Planning for what was intended to be a total overhaul of the corporate web presence, we started from scratch, gathering business requirements, using customer profiles to build personas. A number of schemes were examined using paper modelling for both the information architecture and wireframes. The final proposal divided the site into a marketing layer and a transactional layer. A significant reduction in coding was envisaged via an extensive use of reusable components, event calendars, booking systems and so on.

There were a number of challenges: a large number of brands, varying audiences, ever evolving products, markets and customers. Also, the site structure reflected the company structure rather than the company as its customers saw it.

We started by making personas, modelling the information architecture using paper and card, working with wireframes and, incorporating existing and projected business requirements. Paper modelling of page templates and information architecture was especially beneficial. With such a complex site to model we sometimes covered the in house gym with large amounts of paper, card and Post-it notes. The marketing manager became very good at drawing wire frames and adjusting copy to work with the evolving information architecture and page layouts.

As we worked though varioius structures and navigation systems, the site adopted a modular structure which could evolve with the business. Two proposed features were key in allowing this. One ws separating out marketing messaging from applications, splitting the site into a ‘brochure’ layer and a layer of booking systems, ecommerce, member areas and so on. The other was building reusable widgets for deployment around the site.

There’s more information about the work on the final proposal here, and visuals from a previous proposal here.