A complete web design overhaul for a FTSE100 juggernaut in safety and testing
Background
Intertek is a leading global quality assurance group, offering ATIC services (Assurance, Testing, Inspection and Certification) for businesses and brands in every sector – from fashion, to fuel, to pharmaceuticals. I was the lead designer for a complete overhaul of this FTSE100’s corporate website.
The scale of their business means a site of over 10,000 pages across business lines, product offerings and campaign landing pages.
The website had last been updated 5 years prior, but it was significantly longer since it had undergone a large overhaul. The client had found that it was no longer serving the business, with templates unsuitable to support marketing/sales activity, performance steadily falling and unclear navigation.
Approach
Working on a site of this scale meant that the approach needed to be grounded in systems thinking, with consideration even given to small edge-cases, which would still be likely to appear fairly frequently.
The objectives from the client were clear:
- Revisit site navigation and structure to reduce the number of clicks needed to reach key pages
- Optimise on-page content to better support the sales funnel
- Create opportunities to promote brand campaigns and cross-sell other services across the site
- Ensure the site is AA accessible
- Carefully balance site performance and load times with an increase in high-quality imagery, rich content and video.
Starting with visual concepts to agree design direction, I worked along with a developer and the client’s in-house IT team to define what styles, blocks and modules the new site would require and gradually roll them out.
I worked closely with a developer and the client’s in-house IT team. Starting with visual concepts to agree design direction, I would create detailed page designs and specs, then work with the developer to translate them into working responsive blocks.
We created a custom-built demo page builder to enable both ourselves and the client to see how the implemented blocks combined together, give feedback and iterate. Once code was approved it was handed over to the in-house team to integrate into the new CMS.
Outcomes
As well as designing the site itself, I also supported Intertek in their internal rollout. I led training workshops and created guidance documents to upskill marketing leaders who would be publishing on the new site, with a focus on setting the standard for on-site imagery. These sessions explored how to think about, source and crop imagery that would be appropriate for the new site, maintaining a high standard of quality while allowing for contributions from marketing teams across the globe.
I also produced a launch video to demonstrate key features and goals of the updated site design, for both internal and external promotion.
Take a look at the Intertek corporate website.