Unifying Disparate Experiences

Streamlined a fragmented web ecosystem of nine websites into a seamless, user-centric experience through strategic content architecture and design.

Challenge

Apollo Global Management faced a fragmented digital experience. With nine separate websites – each with its own information architecture (IA), taxonomy, and brand identity – users struggled to navigate a disjointed ecosystem.

To create a seamless, future-ready web experience, EY was brought in to consolidate and unify these disparate platforms into a single, user-centric website.

My Role

As the lead content designer and strategist, I delivered the foundational work to ensure the new site’s IA was intuitive, scalable, and aligned with user needs.

I managed a comprehensive site audit, lead an in-depth competitive analysis, and defined a high-level IA rooted in a role-based approach to create an intuitive experience for Apollo’s diverse user base.

Untangling a Complex IA

I conducted a full audit of Apollo’s nine websites, analyzing structure and more than 120 individual pages to identify content gaps and opportunities for consolidation.

This work provided a clear roadmap for streamlining and restructuring the information architecture.

Finalized scope of web properties to bring into the unified experience.

Uncovering Competitive Insights

To inform a best-in-class experience, I led a competitive audit, evaluating how industry leaders structured their digital ecosystems and labeled key services and information.

This analysis helped shape a differentiated and user-friendly IA for Apollo.

Sample of research findings and competitive IA insights.

Defining the future IA

Building on research insights, I developed a high-level IA aligned with the role-based framework Apollo adopted. This approach allowed users – whether investors, clients, or partners – to easily find relevant content.

I worked iteratively with cross-functional teams to refine the navigation, sitemap, and taxonomy, ensuring a balance between business goals and user needs.

Overview of proposed IA and navigation recommendations.

My Impact

  • 91% increase in user engagement, demonstrating stronger trust and usability.

  • Reduced bounce rates and increased transaction completion, leading to improved conversions.

  • A unified, modern digital experience, consolidating fragmented investor touchpoints into a seamless journey.

  • Improved overall customer satisfaction, reinforcing Apollo’s credibility and brand consistency.

Before and after comparison of initial sitemaps with our integrated sitemap proposal.