Sudafed

New Site Design & Content Strategy

Sudafed

JWT

Senior Information Architect

Audience Insights, Requirements, Content Strategy, Search (SEO/SEM) Strategy, Site Conversion Flow & Wireframes (UI)

Consumer Packaged Goods / Over-the-Counter Product & Brand Site

Target Audience Insights

Challenge

Understanding our audience - where they’re coming from, what they’re struggling with, and what they are seeking

Solution

Audience profile outlining target user behavior and needs

Understanding users’ needs, attitudes, behaviors, and intent so that we can deliver an effective experience, providing the content, education, and insights they need, and guiding them to the relief they seek.

Audience Insights

Requirements Gathering & Documentation

Challenge

Leading client, creative, technology, production, and various media planning / buying teams teams in flushing out and aligning on needs and requirements (constraints) for site

Solution

Requirements gathering sessions, captured in requirements document, building on creative brief, with all key details of what site and content will entail, objectives to achieve

Requirements

Consumer Search & Social Media Behavior

Challenge

Piecing together a large volume of different research inputs, such as audience studies and surveys, social media monitoring insights, and search behavior and search keyword data and insights, into a single coherent model

Solution

Synthesizing all insights, from various sources, to illustrate how we understand users to be thinking and acting when doing sinus research

Data-driven flow illustrating model of user sinus research behavior & intent

Audience Behavior Flow

Sitemap with Subject Matter & Product Education

Challenge

How do we best educate our audience on their sinus symptoms and conditions, and help them find the right Sudafed line of products to help address these symptoms and conditions, to guide our users on their journey to understanding their sinuses, and finding the right product

Solution

Product categories aligned to sinus education. Create new subject matter content / education section on brand site for ‘Know Your Sinuses’, detailing primary sinus symptom and conditions, then reorganize products into categories on site, based around these symptoms and conditions

Sitemap

‘Know Your Sinuses’ Content Strategy

Challenge

Paid and organic search are a major part of the new campaign, how do we deploy content that effectively drives search traffic (both SEO and SEM), and meaningfully delivers the content that visitors from search are seeking

Solution

Search content strategy outlining each page / content category within ‘Know Your Sinuses’ education section, with short description and purpose, and list of top keywords to feature and target on that page, based on search data, as well as flow diagrams illustrating traffic landing destination strategy (for search media buyers), and the flow envisioned from search landing through product consideration, selection, and purchase [off line, or on 3rd party sites]

Content & Keyword Outline, User Flow Diagrams

Site Traffic, Landing & Conversion Flows

Challenge

How do we craft an experience that not only presents the brand, the product line, and sinus educational content, but actively drives to product consideration, selection, and purchase goals - through effective content and calls to action

Solution

Pages & Flows Across the Site Driving to Product Site conversion strategy outlining each page / section within the site, what traffic source users will be visiting from to land there, traffic landing destination, and how we drive them from first landing through to conversion - as well as flow diagrams illustrating the flow we envision from first landing through to product consideration, selection, and purchase [off line, or on 3rd party sites]

User Flows

Home, Sinus Rescue, Education & Product Pages

Challenge

How do we guide our audience from first landing through to product consideration, selection, and purchase? how do we best educate our audience, fulfill their online sinus search needs, and deliver the answers they seek on their sinus symptoms and conditions? and how do we help them identify and find the Sudafed product that will address their sinus needs?

Solution

A site experience that provides the content, education, and insights our audience needs, and guides them to relevant products, to complete their sinus journey and find and get the relief (’sinus rescue’) they seek

Wireframes of conversion path from landing to product, including home page and campaign content, sinus education and subject matter content (‘Know Your Sinuses’), and products section. With detailed annotations for content, links / calls to action, modules, functionality, etc.

Home and ‘Power of Rescue’ (campaign content) experience builds on momentum from the campaign and the various activation programs, as they roll out over the course of the campaign. A brand and campaign ‘way in’ to the site.

Supplementary video content from the campaign, social media videos, and the various activation promotions and events.

‘Know Your Sinuses’ education section serves as traffic landing destination for both paid and unpaid search, as well as social media / discussion channel sources. A subject matter / education ‘way in’ to the site, presented as educational, rather than brand/product, content. The section divides sinus suffering into clear, easy to understand categories, correlated to key symptoms and conditions, and responding to top search terms and social media themes. Each category also provides clear product recommendations and calls to action for the corresponding products, for symptoms and conditions in that category.

Products section organizes the Sudafed product line into (new) product categories aligned to sinus education categories, from the ‘Know Your Sinuses’ section, to help users understand which product or product group is the right one for them, based on sinus symptoms and conditions - to get relief (‘rescue’) for their sinus suffering. product consideration, selection, and purchase

Wireframes

Modular Site Concept

Challenge

The brand team needs a site that is flexible, customizable, and allows for fast and easy updates over time to content, creative, and messaging (with little to no development / engineering effort, time or resources)

Solution

A modular design, where each page template is designed and built out of flexible, interchangeable modules, which can be swapped in or out at any time, and which can also easily be updated and customized with fresh creative, design and messing / copy, via CMS (or light coding) at any future time - based on brand priorities, campaign needs, or seasonality. modules can be developed up front, or built and rolled out in a staged fashion over time. modules could also be populated dynamically, when the user visits the site, based on the specific user’s ad source, search terms source, or other data we know about the user and their sinus search / needs

Module wireframes for flexible and dynamically targeted content. Hero module can be updated at any time to drive to different content or parts of the site, tout products the brand or business wish to highlight, or reflect the latest campaign content, activations, and social media outreach.