Red Letter Days
for Business
Background:
The website was inconsistence among different products which created customer experience confusing and fragmented.
The navigation issue needed to fix where different services and product had different CMS platform and micro site which frustrated the users. There were no style guidelines implemented which led the design suffer so badly and created different identity. The site was not responsive.
The issue here was IA, navigation, content structure and aligning the brand as a same group rather than representing different voice and brand. Plus, to introduce one CMS platform that is easy to use internally and have a handful website insights and analytics in future.
Users:
Various corporate clients ranging from finance, retail, ecommerce around in the UK and Europe. Any clients who use Red Letter Days incentive services, events and experiences for their employees incentives and recognition programme.
Process:
Carried out an interview among the business stakeholder, sales, developers, relationship managers and admin team. We gathered information on their vision, relationship, working method with their clients. More importantly, how they sell their products and provide services was more important.
We interviewed some of the clients with help of the relationship managers to understand customer experience and their expectations.
Next carried out a workshop among the team to find out the main issue and goals. We created personas and storyboards techniques with different customer goals. This process has helped us to focus on customer journey, navigation and prioritise areas marked with high, medium and low priority. We agreed to focus more on: re-branding, visuals, navigation, IA and content structure.
I created a paper prototype to test with internal team members and created wireframes along with the new brand style guidelines.
Outcome:
The journey was improved with help of IA, navigation structure. Products, events and services were structured in the same website without a need of micro site. Re-branding with new logo, style guide improved the visuals and gave a feel of same business family as Red Letter Days. Visuals were more friendly and improved the tone of voice. On the admin side, the new website was easy to use without any difficulty.
Most importantly, google analytics and adobe analytics were introduced so there will be more visibility of website performance with help of insights and analytics for future improvement.
