For Cogent, building a website that would be able to communicate their highly specialized capabilities in a user-friendly way was an important component of their larger digital strategy. Their goal was to turn more of their website visitors into customers by highlighting their expertise and gaining visitors’ trust.
This was easier said than done. Much of Cogent’s government research is extremely confidential, so traditional case studies were not an option. Plus, there was the challenge of communicating different levels of information to potential customers who would be looking for more general information, versus specialists and other government groups who would be looking for additional depth.
Following discovery and user journey mapping work we held a week-long sprint to re-architect the site and establish content standards. Users now have a more intuitive journey taking them from initial exploration of the idea of white-papers through to submitting a service request.