Lilly

Recruitment

Internal Communications

Paid Media

Campaign Design

Supported efforts to recruit for Eli Lilly divisions, including the design and execution of targeted social media campaigns to help create awareness of new divisions and ultimately fill the open positions.

01

Objective and Target Audience

Create a single architecture for a website that hosts many secondary, affiliate sites, without compromising performance or brand integrity across a global set of audiences that includes consumers, investors, and employees.

Image of the Lilly site on a desktop

02

Challenge

Eli Lilly and Company (Lilly) approached Alipes with a simple yet profoundly complex problem. How could they take an aging digital infrastructure, improve it with modern coding and systems, maintain support for an array of affiliate sites around the globe, simplify the end user experience, and reposition around an outward facing perspective — all in the most efficient, governable and maintainable manner possible?

03

Relevant Data and Research

Our team dove deep, working closely with the client to identify the user requirements that would inform the new site architecture. Specifically, we had to research and analyze the needs of multiple global affiliates and their audiences to ensure the site delivered value for an increasing numbers of users who accessed it via a mobile device, not a traditional computer desktop.

Two women laughing in a full size image

04

Solution and Execution:

While we’d like to boast that the solution was a feat of modern technical wizardry (some of it was), it simply boiled down to a superior and rigorous process and our ability to work closely with many internal Lilly teams and business units.

While Lilly partners facilitated some of the day-to-day meetings and administrative work, Alipes embarked on an exhaustive survey of project stakeholders. Senior members of our staff met with all departments who had a stake in the website presence in order to gather a robust list of requirements, from which user stories were created. With some assistance from Lilly’s Usability Lab, many rounds of input from stakeholders, and our own best practices consultation, we settled on a design and UX approach that would bring the Lilly.com codebase into the modern age.

As part of this process, the Alipes technology team created a solution that leveraged a single master code base from which affiliate sites could be propagated, allowing for site-specific customizations as needed. Enhancements and fixes to the master code base would cascade to associated affiliate sites with minimal development effort.

This solution also enabled business units with their own digital real estate to easily integrate their content and functionality into the Lilly.com site architecture, helping to eliminate extraneous websites, streamline the user experience, and present a unified and consistent brand to external audiences.

Alipes designed the site to be fully responsive to accommodate an increasing volume of traffic from mobile devices. In addition, Contentful’s (the chosen content management system) multi-language functionality was leveraged to allow content owners to easily maintain their content in multiple language. Each language was manifested as its own hierarchy on the site, enabling a page in a given language to exist separately, with its own localized path, satisfying the needs of search engines in each market.

By the end of the project, Alipes had helped Lilly contain and streamline its sprawling digital presence (the new Lilly.com included approximately 30% fewer pages than the old), simplify the user experience (navigation menus reduced from 4-5 layers to 1-2), and deliver a modern, maintainable and adaptable technological platform that could serve as the foundation of Lilly’s digital presence for years to come.

05

Lilly Pipeline Redesign

Addressed in a later phase of the Lilly.com project, Alipes was tasked with modernizing Lilly’s Clinical Pipeline presentation on the website. The Clinical Development pipeline is a business critical part of the website that is used by many of Lilly’s core audiences to gauge the health of the company, learn about upcoming drugs and keep up with changes, among other things. The legacy system was difficult to update, was not mobile friendly, and was somewhat confusing for the user to navigate.

Following in the footsteps of the Lilly.com work, Alipes created an entirely new and custom content management system leveraging some of the same systems as Lilly.com for a seamless integration. Content administrators could login, authenticate with Lilly’s security systems, and easily make changes to pipeline content, which included systems for version control and record keeping. The front end design was styled similarly to other Lilly.com systems, and featured a single page format with a hierarchical information system and live filtering capabilities, providing users with easy to understand choices in how they retrieve data. The site was also built in a responsive manner, satisfying the needs of a small but growing percentage of mobile visitors.

Lilly on a phone
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