A key project objective was to improve the online experience with better navigation, stronger content and a much clearer user journey to overcome the historic problems created by navigating between distinct standalone sites. The tailoring of content to curate regional capabilities, projects, news and other relevant information tailored to geography was also a high priority.
The existing websites were, in effect, online brochureware and needed a ground-up review to create a singular, hardworking and highly effective digital business tool. By tracking visitor patterns – both existing and new – and auditing analytics data to gain a greater understanding of user-profiles and overall website serviceability, we were able to make better, more informed decisions around geographic user needs, technologies, content requirements and user journeys. We also undertook workshops, interviews and questionnaires across regions, using this research to gain further clarity around the needs of different territories and groups, which fed into our futureproofed strategic plan.