A digital experience for a new utility brand
The customer was born when a leading UK gas and electricity provider divided into two companies, creating a new brand and utility company. The new utility business is now responsible for providing the underground gas pipes that safely connect its customers to the energy they use. These gas pipes supply around 11 million businesses, schools and homes within four regional networks; East of England, North West England, West Midlands and North London.
Keytree provided the end to end strategy for this new digital presence right down to the selection of the CMS, information architecture and content strategy. The newly branded business had four key objectives and wanted to create the following:
- An easy to use, fully responsive website
- Enhanced visit engagement with meaningful content
- Increased market presence
- Rich Social engagement
The challenge – legacy content and information architecture
The existing website was complicated and featured redundant content, which required a complete overhaul, therefore the new utility company needed to review and decide how this information could be used in the new site. Keytree worked closely with all stakeholders who contributed ideas for the development of the website, running requirements gathering workshops to understand all business needs. Follow-up workshops with the same stakeholders defined target audiences, critical tasks and customer journey mapping for each user type. The information gathered was used to create a new set of personas, representing each target audience and by leveraging the content audit work, which was carried out hand-in-hand with the content strategy team, a decision was then made as to what content was relevant to each target audience.
A sketched journey using low fidelity wireframes was then fashioned to gain stakeholder buy-in to the Keytree vision of how the site would be structured. Wireframes were created to represent each key screen, and as both content and navigation were made lean, Keytree also carried out a card-sort exercise to confirm navigation for the new website. By using an agile approach, the Keytree UX team of designers and developers worked to a two-week sprint cycle and at the end of each, presented back to the business for sign-off.
Keytree worked alongside a large editorial team and provided a level of simplicity in user experience, achieved through an accessible, engaging minimal design – giving the utility company an entirely flexible configuration that can grow with the new brand.
Meeting the needs of the client and customer
The existing process for managing content needed a rethink to help improve the monitoring and editing process before the copy goes live on the website. The customer had already decided on using GatherContent, an online cloud-based tool used to collate and scrutinise content and to support this approach, Keytree recommended Kentico as the CMS best suited based on the customers requirements.
To ensure the two solutions worked in tandem, Keytree installed the GatherContent Integration App, which allows the editorial team to upload content ranging from headlines to straplines through to case studies and blog posts, into a centralised portal.
Once written materials are ready, adjustments or edits are made, and these are carefully monitored using a traffic light system – the coded colours indicating the status of all content and thus creating a bespoke editorial monitoring roadmap for each step of the content creation process.
The editorial team now have the tools to ensure all content is meaningful and by using the Keytree recommended CMS, they can manage and share its story using social media engagement and to ensure continuity, it will also receive continued support from Keytree’s Managed Service provision.