Laborie’s original website did not reflect the evolution of the Laborie brand and its broader solution portfolio. The site had been built using WordPress and lacked the scalability and robust platform needed to create and maintain the dozens of products it featured. The lack of optimized and organized user flow and experience left end-users wanting and lost within the confusing navigational structure. The site also lacked an intuitive product search functionality and relevant content relationships, which made it difficult for users to find their desired information. Not only was the internal site search generic, but the site, in general, had an inadequate SEO strategy and was missing some crucial pages for specific keyword optimization.

My team flew to Laborie’s corporate office in Canada to perform a full-day persona study in order to determine the primary user groups and content requirements per persona. Based on the findings, we built a content structure and user flow that accommodated Laborie’s two major personas -- (1) healthcare professionals and (2) patients and caregivers -- and the three divisions the brand caters to: Urology, Gynecology, and Gastroenterology. During the site build, careful consideration was taken with the URL of specific pages to ensure that they were not too far buried in the site structure, while still maintaining clear site navigation and section identity.

The resulting Laborie website provides complex content relationship mapping, intuitive and robust search functionality, a comprehensive navigation structure, optimized pages and content, various ways of accessing content, and much more, all in an easy to use and maintain CMS, Kentico.

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