ENGIE Impact is a leader in the sustainability consulting space, helping companies reach their Net Zero goals. To showcase this expertise our though leadership is a big driver of being a leader in the space and a big factor in our potential users converting. Our current insights user journey buried content and had a lot of dead ends and we needed to find new ways to showcase our most recent content.

Rather than presenting an extensive archive of existing content on our Insights page, we aimed to create a more modern and user-focused experience by selectively surfacing content. User research revealed that visitors prefer searching for topics of interest, so we curated collections like "Net Zero" and highlighted these topics through multiple prominent placements across the site.

We did a competitor analysis on Bain and Mckinsey's(our top 2 competitors) Insights experience and found their are also taking this topic first approach. We leveraged expertise from our SEO vendors to ensure these new topics and collections includes best practices, while also supporting our project goals.

With hundreds of existing pieces of content to organize within the new topics, the digital team developed an in-house machine learning tool to efficiently categorize existing content and guide the organization of future content.

Google Analytics data shows that most users who convert (by filling out a contact form) visit multiple pages of content beforehand. To optimize the user journey, we ensured there were no dead ends by continuously serving users with related content tailored to what they were currently reading.

With the refreshed modules we designed, we quickly assembled wireframes and created a simple click-through prototype. This prototype allowed us to test the information architecture and present effectively to stakeholders

Aligning with Craft CMS principles, we designed a flexible system of reusable modules that could be arranged in various orders across different pages. This modular approach emphasized the need for a seamless handoff.

To ensure clarity, we provided detailed development specifications for each module and its variations, specifying how they would be implemented in Craft. The design leveraged existing spacing and typography standards already used in other website modules for consistency and efficiency.