Business Development Web Experience and Demand Enablement

Project Overview

What: Business development web experience redesign
Where: Ara Institute of Canterbury, commercial and professional services division engaging industry and government partners
Primary Focus: Digital strategy, UX, demand generation, marketing operations

Project Context

The Business Development team lacked a clear, credible digital destination to support sales conversations. Existing content was fragmented, internally focused, and not designed to convert external interest into enquiries.

Objective

To design and launch a centralised web experience that clearly articulated value, supported credibility, and enabled demand generation.

My Role

I served as project lead and product owner, defining requirements, coordinating cross-functional delivery, and ensuring alignment between commercial goals and brand governance.

Approach

• Conducted stakeholder interviews and user journey analysis

• Defined information architecture and value proposition hierarchy

• Partnered with web, design, and content teams under tight timelines

• Implemented analytics to enable ongoing optimisation

Key Deliverables

• Redesigned business development landing pages

• Clear service positioning and navigation structure

• Team visibility to support trust and relationship-building

• Analytics-enabled foundation for optimisation

Proof Points

• 6,000+ page views and 2,700+ new users in the first month

• Primary asset used in outbound and follow-up sales conversations

• Scalable digital demand foundation established