Web overvivew exec deck 10.08 copy

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Website redesign - Executive Overview

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Web overvivew exec deck 10.08 copy

  1. 1. Jim Venable October 2008 Website Redesign Executive Overview
  2. 2. Agenda <ul><li>Project Background </li></ul><ul><li>Redesign Strategy </li></ul><ul><li>User Experience </li></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>Custom Applications </li></ul></ul><ul><ul><li>Bells & Whistles </li></ul></ul><ul><li>Launch Plan </li></ul>
  3. 3. History – What were we solving? <ul><li>Yesterday </li></ul><ul><li>Multiple sites and web based solutions </li></ul><ul><ul><li>No interface b/w sites </li></ul></ul><ul><ul><li>Inconsistent user experience </li></ul></ul><ul><li>Sites were not scalable </li></ul><ul><ul><li>Outdated & uncommon language </li></ul></ul><ul><ul><li>Inconsistent platforms </li></ul></ul><ul><li>Inconsistent User Experience </li></ul><ul><li>High cost to run and maintain </li></ul><ul><ul><li>At mercy of vendor for maintenance at premium rates </li></ul></ul><ul><ul><li>Not able to keep pace w/ our growth </li></ul></ul><ul><li>Lost revenue - Loss of traffic </li></ul><ul><ul><li>Limited SEO in current platforms </li></ul></ul><ul><ul><li>Frustrating user experience = high abandon rate </li></ul></ul><ul><li>Tomorrow </li></ul><ul><li>One Global Site </li></ul><ul><li>Best practice driven </li></ul><ul><li>Content Management System (CMS) environment </li></ul><ul><ul><li>We control and administer content updates faster and cheaper </li></ul></ul><ul><li>User experience brought to life </li></ul><ul><ul><li>Content – Multimedia – Interactivity </li></ul></ul><ul><li>Drive Revenue </li></ul><ul><ul><li>Call to action on every page </li></ul></ul><ul><ul><ul><li>Locate a Doc (consumer) </li></ul></ul></ul><ul><ul><ul><li>Request more info (Dr) </li></ul></ul></ul><ul><ul><li>Robust Search Functions </li></ul></ul><ul><ul><ul><li>Site search – find if fast </li></ul></ul></ul><ul><ul><ul><li>Organic site traffic – SEO compatible </li></ul></ul></ul>
  4. 4. Bells & Whistles – Custom and Enhanced Functionality <ul><li>Cutting edge Locate a Doc search </li></ul><ul><ul><li>Predominate placement on every page </li></ul></ul><ul><ul><li>Menu of search filters </li></ul></ul><ul><ul><li>Range of parameters </li></ul></ul><ul><ul><li>Dr specific tracking </li></ul></ul><ul><li>Media rich Photo Gallery </li></ul><ul><ul><li>Filter by treatment type </li></ul></ul><ul><ul><li>Search by condition, treatment or body part </li></ul></ul><ul><ul><li>Easy uploads via CMS </li></ul></ul><ul><ul><li>Progression photos </li></ul></ul><ul><ul><li>Multi media interactivity </li></ul></ul><ul><li>Maximize lead gen through on-line strategies and permission based dialogues </li></ul><ul><ul><li>“ Request more info” predominate on every page </li></ul></ul><ul><ul><li>On line survey </li></ul></ul><ul><ul><li>Add whitepapers to marketing mix </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><li>Engage users via multi-media content throughout the site </li></ul><ul><ul><li>Patient testimonials </li></ul></ul><ul><ul><li>Media center / PR coverage </li></ul></ul><ul><li>Event Marketing / Mgt to the next level </li></ul><ul><ul><li>More features </li></ul></ul><ul><ul><li>More tracking and metrics </li></ul></ul><ul><li>Easy access webinar links </li></ul><ul><li>Robust Search capabilities </li></ul><ul><li>CMS platform </li></ul><ul><ul><li>Real time updates by business owners </li></ul></ul><ul><ul><li>Maximize and adapt for SEO, SEM </li></ul></ul><ul><ul><li>Foundation for social community (e.g. Fraxel forum) </li></ul></ul><ul><ul><li>Platform for Sales and Distributor portals </li></ul></ul>
  5. 5. Launch Timeline – Key Milestones 10/24 – 10/31 10/17 – 10/24 11/1 - 12/31 X X <ul><li>Site Delivered </li></ul><ul><li>Reliant QA </li></ul><ul><li>Internal Presentations </li></ul><ul><li>Launch Communication </li></ul><ul><li>e-blast (sales) </li></ul><ul><li>e-last (customers) </li></ul><ul><li>e-blast (prospects) </li></ul><ul><li>Go Live (est 10/27) </li></ul><ul><li>Press Release (launch +2) </li></ul><ul><li>Webinar (launch +5) </li></ul><ul><li>Site Enchantments </li></ul><ul><li>RSS </li></ul><ul><li>Event Mgt </li></ul><ul><li>Site Maintenance & Updates </li></ul>X X X X X
  6. 6. Page Templates
  7. 7. Entry Page Easily reconfigured for NewCo launch
  8. 8. Consumer/Patient Homepage
  9. 9. Consumer/Patient Homepage Strategic choice - engage with media and motion 1st. Then dive deeper into content Present on every page
  10. 10. Physician Homepage Dr User Experience: Bells and whistles minimized. Content is immediately visible
  11. 11. Top Nav Sub Page Template Comprehensive navigation/search options minimizes risk of abandonment
  12. 12. Deeper Dive Sub Page Template Balance of content rich text with media interface drives rational and emotional connections
  13. 13. Multi-media template Multi media; streaming video, patient testimonials, and in the news

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