Case Study: Web Strategy & Execution
QCNet Migration
Context
This programs focus was the migration of content from QCNet.com—a dedicated quality control resource website and portal for laboratories—to the centralized Bio-Rad.com platform. This initiative involved redesigning and launching over 70 multilingual, regulatory-compliant pages within the Clinical Diagnostics section. The goal was to consolidate resources into a scalable, user-centric structure that enhanced discoverability, ensured brand consistency, and supported data-driven optimization for engagement and conversions. Through cross-functional collaboration and the implementation of structured systems, the project streamlined content management, aligning it with global business objectives.
Key Challenges and Insights:
Stakeholder Coordination Across Teams
Multiple groups outside the Quality Systems (QS) team, which owned the core information, introduced additional opinions and requirements. This risked diluting focus and extending timelines.
Project Management Inefficiencies
An initial tracking sheet provided by the UX team proved cumbersome, leading to gaps in visibility and coordination among contributors.
The migration presented several interconnected hurdles that required proactive identification and resolution to maintain momentum:
Technical and Execution Constraints
The web and IT teams encountered limitations in preparing templates and executing builds, impacting the pace of content integration.
Securing Broad Buy-In
Gaining alignment from QS stakeholders (including campaign managers and sales), as well as field and regional teams, was essential but challenging due to varying priorities and regional needs.
These challenges highlighted the need for a centralized framework to guide the process, prevent recurring issues, and foster efficient collaboration.Approach & Execution
To address these obstacles, I adopted a structured, iterative approach that emphasized strategic planning, system-building, and cross-functional alignment. This involved auditing existing content, establishing clear workflows, and iterating based on feedback to create scalable solutions.
Gaining Alignment and Defining Scope
Agreement and sign-off were secured from the QS team on condensing disparate pages from QCNet.com into seven core resource buckets on Bio-Rad.com (e.g., Quality Controls, QC Data Management, EQAS, Education & Training, Support & Tools, and related product sections). This was accomplished through collaborative sessions with strategy, product, and campaign managers to refine content and align it with user journeys.
Establishing a Source of Truth
With the recognition of no centralized tracking mechanism, the initial UX sheet was redesigned into an enhanced project management system. This incorporated columns for progress tracking, notes, flags for revisions, and directives for developers, IT, and strategy teams, serving as a single reference point to enhance accessibility and reduce miscommunication.
Communication and Presentation Materials
With the recognition of no centralized tracking mechanism, the initial UX sheet was redesigned into an enhanced project management system. This incorporated columns for progress tracking, notes, flags for revisions, and directives for developers, IT, and strategy teams, serving as a single reference point to enhance accessibility and reduce miscommunication.
Comprehensive Inventory and Visibility
A detailed list of all pages slated for migration, including URLs and proposed destinations, was compiled and shared with UX and SEO teams. This transparency illustrated the project's scale, aiding prioritization and minimizing efforts to over-plan individual migrations.
Site Audit and Taxonomy Optimization
A thorough re-audit of QCNet.com revealed overlooked areas, such as an entire product section and high-traffic pages better integrated into the QCNet application for streamlined access. These were incorporated into the migration plan, with the taxonomy restructured to logically condense related content. This improved SEO and user experience while elevating the Quality Systems product area on Bio-Rad.com through updated forms, added lead-tracking tags, and cleaned-up SKUs, making them marketing-ready. Consequently, marketing traffic could flow more effectively through optimized funnels, moving beyond the previously fragmented paths.
Post-Migration Support
After deployment, discussions with Customer Support were initiated to manage inquiries, alongside a communication plan for existing QCNet visitors, including redirects and notifications. Regional pages and portals were reviewed and integrated, with ongoing monitoring for any additional requirements.
Tools such as Figma for prototyping, Miro for taxonomy mapping, and analytics platforms (e.g., Google Analytics) were utilized throughout. This agile methodology supported rapid iteration while upholding regulatory compliance.Deep Dive: Project Tracking System
Recognizing the inefficiencies of the initial UX tracking sheet, a comprehensive project tracking system and workflow process were developed to manage the migration of over 100 pages within a condensed timeline. This system addressed the lack of a centralized source of truth by introducing a streamlined dashboard that tracked progress, flagged pages needing revisions, and provided clear directives for developers, IT, and strategy teams.
Key features included:
Centralized Dashboard
A redesigned spreadsheet with columns for page status, notes, and priorities, ensuring all stakeholders could access real-time updates and reducing miscommunication.
Workflow Optimization
A clear process was established for content handoff, review, and deployment, enabling rapid iteration while maintaining quality and compliance.
Scalability and Agility
The system supported the simultaneous design and deployment of 100+ pages by prioritizing tasks and flagging critical dependencies, adapting to emerging needs like the inclusion of overlooked product sections.
Cross-Functional Enablement
By providing a single reference point, the dashboard empowered teams to align efforts, resulting in on-time delivery of all pages with consistent traffic post-launch.
This solution transformed a chaotic process into a structured, efficient operation, demonstrating adaptability in addressing roadblocks and creating a replicable framework for future migrations.
Outcomes and Impact
The project concluded on schedule, with all content and pages successfully migrated and deployed. Traffic to the consolidated sections post-launch matched pre-migration levels on QCNet.com, and application interactions maintained steady engagement. The redesigned Quality Systems area now offers a cohesive, performance-oriented experience that bolsters global marketing efforts, fostering higher conversions via improved user paths. By introducing reusable templates and a robust tracking system, the initiative resolved immediate roadblocks and implemented preventive measures for future migrations, improving cross-team efficiency and scalability. This endeavor strengthened Bio-Rad's digital footprint in clinical diagnostics, harmonizing creative strategy with business goals for enduring value.