The Ask

Introduce and validate the compelling brand story of PTC, while ensuring that visitors are guided to the appropriate exit actions.

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Tactical Pillars

With a focus on user experience, we revamped the website to showcase the PTC brand story in a compelling and authentic manner. We highlighted our commitment to innovation, digital excellence, and customer success through engaging content and visually appealing design. We ensured that our messaging was consistent across all pages and aligned with our overall brand positioning.

CONTEXTUAL

Provide the relevant information and actions at the right time.

ACTIONABLE

Meet audience needs and drive business objectives.

CONSISTENT

Stabilize and future-proof architecture and technology.

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Audience Strategy

As part of the research for PTC, I have identified key audiences and Most Valuable Actions (MVAs) that are critical for the success of the website. By understanding the unique needs and interests of these audience segments, we can tailor website content and design to effectively engage with them.

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Design Exploration

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High impact global site improvements include

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• Guiding flow by intent
  ‍Provide a guided flow experience that gives users simple choices to get to the right form or contact information
• Define the user journeys through the site
  Provide a guided experience that will make iteasy for the user to navigate and explore content
• Visual hierarchy can play a key role in allowing users to navigate your website
  ‍Properly using white space between paragraphs has been proven to increase comprehension up to 20%
• Call-to-actions should finish the sentence, ‘I want to…
• Remove Dead end pages
  Use the 404 page, 500, and other no results pages to offer up resources and redirect the user
• Enhanced Search Functionality
  ‍Create ONE integrated search experience across all PTC properties. Giving users more control over their own destiny.

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Adding Reading Time Newsroom

‍Set expectations with estimated reading time to improve engagement.

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Contact Form is Designed to Simplify‍

Remove the multiple emails through out the site and create a form which uses simple logic to dynamically submit messages based on form answers, prioritize essential fields only, and offer options for privacy concerns.

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Create Team Profiles

‍Elevate PTC leadership and patient advocates with more robust profile pages and clear contact actions.—Each person’s profile will live as a unique page containing content with high search engine relevance. This will help elevate search engine rankings and drive inbound traffic.

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Dynamic and Responsive Pipeline Page

‍Proudly showcase the many incredible ways PTC is working tirelessly to serve patients in need. The pipeline page is designed to provide a comprehensive overview of our innovative projects and promising advancements

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