Helped CSL & CSL Behring take their 100 years of expertise into a new digital age with a website that strives to meet commitments and exceed expectations.
A globally known biotherapeutics company, CSL is a leader driven by its promise of saving lives and protecting the health of people. To reflect this commitment of serving patients and innovative advancements, they needed a website redesign that would continue to set themselves apart and push their brand into the future.
- Lead UX Designer
- User research
- Usability testing
Worked across teams to make sure the CSL brand essence shines through to connect with patients and users. I led the UX design with informed decisions from user research, content strategy, and user testings.
The Why - brand strategy
I worked with the Strategy team to understand and deploy the digital strategies for CSL and CSL Behring.
The CSL brand focuses on conveying the brand promise and features content that shows how the promise is delivered. As the main website, it will act as a gateway to product sub-sites such as CSL Behring and Seqirus. CSL.com will:
- "Deliver Our Promise"
- Be a trusted source of relevant content for personas
- Provide updated information on product pipeline and R&D
- Attract potential talent
CSL Behring serves as the natural step from CSL.com, providing more specific disease and treatment information for health-care professionals and patients. It provides:
- information on treatments within each therapeutic area
- functions as a gateway to brand and product specific sites
- patient support programs
The How -user centric content
The new CSL and CSL Behring websites has 5 distinct personas. Extensive user research and interviews helped define what content type will address each persona needs.
One of the main ultimate goals of the redesigned websites is to steer away from dry, technical content BUT to demonstrate warmth and supportiveness from the CSL brand. To accomplish, we took a storytelling approach by introducing stories and quotes to connect with personas such as the Career Seekers, Patients, and Healthcare Professionals.
Modular design system
In order to manage the breadth of content types, I created a modular design system that became the foundation of the websites and a means to streamline the collaborative process. The modularity of the design was a tremendous help in various areas of the project:
- content planning
- responsive views
- increasing communication across teams and client
- design handoff
Creating an intuitive user experience was a priority. It was important that the different content fed to each persona would help and support the user journey. We drilled down into every detail, iterating, and testing interactive prototypes with users and teammates to understand behavioral patterns, user flows, and common questions.
Strategy Lead: Charlotte Ramsby
UX Lead: Anna Deu
Design Director: Conrado Colnaghi Silva
Content Editor: Kevin Gallagher
Front-end Developer: Kyungmin Yang
Back-end Developer: Jesper Bunch
Back-end Developer: Eric Ramseur