Zoetis, the world’s largest animal health company, is rapidly expanding in petcare diagnostics. Initially spread across multiple global sites, they needed a unified website to organize, educate on and promote their Diagnostics offerings. The goal was to create a website driven by a thoughtful brand and UX strategy that showcased their portfolio, supported future growth, and, most importantly, generated leads.
Zoetis Diagnostics
Website
User goals
We identified the needs and expectations of the target audience—prospects, customers, and sales reps. By defining these goals, we mapped out user journeys that helped to shape the site structure.
Site architecture
A successful website strategy needed to make sense of the nearly 2 dozen offerings included in the Zoetis Diagnostics portfolio, elevate its key differentiator and drive leads. To achieve this, we organized the portfolio into a simple, clear navigation to highlight how each element worked together. We mapped user journeys through to successful organic lead generation, resulting in a huge increase in form fills in just the first month.
Component library
We developed an extensive component library in Figma to streamline the process and create a shared language among designers, copyrighters, project managers, and developers. By utilizing these components, we improved efficiency and scalability, ensuring the website could easily evolve and adapt over time.
Mega menu design
We implemented UX best practices, such as using a mega menu, to effectively organize their extensive portfolio. This approach established a clear hierarchy and allowed us to prominently feature key areas of the website like their new AI-driven analyzer products.
Integrated design
The scalable portfolio diagram, featured on high-level pages, highlights the interconnections within the portfolio, helping our audience visualize how they can use each diagnostic tool to their full potential.
“I realized that for what we were looking for, we needed a strategic partner. We wanted to consolidate our global sites and needed one modern web presence to generate leads, but also deliver an exceptional user experience for both our clients and sales team. It was a huge ask, but the FWD team understood the challenge and helped us navigate every step of the way. We’re so happy with the outcome.”
Alex Miller, Head of Portfolio Marketing, Global DX
Outcome
Takeaways
Given the tight timeline, we executed the site in multiple phases, with Phase 1 encompassing an extensive range of content across the entire portfolio. Subsequent phases will focus on adding depth and further enriching the Zoetis Diagnostics story. Given the scale of the project, collaboration was crucial to success. Our close partnership with Zoetis and the development team was key in managing several work streams to bring our creative to life and complete all Phase 1 deliverables in less than 6 months.
Results
59% onsite engagement rate from organic traffic
370+ leads generated
30,000+ content downloads
My Role
UX & UI Director
The Team
Heather Swales Strategy & IA
Hannah Bergeron Copywriter
Emmet Gustafson Account Director
Jamara Haymore-Carr Project Manager
Jamon Sin Designer
Nick Kassebaum Designer
Epsilon Development