Prior to approaching Prodo, Affinity Sutton’s website had over 1400 pages of content, much of which was hidden or difficult to find, and the unresponsive site was hard to use for the growing number of visitors (25% +) accessing it from mobiles.
Affinity Sutton wanted a new, fully responsive site that enabled the wide range of stakeholders using the site to find the homes, services or information they were looking for easily and intuitively. The new website was also a crucial ‘shop front’ to showcase Affinity Sutton’s extensive private rental and home sales portfolio.
The client also wanted some detailed insight and analysis of how and why visitors were using – or not using – the site in an effort to drive engagement and increase online transactions, and continuously improve the site.
Enhanced mega menu functionality aids simple navigation through large site
Subtle use of branding differentiates service areas
Regular analytics reporting for continuous improvement
Improving customer journeys and ease of navigation on the site was a key objective for Affinity Sutton. We conducted usability research and developed an enhanced, yet easy-to-use mega menu structure that enabled visitors to reach virtually every page on the site in one or two clicks. The mega menu contains links, imagery, calls to action and search functionality, all of which are editable through the CMS.
At the design stage we carried out an eye-tracking study with a cross section of customers to sense check our designs and ensure they would maximise traffic towards key calls to action and transactions.
We also developed a dedicated careers microsite with a secure online login for applicants, enabling them to save and return to applications and track how their application is progressing.
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