Wherescape—Case Study
From fragmented global website to a lead generating, enterprise-ready website
The Challenge
Global, distributed stakeholders and a legacy tech stack slowed progress. The site wasn’t structured around buyer journeys, making it hard to convert demand in a crowded market (early ML/AI wave). Coordination required direct CEO support to secure participation across time zones during a two‑month discovery.
Objectives
Build a website that acts as a sales resource and generates qualified inbound leads.
Align global stakeholders around buyer journeys, content hierarchy, and page models.
Refresh near‑term within the legacy Umbraco environment, then deliver a full redesign.
Snapshot
Industry/Stage: B2B SaaS (data‑warehouse automation) • Website overhaul and ongoing growth program
Role: Senior Digital Strategist leading sales, discovery, strategy, IA, and content; partnered with creative/dev
Stack: Legacy Umbraco on .NET; analytics/CRM integrated post‑launch
Timeline: ~8 weeks discovery → ~3–4 weeks strategy → phased redesign & dev (initial refresh + full site)
Regions: Global (NZ, EU, Americas)
Highlights: CEO‑level engagement to unlock participation; rapid approvals once strategy landed
Services:
Digital Strategy
Buyer-journey Mapping
Content Strategy
Information Architecture
Website Strategy/Redesign
What We Delivered
Discovery + Stakeholder Alignment
Bifurcated journeys (Medicare vs. Individual/Family), streamlined navigation, and a retained broker resources area.
Buyer-Journey Mapping
Defined enterprise buyer paths and key tasks for evaluation and conversion.
Content Strategy + Information Architecture
Established content hierarchy, sitemap, and page models that connected journeys to conversion.
Phased Web Execution
Quick‑turn homepage refresh + product landing page within existing Umbraco (hosted by prior agency) → full site redesign.
Wireframes + Design Partnership
Produced wireframes for key templates; collaborated with creative to differentiate visually while honoring stakeholder preferences.
Dev Coordination Under Constraints
Scoped and onboarded .NET/Umbraco specialists; managed constraints to ship reliably.