Agilent Technologies
I was hired as a consulting Senior Content Strategist (name changed in early 2023 to Senior Content Architect). I reported through the Assistant VP of Digital Experience & Operations (DEO) in the Digital, Analytics, and Strategy Group. My main task was to support the Software and Services (S&S) teams by creating smart, effective content strategies that drive digital transformation, including microcopy, user interface text, article headlines, new and revised content templates, keyword redevelopment, content governance, etc. The work was a mix of developing content strategies to support both Next Gen—the internal name for the Agilent.com website redesign—and existing user needs for the Software & Services teams.
Those assignments included storytelling, business objectives, and brand promise to support the entire digital customer journey on Agilent.com.
Examples of top core deliverables/projects:
Developed all content for wireframes, prototypes, and usability & tree tests for both Services and Software product lines that, together with our UX team and our vendor, Wyoming Interactive, we could present to business stakeholders as a foundation for the Agilent.com redesign.
Incorporated search engine optimization tactics using Google Analytics, Crazy Egg, Screaming Frog, and BrightEdge to create scalable enterprise-level content and keyword strategies into 250+ group, subgroup, and product-level pages for the Software and Services product lines.
Conducted content inventories and audits, SME interviews, gap analysis, and competitor benchmarking (eCommerce heatmap) to optimize current and identify future content creation opportunities for the redesigned website, including user interface text on main website pages for my product lines.
Designed all-new flexible article templates for thought leadership and podcast marketing pages as a better way to help our customers understand complex products and services
Was instrumental in developing a keyword and metadata strategy for our new Scientific Asset Performance Management initiative that saved the Global Marketing team over $20,000 and helped deliver overall experiences that positively influenced customer perception and action, including a YouTube video that received over 1 million views via organic search alone.
Created first-ever guidelines for FAQ pages as well as significantly updated existing governance for video, CTA/hyperlinks, Contact us, promotions, and accessibility pages.
Worked with a matrixed team of stakeholders to create, review, and gain consensus around information architecture, content standards, playbooks, accessibility, localization, and workflow processes.
Built websites, style guides, and a knowledge base (KB) in SharePoint, Frontify, and Adobe Experience Manager, respectively, trained the team in their use, and regularly wrote and updated content for these platforms.
SCROLL DOWN to view some sample projects
New thought leadership article template
The goal of this page was to generate awareness and demand for the CrossLab Scientific Asset Performance Management (APM) framework. We wanted to present our enterprise customers with executive thought leader content through a variety of formats and channels. The content highlighted the customer-first, end-to-end service offering that CrossLab APM entails, and leveraged our APM expertise to establish credibility and trust to help differentiate ourselves from the competition.
I worked with the Global Marketing Manager, our Creative Services team, UX designers, and web developers to design various marketing collateral that was relevant, engaging, findable, usable, persuasive, and consistent. One example that I can share that is live on the Agilent.com site now is a custom HTML page including accompanying graphics, images, and content (microcopy, user interface text, metadata, keywords, etc.) that would help attract interest from C-level lab leaders in the Pharma & Biopharma in AFO and EMEA regions. As you can see from KPIs (below) we had to target and the resulting campaign results, the APM team was thrilled with our approach.
New landing page template for a New Product Initiative
CrossLab Connect was rebranding their digital services line-up as a cohesive group offering rather than individual software apps (think: purchasing Office 365 versus Word, Excel, or PowerPoint individually). They initially wanted to outsource the design of this page (what will become part of 5 new landing pages) to a vendor. When I interviewed the product SMEs and their global marketing manager, I was able to come up with a design that saved them over $20,000 by building the new site in-house rather than seeking external resources and using up precious limited design budget.
NOTE: Reference to FAT below is an internal acronym for Flexible Article Template.
Prototype for new Agilent.com
Pre-work Next Gen Initiative
As part of our commitment to deliver the best user experience and cater to the changing demands of our customers, we undertook an initiative as part of the Next Gen Agilent.com redesign to review all design elements and content guidelines—from the mega menu dropdown, landing pages, category, and group pages to the intricate details of the product detail page for the non-product groups, Software and Services.
A Collaborative Achievement
The success of the Services & Software redesign resulted in a collaborative effort across multiple disciplines.
As the designated Content Architect for the Services & Software product lines, I worked closely with UX/UI, Research & Analytics, our vendor Wyoming Interactive Agency, business stakeholders, our Information Architect, Sales, Gobal Marketing, Writing Center of Excellence, Creative Center of Excellence, and last but not least, Agilent customers (Voice of Customer studies) to ensure that every aspect of the redesign was thoughtfully considered and executed.
The redesign has not yet been implemented so I’m unable to show what it looks like, but I’ve included the announcement about our work on our team’s internal SharePoint site, which has a link to the Figma wireframe file and prototype, and below, showcases where the new guidelines that I built in Frontify will be housed.
Impact
This is the first step in our website redesign for two non-product groups that have been quite ignored in previous site redesigns. The work I did, in collaboration with others, not only improved the trust between the Software and Services product groups and the Design team, but they are diverting some of their Marketing budget to the design and development teams to help ensure we continue to seek content template solutions that help serve their customers specifically rather than a one-size-fits-all content template, which is what these non-product teams have been forced to work with.
New customer stories template guidelines
Our product lines were creating wildly different customer stories pages on Agilent.com so I developed a set of guidelines on our internal SharePoint site where our teams could go to learn how to improve consistency in terms of look and feel as well as brand voice using a standardized template.
Metrics:
Achieve a 100% success rate—>All teams are now using this template to tell their customer stories.
Increase web traffic/visits of +20% M.O.M.
Generate website time on page > 2:00 M.O.M.
New division team site SharePoint redesign
Our team was tasked by Christine Vargo, the new Vice President of the Digital, Analytics, and Strategy (DAS) organization, to build a new SharePoint site that reflects both the new DAS organization and the new SharePoint site design.
My main tasks were:
Build the foundation of the main DAS site.
Create 8 basic subsites and a further 9 basic sub subsites.
Migrate all the relevant content from the old SharePoint sites to the Digital Experience & Operations team site (as deemed by each team), plus all the required content for the Content Architect team site, and archive all the legacy content.
Conduct four separate training sessions for the entire DAS team on how to refine the design of their site, migrate their content, and assign permissions.
The project was completed on time without affecting the May - October 2023 budget.