FIGARODIGITAL.CO.UK
CASE STUDIES
Brand: Haven Agency: RedEye
Holiday
operator Haven wanted to display personalised content tailored to customers’ preferences. A specifi c aim was to target visitors who browse Haven’s park pages but leave without booking. Haven was able to identify those visitors and customise its homepage so that it displayed a new static image showcasing information on the park the user had expressed
an interest in, along with a call-to-action. “Website personalisation is the future,” says Alison Dunn, Head of Ecommerce at Haven. “RedEye’s personalisation solution has helped us improve conversions. It’s fantastic that we’re now able to target customers as soon as they enter our site with relevant content.” fi
garodigital.co.uk/ case-study/ haven-holidays-
redeye.aspx
Brand: Dulux Agency: Webcredible
Approximately three million UK households give up on decorating projects each year. That translates into £200 million of lost revenue for the paint industry per annum. Dulux realised that if it could help customers feel more confi dent about decorating projects, fewer people would give up on them. It decided on an augmented
Brand: Depression Alliance Agency: Rufus Leonard
Depression Alliance has a long history of
Brand: Danone Nutricia Agency: Green River Media
Danone Nutricia, specialists in
the delivery of medical nutrition, needed a more reliable CMS to give them more fl exibility in updating and editing site content. Green River Media implemented Ektron 9 on their Cows’ Milk Allergy site. Following this successful roll-out, Nutricia are upgrading to this version across many of their other sites. Nutricia have seen a dramatic increase in agency dependence and costs for small, ad-hoc website amends and now have better control of their online brand assets and have the capability to A/B test in-house. fi
garodigital.co.uk/case-study/nutricia. aspx
running face-to-face peer support groups that help people with depression. The charity wanted to expand this network online by creating a peer-to-peer support site. ‘Friends in Need’ was born. Rufus Leonard was given the task of building the site. Its remit included brand identity development, audience research, persona development, experience design, copywriting, platform selection, digital development, delivery and ongoing maintenance. The user experience design required particular consideration as it involved ensuring that the site was suitable for users with a complex set of needs. The site launched in January 2014. A few months on and 46.5 per cent of the site’s traffi c is made up of repeat visitors, demonstrating that users fi nd Friends in Need to be a valuable resource. fi
garodigital.co.uk/case-study/ depression-alliance.aspx
reality mobile app allowing customers to see how rooms would look painted different colours. Dulux partnered with Webcredible to carry out user research and determine how people would like the proposed Vizualizer app to function. Webcredible established a series of design principles to ensure the app offered a smooth user experience. A prolonged customer journey was to be avoided. Instead people should be able to colour a room in two taps: fi rst they select a colour, then a wall. Webcredible set about designing the interface and user journeys. Since the Vizualizer replaced Dulux’s product catalogue app, the number of users searching for a stockist through the app has risen by 92 per cent. Vizualizer has also led to the total number of app users increasing by 143 per cent. fi
garodigital.co.uk/ case-study/dulux- augmented-reality-app. aspx
14 issue 22 october 2014
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