Empowering Growth – K2P’s Remarkable 227% session duration increase
- SEO
- Stakeholder interviews, UX design, Visual design
- Development
The Challenge
Knowledge to Practice (K2P) is a leading provider of continuing education for cardiologists and internists around the country.
Ahead of a major round of funding, K2P was in search of a website that would:
- Establish K2P’s credibility in a crowded space,
- Help individual practitioners find the right product for them, and
- Guide medical decision makers towards K2P’s new enterprise product.
Their previous website accomplished none of those three goals, and outdated content prevented prospective customers from choosing K2P.
The Process
After user and stakeholder interviews, we synthesized our findings into data-backed user journeys. These gave us a better understanding of how physicians and health system employees alike interacted with K2P’s digital platform, exposing some of the problems with the current site’s layout and content offerings. Focusing our work around user behavior, we reorganized the K2P’s information architecture (IA), creating easily-discoverable groups of pages relevant to each primary audience.
With the IA set, we moved to wireframing, assembling a number of pages based on flexible content modules that can be added, removed, and rearranged as needed. With the wireframes set, we consulted with K2P’s internal team on content production and management, setting deadlines and goal posts to ensure on-time delivery of all content.
The Results
The proof is in the numbers
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