A sophisticated platform for a luxury brand

The Challenge

The website needs to attract, engage and inspire potential customers. While on the site they need to have total confidence that OI know every detail of their needs, and which destination and yacht can best fulfil them. OI brokers are experts in placing customers with charters that match the customer’s need for number of births, catering, onboard facilities, ancillary services, sailing destination, and the all important ‘wow’ factor.

The goals of the site are to generate enthusiasm, remove doubt and motivate a potential customer to contact their broker. This is achieved by attentive and ongoing optimisation of content and user experience. A new content-design approach puts critical information and messaging at the heart of the site’s design and seeks to answer the customer’s questions at each stage of the journey, build understanding of the service offering and drive a desire to talk with the experts directly.

What do you want your customers to learn from your website, and then what do you want them to do? OI’s premium brand required the utmost respect, but we worked hard to bring an improved content design to the site. What’s content design? Think of user experience design for messaging. Content design puts the designer in the mind of the customer and asks them to imagine what knowledge they already bring to the website, what knowledge they are seeking to achieve and then what they want to do with this knowledge as a result. 

Getting improvements in results like the above only happens when your website provides a truly valuable exchange of value with the customer. Simply put, it has to give them what they need. Easy to say, harder to do.

The key challenge was to create a visually impactful brand experience while delivering real flexibility in the CMS to easily set up A/B tests, campaign pages, homepage takeovers and content optimisations without needing agency support for each activity.