Waterhousex Lean Mean.
Cerus Web Projects
Solution presentation by Lean Mean Creative Machine — June 2020
LMCM has been tasked with re-imagining the Cerus corporate website and related product websites (including campaign launch) in collaboration with Waterhouse Brands. This Solution Presentation outlines goals, scope of work, key solutions, process overview and a critical path forward.
Cerus Corporate Website
Above all else, this website must enforce the Cerus mission of safeguarding the world’s blood supply. We must do this through our words, our visuals and our architecture.
Build an infrastructure that supports a focus on 2 products (with the ability to scale products). This includes defining a master navigational architecture that accommodates a multi-product solution.
Elevate design to a more modern layout, interface and aesthetic to create more clarity, ease of navigation, and position the brand as forward thinking and industry leading.
Introduce strategically driven structural elements that facilitate user goals. How can we apply design thinking to build creative approaches to our content?
We must build a platform that speaks to both existing and future employees by painting a vivid picture of Cerus’ accomplishments and a roadmap for its future.
Now that we know what we need to do, let's talk about how we're going to do it. Here are a few ideas to get us going.
FOllowing the 4 pillars
Craft a powerful hero section that packs a punch. This is our one and only chance to make a first impression and plant a flag in the ground, setting the tone and vision for the rest of the user’s interaction with our brand. We want a hero section that is strong, clear and very certain of itself. The way to communicate that visually is by clearing out the clutter and leading with a singular, strong statement.
What if we immediately followed our flag planting statement with direct examples of exactly how we are leading the industry and safeguarding the world’s blood supply?
- A module that shuffles through the Cerus products, briefly describing how they have pushed the industry forward with links to their respective websites.
- Also to include pipeline products.
And then, finally, tying it all back to the patient.
- Perhaps we showcase real life stories of people who have been impacted by our products.
- Grid/quilt of images of our patients
- Visualized data / animated counters of how many people have been positively effected by Cerus products
- Rather than building a pipeline page that showcases “whats next” for Cerus, what if we built an interactive timeline that allowed viewers to get a birds eye glimpse of the company’s past, present and future.
- Flat versus tiered nav
- The navigational structure is our first opportunity to better organize the user experience.
- Traditional nav bars have been evolving a lot in the last few years. They’re being re-invented and re-imagined to support the unique goals of the organization.
- We must determine how heavily we prioritize driving attention to the core products versus other action items and then build a tiered navigation
Currently the website is divided into a significant number of sub pages.
- Dated SEO practices
- Audiences > inform strategic content decisions
- No need to prioritize organic search traffic
Defining a critical path forward.
Defining a critical path forward.
We’ve done this for long enough to know that process is everything. With a great process, we can be efficient, effective, and almost guarantee a successful project outcome. We have honed and refined a very specific process over the years that has led to hundreds of successful projects, here’s a brief overview of how it works.
– Content Map
– Strategic content approach
– Phase 1: Homepage
– Phase 2-4
– Annotated functionality
– Identify all hover/active states
Development / Prep for Cryo
*Begin prep for Cryo product site
our 3 tiered Project Management system