Personas, content inventory and audit, content strategy

UX and IA discovery activities for Logicalis

The Insight

Merchant was asked to move the Logicalis website from its current content management system (CMS) to Episerver.

As part of that work, we undertook a review of the information architecture (IA) and user experience (UX) of the current site.

The aims of the review were to:

  • Identify any immediate changes to improve the navigation or presentation of content
  • Understand and start working towards a defined user experience and content strategy for the site
  • Meet new business and marketing objectives
  • Create a multilingual site
  • Appeal to a worldwide audience
  • Manage social media

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UX and IA discovery activities


a review of current site, an audit of competitor sites, discovery sessions with Logicalis stakeholders and an interview with an IT procurement manager.



imagining how the customers could use the site. We identified key user types and created character sketches for each. This activity helps us to walk in the customers’ shoes and can help to define or trigger ideas for site features or design.

Logicalis Data Customer Engagement Website shown on mobile phone

Wireframes and site maps

UX and IA ideas are presented as site maps and wireframes. These are intended to illustrate conceptual thinking, with the main objective to create a framework for navigation that will support future work and the strategic aims of the site.

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fully researched personas were created to give an insight into how people work and how the site could improve their working lives. Because different people or groups of people want to interact with the site in different ways or at different levels (and the same person might behave differently at different parts of their workflow), the site needed to support different behaviours and entry-points.


Content inventory and audit

a full review of the current content to create a rationalised and coherent structure of content.


Content strategy

the inventory and audit helped to inform a strategy for how content should be written, used and re-used across the site.


Style guide

guidelines for writing and presenting content, including aspects of style such as tone of voice and information design such as typography and the use of images to help explain concepts.

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The Results

Merchant delivered a solution for the 11 countries to be positioned on an Episerver license. The results are a sleek, well-designed site, with intuitive information architecture and common-sense navigation.

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