This is a classic service design case, where interaction at the main touch-point lacks opportunities for engagement. It is also the hardest element to change because it deals with higher stakes such as brand positioning, visual identity, commercial strategy and so on. Besides, being a designer and managing the web-strategy in a small engineering structure means you are pretty much on your own.
My part: Interaction design engineer and web-strategy manager for Edelia. Market strategy study. Production constraints study. Communication design. Information architecture. Taskflows. Functional specifications writing. Graphical specifications writing. Website wording and copy-writing. Visual design. Overall project planning. Resources definition.