An intensive period of User Experience (UX) research consulted global stakeholders to assess how the site was being used now and how it would need to be developed going forwards. This not only revealed a number of content and functionality issues but more importantly provided insight into how the Group was engaging with its global audiences.
Primary areas to address focussed around the need to provide clarity and distinction between regional services/expertise; to cross-sell capabilities to existing clients moving from a more silo-based offering; to integrate back-office recruitment tools into the corporate site; and to provide a mobile optimised experience across phone, tablet and desktop devices.
In addition to this, the site was not reflecting the world-class business Sweett had become. Working on international landmark projects for an enviable client list, the site was too understated and not representative of the scale of global projects it delivered.
In response to the primary findings, we undertook a period of UX design and testing to develop a regionally filtered offer to manage the variations in service and sector expertise in different business operating regions. The integration of relational database functionality into the back-end of the site enabled the presentation of a worldwide offer in addition to regional filters, the latter serving a bespoke set of results when searching for projects, contacts, services and sector expertise across the world.
In addition to this functionality, the needs of the HR team were met through the development of an API to integrate the Group’s third party HR tool into the site, enabling job applicants to search, filter and apply for roles through the website with all back-end functionality being managed by Sweett’s third party system. This integration also managed real-time synchronisation ensuring any new or deleted job roles were added to or removed from the Group website.
From a visual perspective, the use of more confident typography, larger project based photography and the implementation of a supporting colour palette allowed the scale of Sweet’s projects to take centre stage.
Defined type hierarchies provide levels of read, pace and clear entry points to content and strong images provide impact and global scale. From a hosting perspective, the implementation of a Content Delivery Network (CDN) enabled faster content loading around the world to improve user experience across the site.
Since launching the new site in 2014, Sweett have experienced some exceptional results. In the six month period since launch numbers of visitors to the site increased by 31.39%. Number of pages viewed by visitors increased by 12.69% and average dwell time increased by 15.76%.
Incoming client project enquiries from the site has generated potential projects valued in excess of £1 million in the period since the launch date.
From a recruitment perspective, the site has provided a considerably better user application experience and has been instrumental in contributing towards over £100,000 of savings in recruitment fees as a result of the improved application process and harvesting of speculative CV enquiries through the site.