The merging of two significant and complex sites whilst respecting both brands was the initial challenge. “The ASA is much better known than CAP but both are equally as important so it was vital that the committees and councils for the two organisations were happy,” explains the ASA’s digital specialist and website project manager, Jonathan McLellan. “We didn’t want one brand to dominate over the other.”
Pixl8’s design team understood this and came up with a clean and clear way of presenting both brands equally throughout.
User Experience & User Testing
Through research the ASA identified that the usability and user journeys of both sites could be improved. “We talked to staff, conducted surveys through the websites to reach external customers and looked at Google Analytics to see how people were using the sites,” expands Jonathan. “We could see they weren’t offering what people wanted and needed, especially considering how important the sites are to what we do. 98% of advertising complaints come through the site and that’s the main part of our business.”
To ensure the new new site met the needs of both the advertising industry and the general public, Pixl8 arranged external user testing via City Interaction Lab at City University. The extensive testing sessions verified that both CAP and ASA visitors could find what they wanted with ease. It also clarified the content tagging and taxonomy system that had been developed.
Another challenge for Pixl8 was the integration of four other systems with the website - Microsoft Dynamics CRM, SharePoint, Sage Pay and a bespoke complaints database. These systems had been integrated with the old sites but in a simple way that meant an outage of any system affected website availability.
“One of Pixl8’s specialities is systems integration and that was one of the reasons they won the pitch,” says Jonathan. “They’re very creative in their approach. They’re able to look at all the systems and come up with some good solutions. The SharePoint integration was especially complex and, despite some internal delays, Pixl8 worked to adjust the delivery schedule and support us with tools for testing.”
Content Migration & Management
The third challenge was all around content. Namely, creating a uniform taxonomy that worked across all types of content on both sites and that would bring all the silos of content together for an improved user experience.
“The old sites didn’t have any content tagging at all,” says Jonathan. “Content was also in silos across both sites so a user needed to know all the different content types and topics available that could help them. Advertising is a huge subject area and we had to develop a taxonomy that covered everything but was still fairly flat. Once identified, the taxonomy was added to Microsoft Dynamics CRM, which now feeds the website. Pixl8 were also able to migrate all the content from the old Sitecore CMS, autotag it according to the new taxonomy and upload it to the new site.”