Delivering product wow factor for a manufacturer that takes play seriously
Australia’s leading commercial playground manufacturer needed a new, lead-generation focused website that effectively promotes its custom design service, extensive product range and case studies.
Powered by thoughtful design and content discoverability, we transformed the adventure+ website into a lightning fast solution that delivers substantial user experience benefits leading to increased user engagement.
The Full Story
Established in 1983, adventure+ has grown into Australia’s leading commercial playground designer and manufacturer, serving a wide range of commercial B2B clientele across education, local government, property development and hospitality.
This success had led to it delivering hundreds of leading commercial playground projects, backed by an extensive product range and services covering strategic consultation, design, manufacturing and after sales maintenance service.
The new website had to overcome the deficiencies of its previous website, which was:
- slow loading,
- hard to intuitively navigate through its 1,400+ pages),
- failed to adequately communicate its custom design services and comprehensive playground design process, and
- lacked presentation wow factor in both product and case study presentation.
Accordingly, key project requirements were to deliver a more robust and scalable web platform to house the shear volume of content, as well as supporting functional requirements, and specifically, improve performance in web page load speed.
In summary, the 5 main goals were:
- Increase in page load speed.
- Create an intuitive user experience that provides different industry sectors quick access to relevant content.
- Effectively portray the adventure+ brand, and new brand message of ‘Taking play seriously’ in an engaging manner.
- Visually enhance the presentation of their extensive product range, and connection between products and case studies.
- Increased promotion of their custom design services.
Headless website development
To be achieve the project goals, we created a leading-edge web platform that was a custom Headless website development, utilising WordPress as the CMS. The term “headless” comes from the concept of removing the “head” (front-end) of the website from the “body” (the back-end CMS and the content repository).
Our headless development model delivers enormous benefits, specifically with page load speed and website security.
The need for speed
The design and technology approach implemented for the project has delivered substantial user experience benefits.
Most significantly is with web page load speed, which has improved by a staggering 70%.
A number of user experience improvements have been recorded, including increases in the following areas:
- Unique page views
- Average time on site
- Number of Sessions per User
- Goal conversions
- Reduced bounce rate
Combined with the headless development model, we integrated Algolia technology, a leading content Search and Discovery Platform that delivers world class user experiences through instant search and content filtering display.
From our strategy process, we knew that adventure+’s different customer groups all required intuitive, fast access to different content areas; from the landscape architect wanting to easily find detailed product specifications for design and planning purposes, through to an early learning centre just starting their discovery process and needing to both understand the playground design process and possibilities that exist in new playground design.
Accordingly, the Information Architecture had to provide simple, clear navigation design that provided direct access to the different website sections.
This challenge was achieved through strategic and considered UX and UI design, aided by the use of Algolia technology that allows instant filtering of content in key Index site sections to allow the different customer groups to quickly find the content that relates to their needs.
Through totally customisable category tags within the website CMS, adventure+ is able to continuously refine content categories to ensure its wealth of content can easily be searched for and filtered by website users.
An example of this is their project case studies. With over 100 projects available on the website, the ability to tag projects by sector assists prospective clients find relevant projects quickly.
Powerfully presenting engaging content
With so much content housed within the site, adventure+ also require the ability to powerfully structure and present content easily and with flexibility within the CMS.
To meet this requirement, dedicated website templates were created for the different content sections, all consisting of structured layout components combined with flexible modules that can be utilised in different ways, yet in a consistent information delivery and brand approach.
User experience improvements
The user experience was enhanced throughout the site by seamlessly connecting project case studies with the specific products used in these projects.
Adventure+ is able to easily connect and powerfully visually display the specific products used in each of its feature case studies through the website CMS. This allows the different customer groups to easily select the products it is interested in and add them to an enquiry submission.
Making customer’s lives easier
Similarly, the display of products also dynamically integrates (via content tagging) related products as well as detailed product specifications, including the ability to download product brochure and information packs, as well as DWG drawings for architects and town planners who are in the design process and wish to incorporate adventure+ products directly into their designs.