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Innergy Birth Services Case Study Outline (New Build)

Define

Defining Focus Areas

In order to create alignment for the project, I worked alongside the design team and stakeholders to create project pillars. These served as the core compass of the project to prevent scope creep and reinforce objectives, as all project decisions and discussions should be able to be routed back to one of these pillars. The idea being to create a balance between stakeholder gain and user need.
We utilized insights from foundational research, stakeholder interviews, and the comparative audit to do so.

Establishing Structure

For this new build, it was pertinent to establish a service offering and content structure that aligned with user needs. After discussions with my team and client about features, competitors, and offerings, I set up a card-sorting activity and began organizing key pages and content (see process video).
Method: Open Moderated Card Sorting, Visual Site Map & Page Flow

Site & Content map
In addition to a traditional SEO forward XML site map, I create a content forward version to identify page sections and linking conventions. This served as a conversation tool with the client to revisit offering priority and classifications.
Concession: I advocated to bring the external intake form in house to keep more users on page however, the client preferred to keep their existing process.

Site & Content Flow
Using the site map as a base, I began to expand the section for each page to include a quick visual representation of layout as well as show the path and relationships between them. For this build the goal was to funnel the majority of the traffic to the booking page either direct to service offerings or the FAQ section. c


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