What We did
Background
Quadrant Superannuation engaged Future Medium to undertake a complete new web solution in 2009. A significant factor in this decision was Future Medium's long history and affinity with the financial services industry plus a proven ability to invest time and effort in distilling down the individual requirements of each client to find a unique outcome.
Problem
The existing Quadrant Superannuation website was deemed limited by its level of interactivity, content flexibility and potential for user engagement. It did not maximise the value of communications with prospective and existing clients. The website also suffered from average SEO rankings and suffered a disconnect between the web design and design of 'above the line' marketing collateral and activities.
A schedule of work was agreed around the following deliverables:
- Strategic planning for user satisfaction and acquisition of new customers
- Complete site interface evaluation and design to reflect strategic planning session
- Implementation of the autopublish content management system (CMS)
- Development of a private Director's Document Area
- Statistics package and search engine optimisation
- CMS Training and support
- Managed hosting arrangement using FM infrastructure
Identify the real issues
Future Medium and Quadrant Superannuation conducted a two part specification workshop to extract key requirements and develop an executable tactical plan. Future Medium focussed on the following issues to evaluate the current organisational situation:
- How did Quadrant differ from its competitors?
- Which segment of the target audience required greater communication and engagement focus?
- What tactics were employed to prevent members from being poached by other Superannuation funds?
- What was the biggest challenge faced by Quadrant Superannuation over the coming 12 months?
Set goals
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| User-engagement: |
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| Business intelligence: |
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| Efficiencies: |
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Define the audience
We defined 2 overarching groups of visitors to address in the site architecture; broadly defined as: 'Existing Members' and 'Prospective Members'.
Use-cases were developed for 4 sub groups within the 'existing members' and 2 within the 'prospective members'. These segments were grouped together (based on similar online behaviour) in conjunction with desired product benefits.
Audience definitions drove the style of design and the required navigation model. For example, the two main visitor groups were catered to through a 'life stage' navigation system and a traditional global navigation. The structure of two navigational systems allowed for specific targeting of particular product and service information to key audiences, as well as providing a reliable global navigation for users who did not identify with the lifecycle function.
Agree on the branding application
Working initially with a concept supplied by Quadrant's advertising agency, Future Medium benchmarked peer websites such as Sun and AMP, and then undertook an extensive phase of wireframing all unique aspects of the site. Working carefully with Quadrant's internal marketing personnel Future Medium developed a guideline for applying brand elements to the web. These guidelines identified correct usage of type, colour balances, visual devices, and photographic themes.
Defining interactive and functional objects
Comprehensive pre-development plans were authored by Future Medium to ensure each functional component of the development was documented in micro detail. These plans mitigated risks for Quadrant and served as a user acceptance testing (UAT) plan. Similarly all items of dynamic content were defined and quantified in such a way that extensive pre-configuration of the content management system templates could be undertaken.
Results
Faced with the aftermath of the Global Financial Crisis Quadrant required a long-term partnership with a proactive digital specialist that could leverage research and skills to take Quadrant forward.
Future Medium surprised Quadrant with the depth of process and effort applied to define and complete the solution.
The website is now:
- an engaging and informative platform for attracting new members
- a manageable, intelligent, and proactive channel to promote clever marketing campaigns / service offerings
- demonstrating a greater interest in 'superannuation and women' as a segment
- providing the right information and service offering in logical navigational sequences
