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Marketing site

The challenge: The Portico marketing site was full of technical jargon, intimidating and confusing the librarians whose interest it was trying to attract.​


The Solution:

My team held sessions in which a cross-section of the staff took part in exercises designed to draw out the most important aspects of the service. I then interviewed a handful of managers who walked me through what their teams did, how they did it, and why.

The results:

I simplified and clarified the description of what Portico does and put it front and center on the homepage, and explained every step of its process in non-technical terms. More technological-minded visitors could easily discover and read industry articles and presentations written by the staff on a dedicated section.


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