Ceridian

Scroll Down

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

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

Actions Taken

In Depth Research Performed
Stakeholder Interviews
Conducted phone interviews with 13 Ceridian employees, including 2 executive leaders
Analytics Assessment
Observed tracking in place and made adjustments to the funnels to collect accurate data for a baseline
Content Usability/User Experience Audits
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
Implemented the new Organic Search Strategy and Site Map
Implemented the new Organic Search Strategy and Site Map
Provided the best practice UI/UX strategy from our lead UI/UX designer Joseph Kilrain