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Organizations Involved

Within the scope of the extensive website redesign initiative for La Boîte Rose, VOID has conceived and built the new platform using Drupal 9, effectively addressing notable challenges in Search Experience Optimization (SXO).

La Boîte Rose is a prominent offline media outlet with a historical foundation in generous offerings, distributes gift boxes to future and young parents through health partners. These boxes contain product samples, advertiser discount vouchers, and informative guides. In France, where there are an average of 700,000 births annually, nearly 45% involve first-time parents. Remarkably, in maternity wards, almost 90% of parents receive THE box!

Since the 2010s, La Boîte Rose has transitioned into an online media platform. Initially centered on data collection, the website gradually expanded to incorporate editorial content. As of January 2022, laboiterose.fr draws the attention of over 1,100,000 users.

About the project

Understanding user needs played a pivotal role in defining the goals, requirements, and eventual outcomes of the La Boîte Rose website redesign project. This user-centric approach allowed us to identify key personas and barriers that needed to be addressed. The project had two primary goals, each shaping a distinct user journey:

1. Fostering user loyalty:

  • Goal: Increase user loyalty among registered members by providing exclusive features and simplifying access to the benefits and advice offered by La Boîte Rose's program.
  • Requirements: Develop a user journey that enhances the experience for registered users, focusing on personalized content, exclusive functionalities, and seamless access to program benefits.
  • Outcome: A dedicated user pathway designed to deepen the engagement of existing members by delivering a tailored and enriching experience.

2. Encouraging user registration:

  • Goal: Engage non-registered users by encouraging them to sign up through the exploration of the program and highlighting the expertise of the editorial team.
  • Requirements: Create a user journey that emphasizes the value of the program, enticing non-registered users to register. Showcase the expertise of the editorial team to build trust and credibility.
  • Outcome: A distinct user pathway crafted to attract and convert non-registered users, showcasing the program's benefits and leveraging the expertise of the editorial team to drive registrations.

Putting the user at the center of the design process involved conducting user tests with a representative panel at various stages of creation: during the research, design, and production phases. By subjecting the platform to user feedback, the team ensured that the user experience aligned with user expectations, and prioritized iterative improvements to meet evolving needs.

Why Drupal was chosen

Choosing Drupal for the redesign of La Boîte Rose's website was driven by a strategic focus on enhancing user experience (UX) and search engine optimization (SEO) to achieve specific objectives. The key goals included increasing user engagement, organic traffic, time spent on the site, and the frequency of visits—central aspects of Search Experience Optimization (SXO).

The decision to adopt Drupal was influenced by several factors aligned with these objectives:

  • Data-first Architecture: The selection of Drupal reflects a commitment to a “data-first” architecture. This approach positions the platform to prepare for future needs and effectively showcases the richness of editorial content. By prioritizing data integration, Drupal empowers La Boîte Rose to evolve and scale in a rapidly changing digital landscape.
  • Semantic Search Analyses: Drupal was selected to accommodate semantic search analyses, allowing for a tailored adjustment of the site's structure. This ensures that the website aligns with user search intent, optimizing the overall user experience. Semantic search capabilities enhance the site's visibility and relevance in search engine results.

Drupal was the best solution for La Boîte Rose's website redesign due to its ability to address the critical SXO challenges and support a data-driven, user-centric approach. The platform's flexibility and features align with the goals of increasing engagement, improving organic search performance, and enhancing the overall user experience.

Technical Specifications

Drupal version:

Key modules/theme/distribution used: