After doing a lot of landing page optimization and viewing customer behavior on the website, we decided that Candeo needed a new Information Architecture and Content Strategy. They were also shifting SEO strategies and decided to put all their sister products on one domain.

This presented a number of challenges. First, how can we have a broad enough site and homepage to encapsulate all that Candeo does, but still provide a relevant and personalized experience for the many different personas that would visit.

I designed a navigation structure that put all of the top level products: Healthy Sexuality, Substance Abuse, and Depression Anxiety. Then from each product homepage we guided the user to their particular behavioral problem eg: Street Drugs, Alcohol, Prescription Drugs, or Nicotine. At that level we created a microsite type experience where users would only get content that was specifically created for their problem.

It resulted in a lot of content creation but I think will be a better experience for those seeking help on this site.

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