Our process began with taking a step back and looking at the bigger picture. From an outsider’s perspective we needed to map out the most logical way of presenting GEHCP’s unique offering. The user experience (UX) and information architecture (IA) stages were vital and we literally had to take things back to the drawing board. Once we had a solid plan of attack regarding how to structure the data and position the key elements we could focus on the small details like styling the links and call to actions which signpost the desired user journeys.
Our solution combined cleanly set-out mega-menus and an intuitive menu structure to give any user quick access to the information they needed. Their user journey could then be enriched with relevant contacts, case studies and industry insights. In short, we made a complex offering simple.
On top of this, the success of the GEHCP site has resulted in a visual language which has since been rolled out across their US and European GE Healthcare sites.