Redesigning Abbott Laboratories’ Cardiovascular AEM Environment

Project Overview

Cimarron Winter translated a high-level design vision into an effective and maintainable website for Abbott Cardiovascular. By providing strategic solution architecture and helping integrate four disparate business units into one unified brand, Cimarron Winter turned digital opportunity into a strong AEM environment.

Cimarron Winter defined solution architecture, content strategy, and CMS processes in order to deliver a unified cardiovascular website that was built for long-term maintainability.

Business Challenges

As Abbott Laboratories grew during and after a recent acquisition of cardiovascular business divisions, their teams pinpointed the need for:

  • A cohesive go-to-market experience for disparate business divisions

  • Unified content strategy on a single website

  • A consistent user experience (UX)

  • Improved organic search results

  • Cohesive country-site experience and translation management

  • Smoother website maintenance and management


Cimarron Winter’s Key Project Capabilities

  • Digital Project Management

    Digital Project Management

  • User Experience Design

    User Experience Design

  • Solution Architecture & Analysis

    Solution Architecture & Analysis

  • Content Strategy, Planning, & Writing

    Content Strategy, Planning, & Writing


Project Scope

In order to align with a new strategic direction, Abbott decided to merge three business divisions into one unified cardiovascular website that served both healthcare providers and patients. The marketing team identified the need for a new digital strategy plan, technical architecture, robust UX, and comprehensive content development. So, they partnered with Cimarron Winter.

Our goal was to ensure delivery of both a redesigned website and a system that could support ongoing content needs from multiple partners over time. 

This complex digital project included multiple workstreams, focused in three main areas:

  • UX Design - defining, developing, and documenting a design system, creating page-level design direction, and production design

  • Architecture - aligning on principles to best leverage AEM, defining technical requirements, and overseeing development of more than 15 custom AEM components

  • Content - creating and executing all content from content strategy and planning to copywriting and editing

With our knowledge in enterprise design systems, regulated content industries, and AEM platform capabilities, we delivered the essential building blocks of a best-in-class website.

Results

Working together with Abbott digital and IT teams, Cimarron Winter created robust solution architecture and delivered web experiences based on digital best practices for design, content, and technology, to meet the needs of both users and the disparate cardiovascular Abbott businesses. 

In addition, Cimarron Winter’s project management offering was essential. The project depended on our ability to adjust to changes in timelines and re-prioritize project deliverables to accommodate the needs of this highly regulated medical device industry.

The site continues to morph and change over time, built upon the foundations implemented by the collaborative efforts of our team and Abbott’s. Cimarron Winter helped Abbott find:

  • Improved organic search results

  • Improved time on site

  • Regulatory process improvements

  • Standardized tools that help teams maintain site effectively and easily

  • Higher customer experience ratings

  • Unified brand presence across multiple disparate teams

  • Clear and effective globalization processes and brand consistency


Project Team

  • Project Manager

    Project Manager

  • UX Strategist

    UX Strategist

  • Content Strategist

    Content Strategist

  • UX Designer

    UX Designer

  • Production Designer

    Production Designer

  • Copywriter /  Editor

    Copywriter / Editor

  • Technical Architect

    Technical Architect

  • Business Analyst

    Business Analyst

  • QA Tester

    QA Tester

  • Web Analyst

    Web Analyst

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