Discovery & Analysis
Clarify audience profiles, intents, constraints, and success signals.
B2B Go-to-Market - Regulated Animal Health
Designing the GTM digital experience for an animal health company's Swine Business Unit, serving veterinarians, KOLs, and farmers within regulatory and CMS constraints.
Overview
I redesigned the Go-to-Market digital touchpoint for the Swine Business Unit of a regulated animal health company, moving it from a generic content hub to a profile and intent-led experience serving veterinarians, KOLs, and farm owners.
Problem statements
The portal treated very different audience profiles as one. Content depth and language often didn’t match the user’s role, which increased cognitive load and made discovery harder. This created noise to people wandered across unrelated sections, and the channel underperformed as a GTM asset for education, trust-building, and driving next actions.
Strategy
- Shift from “one portal for everyone” to clear paths by audience profile and intent, increasing relevance and reducing noise.
- Define content depth and language rules per profile (simple where needed, technical where required).
- Use progressive engagement: deliver value before heavy gates (e.g., early login), reducing early drop-off.
- Ground decisions in the best available evidence: desk research, benchmarks, stakeholder interviews, plus SEO/analytics signals when available.
My role
Sole designer on the project. I led UX/UI end-to-end: I framed the problem, defined the structure and navigation model, designed user journeys, produced wireframes, and delivered implementation-ready UI. I facilitated decision alignment with business stakeholders and partner teams (PM/PO, engineering, SEO/analytics, and the client's product and business team) to keep the solution feasible within platform constraints.
Design process
To translate the new Go-to-Market direction into a shippable experience, I structured the work in three connected pillars:
Experience definition
Define profile-led paths, navigation, and content rules.
UI design
Deliver production-ready UI within existing platform boundaries.
Key learnings & Trade-offs
The project delivered a validated information architecture and segmented experience aligned with the Swine BU Go-To-Market strategy and existing technical constraints.
Key stakeholders aligned on audience segmentation, content hierarchy, and navigation logic, creating a clear foundation for implementation and future evolution of the digital channel.
Profile-led paths vs. one portal for everyone
Higher structural complexity.
Trade-off: faster discovery and stronger relevance per audience.
Content depth by profile vs. “same content for all”
Reduced confusion for farmers while keeping credibility for veterinarians.
Trade-off: increased editorial complexity.
Progressive engagement vs. early gating
Prioritized adoption and early engagement.
Trade-off: gating can be introduced later once value is proven.
What changed
- Repositioned the portal from a generic repository to guided journeys by profile, with clearer hierarchy and next actions.
- Improved navigation to support faster discovery and fewer misroutes across unrelated sections.
- Delivered final UI aligned with visual guidelines and ready for implementation in the existing CMS.
Evidence & Results
Because this was a consultancy engagement, my scope ended after delivery, so I did not run a full post-launch measurement cycle.
Still, success was defined as adoption and engagement by profile (content views, time-on-page, and journey progression).
What I delivered enabled measurement: clear journeys and CTAs per profile ideal for event tracking and for comparing performance across audience profiles over time.
What changed structurally
A profile-led navigation model with consistent rules for content depth and language.
A scalable structure that supports content growth without breaking findability.
A measurement-ready setup: journeys and CTAs that can be tracked by audience profile to validate impact.
Next steps
Now (0–4 weeks) → Next (1–2 months) → Later (quarter+)
Instrument analytics by audience profile: time-on-page, scroll depth, CTA clicks, pages per session, and journey completion. (Now)
Establish a baseline, then run profile comparisons (veterinarians vs. farmers) to identify bottlenecks and opportunities. (Next)
Iterate on navigation and content prioritization based on engagement signals, while keeping progressive engagement principles. (Later)
