discovery
Kick-off workshops over the course of two weeks provided great insights to how the business operates. Additionally,
- Top level audits of existing content were performed.
- Interviews with business development and marketing managers were held.
- Comparative and competitive research and analysis was conducted.
- No data analytics was available from the existing website.
- A card sorting experiment lay the ground work to structure the information.
Personas and user flows
Personas were created in order to understand the needs of each user group. Flows were established to map out entry points for various personas and tasks. Emphasis was put on following user groups :
- Marketing Managers of Enterprises and medium size business.
- Chief Financial Operators.
- Existing users of Wellcom’s digital marketing platform.
Solution
To answer Wellcom’s brief to establish each business division as specialist in their field, the Information architecture of Wellcom’s website was structured so that:
- Organic and direct traffic would lead visitors to enter each business vertical on a dedicated subdomain.
- Detailed content for each division was housed on secondary pages.
- The domain level homepage would function as enterprise umbrella above all divisions.
Delivery
Wellcom was provided with documented diagrams of ecosystem, information architecture and annotated wireframes of core pages. A responsive prototype was created to better explain interaction design and navigation across all break points.