The Consumer Reports Health site was not gaining the traction the company sought in the market, despite its unique, high-quality content and reviews. Oxford Tech + UX provided strategy, product research and competitive analysis, content strategy, requirements analysis, and user experience for overhauling and upgrading Consumer Reports Health, which was initially planned and architected to be a standalone property on an all-new CMS platform.
This engagement focused on product concepting and strategic positioning in this very crowded field to determine how and what health-related content would provide sufficiently differentiated, premium value, such that users would pay for it, and relish the site experience for its utility. Oxford Tech + UX worked intimately with a range of CR stakeholders in Product, Design, Tech and Editorial to steer and gain consensus on the site’s new direction. The project was later folded into the CR parent brand.