One of the key business challenges for this project was how to represent the re-alignment of five brands and business units online that had become part of the Hessel Group. It was therefore essential to understand the common elements and services of each business unit and how these could be consolidated effectively to best cater to the various needs of users. A digital business transformation strategy was adopted to support the new information architecture required.
This allowed the content to be reprioritized to simplify the user experience and reflect as a single story.
To ensure a successful outcome was achieved, The Digital Embassy undertook an extensive Content Planning process which would support the new website architecture. This established how the sub-brands would be represented on the one site and how users who arrived at their site were able to easily navigate the various services.
The Digital Embassy marketing team worked to define and establish how the website could be optimised to inform and engage visitors to the site and guide them towards key conversion points, such as babysitting services or various short courses.