April, 2018

ELEVATE Corporate


  • -69.36% Page download time
  • +51.92% New website users
  • +87.17% New Google search users
  • +240% Assessment page traffic
  • 3.5% Benchmark conversion rate


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Google Analytics

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Google Optimize

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Google Tag Manager

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Salesforce Pardot

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1. Inspection

Identified major and minor problems within ELEVATE’s digital eco-system by inspecting existing:

  • Infrastructure
  • Security
  • Performance
  • Language
  • Engagement
  • Content management system
  • User interface
  • User experience
  • Search engine rankings
  • Technical processes
  • Information architecture
  • Usability

Created inspection deck. Shared insights with senior leaders. Suggested direction forward using an innovative, modular, scalable and human-centered approach.

2. Structure

Existing website had no sitemap which produced poor URL structures. This damaged search engine rankings. Key areas of the website were inaccessible. No structure prevented scalability and modular design. The CMS was insecure and out-dated. Human experience was frustrating because of structural inconsistencies. 27% of the website was duplicate content.

  • Created sitemap for existing website by reviewing, extracting and improving information architecture
  • Identified core sections from existing sitemap by collaborating with team members and analyzing Google data
  • Understood human behavior on existing website pages by analyzing Google data
  • Created sitemap for new website by prioritizing Google data and feedback from key stakeholders
  • Ensured security by laying foundations for robust and maintainable structure
  • Ensured scalability and modular design were compatible with new sitemap by identifying design patterns
  • Ensured top visited pages were prominent in sitemap by displaying them in the main navigation and header
  • Reduced page path level from 5 to 3 by combining related sections, allowing easier access to key areas of website
  • Removed duplicate content by combing key website areas

3. Wireframe

Existing website had no wireframe which produced poor layout of priority content. Wireframes allowed easier communication of direction with key stakeholders. Identifying major issues early in the design process reduced time-consuming revision loops.

  • Defined ELEVATE website needs and goals by collaborating with team members and key stakeholders
  • Mapped out key functionality of pages by researching latest design trends and features
  • Reviewed wireframe to gather feedback early by sharing with team members and key stakeholders
  • Created information hierarchy by researching competitor websites and analysing data
  • Focused on human experience by understanding behaviour from analytics, creating persona’s and characteristics research
  • Processed website specification by sign off on core functionality and website goals

4. Prototype

Existing website had no prototype which produced design inconsistencies and brand confusion. Prototype allowed demonstration of website core functionality and structure. Key stakeholders were given clear understanding of design intent, allowed early feedback and validation of the product before development.

  • Designed style guide to remove inconsistencies and brand confusion by reviewing brand guidelines
  • Created interactive prototype by defining modular and scalable design elements
  • Focused on core functionality by researching and prioritizing human feedback from data
  • Reviewed prototype to gather feedback early by collaborating with team members and key stakeholders
  • Empathetic toward human experience by creating high-fidelity prototypes that allow live interaction and feedback
  • Focused on search engine optimisation by establishing relationships between design and structure

5. Development

Existing website was using an insecure and out-dated CMS. YOOtheme Pro prevented customisation and third-party development of the core system. Poor infrastructure prevented governance over website changes. Code changes were made on the production website without being tested in a staging environment. Permission and login credentials were not documented or managed. Innovative technologies were not being exploited to ensure mindful growth and excellence.

  • Implemented WordPress CMS
  • Removed un-used themes and cleaned functions.php for increased performance
  • Installed latest technologies such as Node.js and NPM for an advanced development environment
  • Established Docker environment for custom development of WordPress core
  • Implemented custom CSS framework by developing reusable components
  • Developed 10 custom CMS sections e.g. Slider, Services, Events etc. to allow on-demand scalability
  • Developed 25+ custom CMS page templates that allow dynamic content and agile scalability
  • Documented CMS user guide inline with visual editors
  • Developed AJAX filtering and dynamic search on Events, Insights, News and Media and Careers pages
  • Assisted with setup of staging website to ensure governance over code changes
  • Assisted with researching hosting providers, infrastructure setup, permission setup and credential documentation

6. SEO

Existing website ranked poorly in search engines because of poor structure, duplicate content, poor infrastructure and more. Needed to review existing structure, install search engine plugins, identify keywords/phrases and research cost-effective SEO software solutions. Search engine optimization is an on-going process that requires maintenance.

  • Reviewed existing website structure by identifying and removing problematic URL structures and duplicate content
  • Setup Google Analytics for report generation
  • Setup Google Tag Manager for easy goal tracking implementation
  • Setup HotJar for website visitor content tracking
  • Created SEO structure template for page titles, descriptions, URL and keyword research
  • Optimized website speed and performance for search engine rankings
  • Delegated technical and creative issues by collaborating with team members and key stakeholders

7. Project Management

Existing website enhancements were not managed by being mindful of growth. Ad-hoc requests were being made through multiple channels. This created confusion over priorities. There was no clear understanding of work load. This had a negative impact on teamwork. Enhancements were difficult to track, govern and review. Revision loops increased. Quality of deliverables were effected due to juggling multiple large projects. Wrike was dis-organised and not being used effectively to enhance productivity.

  • Lead organization of Wrike projects by reviewing website roadmap and implementing realistic project timelines
  • Assisted with planning of website roadmap and future enhancements
  • Lead direction between team members to log workload in Wrike
  • Restricted ad-hoc request distractions by logging and prioritizing based on priority
  • Enabled tracking and reporting of website updates to ensure governance and quality control
  • Decreased revision loops by establishing project lifecycles and workflows
  • Increased team work, productivity and quality of deliverables by allowing team members to focus on limited projects

8. Training

Existing website had no process or governance. Requests were being implemented on an ad-hoc basis, in a production environment, without any thought of what is trying to be achieved. New content had no defined goals or data measurement. Project management was poor. This slowed productivity and prevented clear direction for team members. Existing website CMS was complex and troublesome to update due to structure and theme restrictions. Project lifecycles, following industry best practices, were not established.

  • Directed training sessions during weekly team meetings by sharing knowledge and understanding of best practises
  • Created templates for website enhancement goals by collaborating with team members and key stakeholders
  • Organised Marketing Wrike in accordance with IT guidelines
  • Created visual flow diagrams outlining guidelines for project lifecycles
  • Directed face-to-face training sessions on infrastructure setup and programming methodology
  • Directed face-to-face brainstorming sessions on project wireframes and prototyping
  • Delegated technical and creative issues by collaborating with team members and key stakeholders


ELEVATE are the industry leaders in sustainability and supply chain services globally. Their services and products contribute towards creating a sustainable future.

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