Case study: Philips Hue
Guiding new users through the journey of smart lighting.
New to smart lighting
This project, initiated by content design (read: Janna and Lindsay), examined the entire consumer journey called “New to smart lighting.” We followed the progression of a new consumer: learning what smart lighting was, seeing if it was a right fit for them, and, finally, exploring the possibilities of Philips Hue.
What is smart lighting?
This page targeted organic traffic with the primary keyword “what is smart lighting.” The page is designed using chapters, targeting closely related secondary keywords with anchor links and section headers.
Because this page is cleverly broken into chunks, it ranks #1 in the Google SERPs for the primary keyword, as well as the competitive (and very valuable) unbranded keyword “smart lighting.”
How Philips Hue works
Users are naturally directed to the next phase in this journey with the How it works page. This page introduces branded keywords surrounding Philips Hue.
This page includes a custom graphic, which we commissioned, that visually explains how the Bridge (the smart hub that controls the Hue system) works, as well as a comparison chart.
This page ranks #1 in Google SERPs for all targeted keywords, while also being picked up in the AI Overview for multiple keywords.
Get started
Once users are convinced that Philips Hue is right for them, we pushed them to the Get started page. Because the system has many features — and with that, many optional pieces of hardware — we designed this page by use case.
Users can decide what they want to do, and they’re directed to a section that explains what they need. They don’t need to be distracted by any superfluous items (but they can browse and be tempted to buy one!).
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