PROJECT
I joined the Digital Transformation Team brought in to deliver a 3 year digital transformation project for one of the oldest charities in the UK.
OBJECTIVE
The teams portal and e-commerce solution had been developed in waves by contract resource. This led to inconsistencies in styling / frameworks used / pace and significant experience jumps.
The support teams working at Caravan Club were spending more and more time answering queries and making bookings on behalf of frustrated visitors. Booking journey frequently led users 4 / 5 steps before qualifying availability, and the site was leading to a significant cost to customers and support team alike.
Immediate priorities were to identify, test approaches to removing experience jumps. Offer review of areas to be reworked.
WORK / DISCOVERY / E-COMMERCE
+ Map out the e-commerce offering, built over the past eight years by successive development teams. I subsequently split the overarching structure into product centric user flows and screen capture packs to ensure that each developer could see the extent of each journey easily.
+ Identify issues within the offering and technologies used presently, document workable solutions in a format which worked for both project managers and development teams.
+ Investigate third party sites to be refreshed, investigate existing code base, and compile new stylesheets to implement refresh on third party sites
+ Identify issues within the offering and technologies used presently, document workable solutions in a format which worked for both project managers and development teams.
+ Investigate third party sites to be refreshed, investigate existing code base, and compile new stylesheets to implement refresh on third party sites
+ Compile wireframes to replace the booking interfaces in place with product owner
Running live bookings.caravanclub.co.uk
Running live bookings.caravanclub.co.uk
INVOLVEMENT
UX / Front end on eCommerce Refresh
UX/UI on Refresh of Product Pages
UX/UI on New Booking Engine
Supporting Marketing Team
PROJECT LEADS
Jeremy Brown, Transformation Director
Sue Alderman, Digital Marketing Lead
Sarah Wenban, Digital Experience Team
Robert Francis, Transformation BA
Peter Lewis, Project Manager
Jackson Pushpanathan, Dev / Architect
Stuart Barr, Dev Lead
Daniella Achonou, QA Specialist
Amaze (L/In),Partner Agency (Kin + Karta)
TECHNOLOGIES
Episerver (now Optimizely)
Umbraco
Axure
Invision
Tableau
Browserstack
C#, iQuery, Bootstrap
UX / Front end on eCommerce Refresh
UX/UI on Refresh of Product Pages
UX/UI on New Booking Engine
Supporting Marketing Team
PROJECT LEADS
Jeremy Brown, Transformation Director
Sue Alderman, Digital Marketing Lead
Sarah Wenban, Digital Experience Team
Robert Francis, Transformation BA
Peter Lewis, Project Manager
Jackson Pushpanathan, Dev / Architect
Stuart Barr, Dev Lead
Daniella Achonou, QA Specialist
Amaze (L/In),Partner Agency (Kin + Karta)
TECHNOLOGIES
Episerver (now Optimizely)
Umbraco
Axure
Invision
Tableau
Browserstack
C#, iQuery, Bootstrap
MAPPING EXISTING SITE
Supporting oldest membership organisation in UK in delivery of replacement of Umbraco site supporting hundreds of thousands of members
Top level (xlsx)
eCommerce region (xlsx)
Supporting oldest membership organisation in UK in delivery of replacement of Umbraco site supporting hundreds of thousands of members
Top level (xlsx)
eCommerce region (xlsx)
REVIEW EXISTING BOOKING COMPONENTS
Built across multiple versions
of JQuery UI
Built across multiple versions
of JQuery UI
WORK / DISCOVERY / PRODUCT PAGES
+ Review key product pages with stake holders - with a view to refining overall layout and placement, rationalisation and injection of real world data (pricing, availability etc).
+ Product pages delivered by external agency contained a number of issues:
+ the proposals delivered by didn't offer any guide to price, a basic for any travel / e-commerce product page.
+ tent pitch booking - historically separated from motor home booking was long overdue integration within the product pages. Proposal was to pull together pitch booking as a single point for customers.
+ Visual complexity - promotional content - I proposed a page long panel of promotional material should be paired back to a promotional placeholder holding single offer
+ Visual complexity - figurative icons (Ideal for) - I proposed qualitative data wherever possible should be presented as text to increase readability, legibility.
+ Suite of product / facility icons - redesigned - replacing disparate set of rasterized icons prepared in waves which didn't match the offline icons (printed in club brochures), didn't match one another, were awkward to work with, and didn't scale well at all.
SUPPORTING
Content Marketing Team
Digital Marketing Manager
Marketing Manager
Business Analysts
Content Marketing Team
Digital Marketing Manager
Marketing Manager
Business Analysts
PRODUCT PAGES
Supporting external agency & Internal Stakeholders refine Product Pages
(LEFT) - Amaze proposal (now Kin + Karter)
Proposal submitted by partner agency Amaze (now Kin + Karter)
(RIGHT) - PDP Proposal - Kate F
Delivered and integrated into the clubs
LIVE eCommerce portal
Supporting external agency & Internal Stakeholders refine Product Pages
(LEFT) - Amaze proposal (now Kin + Karter)
Proposal submitted by partner agency Amaze (now Kin + Karter)
(RIGHT) - PDP Proposal - Kate F
Delivered and integrated into the clubs
LIVE eCommerce portal
PROBLEM JOURNEYS
+ Investigate UX issues within prime travel journeys
+ Compile body of research of direct / indirect competitors over the last 5 years, document findings
+ Deliver series of refinements to improve the journeys as part of an iterative process of improvements post website launch.
+ Investigate UX issues within prime travel journeys
+ Compile body of research of direct / indirect competitors over the last 5 years, document findings
+ Deliver series of refinements to improve the journeys as part of an iterative process of improvements post website launch.
EXTENSION OF GUIDELINES
+ Review the groups brand guidelines - bring into alignment across the e-commerce portfolio. Identify shortcomings and provide alternate concepts / components to be integrated into the refresh of the e-commerce area
+ Design and deliver a new family of icons for use on and offline. Replacing the mixup of print resolution and rasterised images with SVG sprite / new icon centric typeface
+ Redesign and define live chat component
+ Redesign technical documents to replace old word documents with refreshed look and feel delivered as InDesign Templates
+ Review the groups brand guidelines - bring into alignment across the e-commerce portfolio. Identify shortcomings and provide alternate concepts / components to be integrated into the refresh of the e-commerce area
+ Design and deliver a new family of icons for use on and offline. Replacing the mixup of print resolution and rasterised images with SVG sprite / new icon centric typeface
+ Redesign and define live chat component
+ Redesign technical documents to replace old word documents with refreshed look and feel delivered as InDesign Templates
ECOMMERCE REFRESH
+ Removing multiple versions
of Jquery UI / framework
+ Rationalising CSS
+ Implemented & tested refresh UI
+ Removing multiple versions
of Jquery UI / framework
+ Rationalising CSS
+ Implemented & tested refresh UI
RESPONSIVE REFRESH
+ Via investigation of / rework of underlying page framework
+ Via investigation of / rework of underlying page framework
+ Identification, testing and integration of jQuery libraries previously used with the team at CLS to deliver horizontal components into vertical format
RENEWING THIRD PARTY SITES
+ Suite of digital guidelines prepared to bring multiple vendor ordering pages into alignment with the new website refresh (Devitts, Greenflag)
+ Suite of digital guidelines prepared to bring multiple vendor ordering pages into alignment with the new website refresh (Devitts, Greenflag)
EXTENSION OF BRAND GUIDELINES (ONLINE)
+ Suite of digital guidelines prepared to replace disparate set of visual standards in use
+ Suite of digital guidelines prepared to replace disparate set of visual standards in use
+ HTML5 live chat animation - prepared and tested internally
+ On / offline icons - prepared, reworked and refined for the marketing and development teams.
EXTENSION OF BRAND GUIDELINES (OFFLINE)
+ Suite of print templates prepared to refresh suite of mismatching word documents throughout the membership portal
+ Suite of print templates prepared to refresh suite of mismatching word documents throughout the membership portal
RESULTS
2016
Bookings surged by ▲14%
Revenue £110.3M ▲ 3.6%
Membership grew by ▲13.4%
Mobile visitors ▲ 14%
4.8 million visitors / 13.5 million visits
2017
Revenue increased by ▲ £4M
Member renewal ▲ 0.6%
CONTACT DETAIL
Linkedin profile
CV & Casefiles
2016
Bookings surged by ▲14%
Revenue £110.3M ▲ 3.6%
Membership grew by ▲13.4%
Mobile visitors ▲ 14%
4.8 million visitors / 13.5 million visits
2017
Revenue increased by ▲ £4M
Member renewal ▲ 0.6%
CONTACT DETAIL
Linkedin profile
CV & Casefiles