After undergoing a major organizational realignment, Bristol-Myers Squibb (BMS) wanted to transform their website experience to better reflect who they are and what they are becoming – a pharmaceutical company focused on discovering, developing and delivering innovative medicines that help patients prevail over serious diseases.
(February 2016 – March 2017)
At VML, I led the Experience Design (XD) – and worked in step with Account, Project Management, Content Strategy, Creative Design and Creative Technology – as part of the team dedicated to re-launching the site and defining the new branding. We worked with the BMS team in their Princeton HQ-based war room and across VML’s NYC and Kansas City offices.
Evaluated the original site across separate Desktop and Mobile experiences- its architecture, navigation, template design and content
Used Mobile-first design to create a responsive site that eliminated the problems of supporting separate site builds
Focused and streamlined site content from over 2000 pages down to 300
Prototyped and tested different design components to arrive at a more intuitive design that could work across desktop and mobile
Annotated our designs for Development and consulted on an as-needed basis during the site build
The new site – organized around the site users – allows BMS to add a fresh focus on storytelling about their commitments to both patients and innovation. The Agile process used to design and implement the changes enabled BMS to use a rapid, proactive approach to shepherding the content and designs through detailed compliance reviews - while maintaining the careful attention to detail necessary in a regulated industry.