The challenge
Make the website and commercial offers more relevant to what customers need and expect.
The approach
Rania analysed survey feedback alongside insight from more than 500 stakeholder interactions to identify customer preferences and the friction points that stopped people from engaging.
The findings informed improvements to the website and a restructuring of product offers, so the site led with what customers were looking for. SEO and traffic strategy ran alongside, making the improved pages easier to find.
The best website brief is written by customers, not by the company.
