Evolving research insights into an innovative, mobile first website that presents Capita Asset Services’ full range of business services in a way that’s faster, simpler, and more relevant to customers.
All pages have a related content section that displays all available relevant services, people, offices, articles and events. This cross-pollination of content is dynamically fed using a tagging and points system. This allows customers to travel sideways through the site content rather than just vertically.
To validate our approach, we rather uniquely created a fully functioning search and find prototype during the planning phase. Most agencies will do wireframes, sketches, and possibly a clickable prototype at this stage, but we built the actual search and find logic, linked this to a database of content and made it work.
The predictive, type-ahead search system ensures customers can find what they need quickly and intuitively. Results are displayed and categorised hierarchically by services, people, offices, articles and events. Related topics are automatically suggested to optimise cross-selling opportunities.
The site’s success, with its type-ahead ‘search and find’ system, is indisputable. Plus the results are all the more incredible as there was no additional marketing spend to support to the launch of the new website.
We evolved the Capita parent brand’s tight and somewhat restrictive corporate brand look and feel into a visual language that’s suitable and refreshing for CAS’ target audience. We also defined a consistent way to apply the Capita branding to an interface design that helps with legibility, colour contrast, navigation, and user experience across different devices.
Creative and User Experience Lead