A product repositioning and website redesign that showcases expertise and builds credibility for GovLab—AltaML’s public sector AI innovation program. The new website supports its role as a trusted partner in public sector innovation.
Phase 1
Web Workshop
GovLab.ai had a messaging problem. The website talked a lot about “unlocking potential” and “accelerating transformation,” but didn’t unpack those buzzwords.
I led a web workshop to help the GovLab team explore the practical day-to-day application of AI for their target audience, and align our teams on the goal of the website before we embarked on a redesign.
Phase 2
Repositioning
I unearthed a number of practical use cases already yielding results in key areas including environmental management, workforce and service optimization, and governance and compliance.
The new GovLab.ai would lean into these real success stories—demonstrating efficacy through practical application, not high-level thought experiments.
Phase 3
Content Strategy
The new content strategy anchored AI to tangible results that you could easily envision. Web copy talked about real issues like pine beetle infestations and wild fires, and how AI was already being deployed to mitigate those issues.
The new website included an easy-to-follow template for future case studies, so GovLab could continue to tell new stories about how their solutions were improving life for every Canadian.
Before
After
