The Need 
In early 2020, the PNM communications team approached Esparza about development of a new website. The PNM team tasked Esparza with researching and making recommendations for a website redesign project, including possible replatforming of their existing site. 

The Solution 
After several months of research, the Esparza team recommended a two-phased approach to the redesign that was signed off on by the PNM team.

Phase 1 was focused on optimizing the current site and setting the stage for a successful phase 2, which would involve a full redesign and replatforming of the site. 

Phase 1 involved:

• Low-hanging fruit and user-experience optimizations, focusing on the homepage  
• SEO updates and strategy 
• Full content audit to identify key pages 
• Tagging of content 
• Broken link remediation
• User journey mapping
   

Phase 2 involved: 

• A complete redesign of PNM.com that offered a superior user experience
• Upgrading the instance of the CMS (Liferay) utilized by PNM.com to provide more effective management tools and end-user functionality
• Mindful content migration designed to maintain and improve search engine rankings
• Training and support on the use of the new 
CMS, ranging from assistance in roles to development of workflows
• Implementation of proper analytics to provide visibility to user interaction online

The Esparza team worked directly with PNM’s internal website team, as well as their communications team, in order to strategize, plan and execute on the new site. This collaboration allowed the two teams to work in a way that complemented each team’s strengths. 

The Results
The new site launched on-time in early 2021.