We collaborated with SCIEX to understand their users and needs, defining the content and journeys required to create a compelling user experience.

With just under 2000 pages, we initially conducted a comprehensive review of the existing website. Combining Google Analytics, heat-map data, content and site structure audits, UX/UI assessments, and competitor research allowed us to develop a deep understanding of the website’s current performance.

Working with a small cross-functional team and key technical stakeholders, we took an iterative approach to designing interactive and accessible components within Adobe Experience Manager (AEM). Our website analysis allowed the team to identify key components to test our build pipeline – this allowed us to deliver incrementally, whilst mitigating risk and delivering at speed to provide value to SCIEX as early as possible.

Building a scalable design system, designed for performance, reusability and maintainability

The transformation resulted in a redesigned website that migrated and preserved the extensive scientific content while significantly improving site performance and user engagement. By consolidating over 120 components down to 60, we established a maintainable and scalable web framework that has significantly reduced operational overheads and improved consistency.

Leveraging AEM, we ensured precise content migration and continued management. A continuous integration / continuous deployment (CI/CD) pipeline facilitated efficient, error-free updates and faster release cycles. A lightweight component library and unified design language has created the platform to deliver consistent user journeys and an enhanced customer experience, driving new enquiries.

Reshaping the wider website experience

Following the creation of a consistent design language, our focus has been on delivering a content strategy that delivers value across the customer lifecycle. In-person workshops with key stakeholders helped identify gaps in the customer journey, allowing us to make recommendations for content to encourage user engagement. A big challenge for SCIEX as a global organisation, with numerous regional teams, is producing consistent content at scale. We worked closely with key team members to establish a workable content governance framework that could be built for scale, and we created new page template structures based on primary page goals and customer needs.

With a strong foundation set, our efforts have now evolved into the testing and refinement of user journeys and content structures to continually meet the success criteria outlined.

‍