Global Site Redesign
OVERVIEW
I was contracted to help redesign Vertex Pharmaceuticals' global website, with a focus on modernizing its look and emphasizing the company's scientific innovation and patient-centric approach. My role involved overhauling the information architecture and defining the content strategy goals for the new site.
The main challenges I faced were:
1. Inconsistent navigation
2. Information buried in sub-navigation
3. Repetitive content across sections
2. Information buried in sub-navigation
3. Repetitive content across sections
These issues resulted in a confusing user experience. The redesign aimed to address these problems by creating a more intuitive and streamlined information structure.
MY APPROACH
I first condensed the overall content architecture by reducing sub-navigation tabs and remove multiple instances of repeated content pages. I conducted in-depth research to compare content structures of other pharma companies to determine industry-wide standards.
After grouping and condensing the content by subject, I created three user journeys for the site's key audiences -- job seekers, investors, and doctors. Using these, I developed a new content architecture for the main and sub-navigation, along with updated sitemaps. Collaborating with the lead designer, we also designed a new menu style to complement the improved navigation.
OUTCOME
The client was very satisfied with the sitemap, and my industry research informed further content updates. The redesign led to a 45% reduction in sub-navigation and a 40% increase in site traffic within the first quarter.