Overview
The Jackson Laboratory is a life science nonprofit dedicated to advancing scientific research through the creation and study of genetically modified mice. As the Manager of Creative and UX Strategy, I spearheaded a comprehensive update of the Mice and Services webpages—one of the organization’s most critical digital assets. This ongoing project focuses on enhancing webpage design, optimizing calls-to-action (CTAs) and forms, leveraging web analytics, and managing diverse stakeholder needs.
My Role: Creative Director, Project Manager, UX/UI Designer, Experience Designer, SEO Manager
My Tools: Figma, Adobe Illustrator, Adobe Workfront
Challenge
The Mice and Services webpages had historically been updated in a fragmented, piecemeal manner, due to a lack of clear ownership. This led to brand inconsistencies, redundant content, and a navigation structure that confused users and hindered site maintenance.
The project also required managing and aligning input from a range of stakeholders, including Product Managers, Business Unit Managers, Customer Service, Technical Information Scientists, and Sales teams. Collaboration across these groups was essential to streamlining updates and driving progress.
Additionally, the absence of a holistic strategy for the website meant that SEO had not been prioritized, resulting in missed opportunities for improved search rankings and discoverability.
Solution
To address these challenges, we implemented a structured process for webpage updates that fostered transparency and earned buy-in from key stakeholders. By presenting medium-fidelity mockups early in the process, we aligned expectations around page design, navigation goals, and technical requirements. This proactive approach significantly reduced the need for revisions later, enabling us to update 19 pages in 2024—more than in any previous year.
While the project is ongoing, we have already seen measurable improvements, including increased impressions for targeted keywords, higher Google search rankings, and greater user engagement with the updated pages. These results demonstrate the impact of a cohesive strategy and provide a strong foundation for future updates.
Earning Project Buy-In
The responsibility for maintaining and updating the website fell primarily to the marketing team, but securing support and resources from the business units was critical to making meaningful progress.There was hesitation due to previous website update initiatives that had failed to materialize. To overcome this skepticism, we developed medium-fidelity mockups that effectively communicated a clear, long-term vision for a visually consistent and functional website. These mockups demonstrated thoughtful solutions for presenting diverse types of information and helped build confidence in the project’s direction.
Beyond serving as a persuasive tool, the mockups addressed existing UI issues that negatively impacted user interactions. They were designed to fix problematic components that we were currently using on our pages. By addressing these pain points upfront, we showcased our commitment to creating a more effective and user-friendly website.
Developing the Pre-Work Packet
A key improvement in our website update process was the introduction of the "Pre-Work Packet." To address colleagues’ unfamiliarity with Figma, I created a PowerPoint-based project brief, a format they were more comfortable using.
The packet included essential details like current and future URLs, stakeholders, and project objectives, along with competitive analysis data, such as links to competitor webpages, screenshots, SEMRush keyword comparisons, and Google Analytics insights. This information helped Content Writers and Product Managers understand the webpage’s goals and identify opportunities for improvement.
The final section paired updated copy with mockups, illustrating content placement. By using PowerPoint, we reduced barriers to collaboration, making it easier for colleagues to provide feedback, share files, and suggest layout or content changes. While it wasn’t the designers’ preferred tool, it proved effective in gaining the input we needed to move the project forward.
Continual Collaboration
Once the Pre-Work Packet is approved by stakeholders and content writers, the most time-intensive phase is complete. Collaboration remains key in the subsequent steps to ensure the final product meets everyone's needs. I create a PDF version of the webpage with the approved content in place, allowing stakeholders to review the page in a format that closely mirrors the live website. This step encourages feedback on layout, flow, and content placement in a way that feels tangible and accessible.
After incorporating any final edits, the webpage is developed, and a preview link is shared with stakeholders for another round of review. This ensures alignment and provides an opportunity to address any last-minute concerns. Once the preview is approved, the page is launched!
Post-Work Packet
After a page has been live for at least three months, I conduct a User Research-based Post-Work Packet to evaluate its performance and identify areas for further improvement. This packet includes a side-by-side comparison of the old and new pages, highlighting design decisions made to improve hierarchy, flow, and usability. I also incorporate scroll depth and heatmap data to assess user engagement with the updated design.
Using Google Search Console, I analyze search terms to determine whether they better align with our key audience or remain consistent where stability is desired. From this analysis, I document recommendations for additional updates and ongoing improvements, continually refining the user experience to be more intuitive, browseable, and optimized for search engines.
