An evolving brand

Mabey’s UK business had evolved into an independent organisation. This resulted in the need for a new web platform that maintained the reputation and authority of the mother brand, while fine tuning the proposition and refreshing the brand's look and feel.

Our work was targeted at understanding the audience and identifying key pain points to inform Mabey’s web presence. We focused at improving the existing organisation of information to accommodate the user experience, creating easier points of contact, as well as capitalising on prospect data capture.

Setting the foundation for our work

In order to build a revised website architecture that would be in line with Mabey Hire’s expectations, while delighting customers throughout their digital journey, we worked to set the foundation that would inform our approach.

• We scoped out the role of the website for customers through discovery workshops. This included interviews with key stakeholders within the business, such as their Chief Engineer and Business Development Director.
• We identified the user types that navigated the website and their key pain points, to loop the findings into the website’s architecture.
• We focused on the breadth of Mabey’s experience, to create the design and navigation architecture.
• We identified opportunities and implemented data capture forms to capitalise on Mabey’s opportunities for customer retention.