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
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Digital Project Management
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User Experience Design
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Solution Architecture & Analysis
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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
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Project Manager
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UX Strategist
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Content Strategist
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UX Designer
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Production Designer
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Copywriter / Editor
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Technical Architect
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Business Analyst
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QA Tester
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Web Analyst
How Can We Help?
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