Problem

Ceridian had transformed as an organization and needed a refreshed online presence to communicate its new direction, drive new sales leads, and engage its key audiences. The current system architecture was complex and fragmented.

Challenges Identified

1 – Multiple Calls to Action were included on pages without users being guided toward a clear conversion path.
2 – Inconsistent and misleading navigation that created a mismatch between content displayed versus content expected
3 – Pages and tabs with shallow content signal low content quality to search engines and potentially low value to users
4 – Redirects from retired pages to the homepage prevalent which miss an opportunity to direct users to content of interest
5 – A mobile experience that was not optimized for efficient usability
6 – Data and analytics mapping inconsistent and measuring the wrong data sets
7 – Ambiguous Attribution

Actions Taken

1 – In Depth Research Performed
2 – Stakeholder Interviews
3 – Conducted phone interviews with 13 Ceridian employees, including 2 executive leaders
4 – Analytics Assessment
5 – Observed tracking in place and made adjustments to the funnels to collect accurate data for a baseline
6 – Content Usability/User Experience Audits
7 – Examined over 145 pages on the Ceridian corporate, careers, and Canadian sites.Compared the current Ceridian site to competitor sites to gain an understanding of where we could do better
8 – Implemented the new Organic Search Strategy and Site Map
9 – Implemented new data, analytics and goal mapping infrastructure for the new website
10 – Provided the best practice UI/UX strategy from our lead UI/UX designer Joseph Kilrain