D Young & Co
Mobile Website
Legal
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Turning an enormously complex brief into a clear, distinctive website took more than just technical nous.
Our dedication to going the extra mile was vital too.
Our brief
Our designer colleagues at Mytton Williams won the rebranding project for IP lawyers D Young & Co, and brought us in to manage the digital side. The new website was always going to be a challenge: as well as helping to build the new identity, the site had to include a wide range of content, an extensive knowledge base and innovative interactive features – unusual for a legal brand.
What we did
D Young & Co already had a clear sense of what they needed on the site. Our job was to work out the best way to deliver that, within budget and to a tight deadline. It was important not to rush such a large and complex project. Once we’d refined the spec, we worked closely with them to create comprehensive wireframes, which allowed us to spot potential issues, incorporate suggestions and make improvements to the UI as we went along.
This vital stage complete (no simple task), Mytton Williams worked on the look and feel, while we advised them on the usability and feasibility of their designs. Once we had turned those designs into templates, we set about integrating a bespoke Content Management System. This has made the site as clear, simple and powerful for the back-office team as it is for users.
Through carefully considered cross-tagging, we’ve created the tools for providing intelligent links across the site’s wealth of content and advanced features. And the breadth of content itself pays dividends when it comes to search engines – traffic to the site has increased 75% since the launch. The implementation of bespoke tracking means D Young & Co also get detailed reports on how each element of the site performs. This helps the site evolve in response to user activity and guide future developments.
One such development was the mobile website, launched a year after the main site. It was clear that D Young & Co’s customers were starting to consume content on their mobiles, so we created a version of the website that would deliver the content and functionality relevant to the mobile user, with the UX optimised for Smartphones.
Again we undertook an extensive wireframing, prototyping and design phase. We wanted to simplify the user experience, so we stripped out any visual clutter and employed the use of familiar UI elements to make the site intuitive to use on touch-screen devices.
Functionally we ensured the mobile site was fully integrated with the CMS for the main site, so that the client did not have to worry about duplication. Plus we built a range of features to enable ease of use, such as; recently viewed pages, expandable menus accessible from every page, a persistent back button, instant search/filter on people, and GPS-enabled directions from your current location.
Thanks to the success of both sites, we now enjoy an on-going strategic relationship with D Young & Co, helping them get the very best from their digital communications.
‘We were reassured that [Positive] understood what we wanted to achieve and appreciated their sound initiatives to improve upon our plans and to guide us in the right direction. The rebrand project was extensive and had tight deadlines. Positive went the extra mile to get the site built on schedule and were a team that, as project manager, I was relieved to be able to rely on to do their bit (and more).
We implemented a CMS that has opened up site management to a larger group of editors and administrators. The CMS is user friendly and easy to access from any internet connection, without specialist software or extensive training. Internal interest in the site has increased since launch and we now regularly have submissions and updates from a broader range of contributors. Client feedback has been extremely positive and our search engine results are good. We have continued to work with Positive and are enthusiastic about working with Mike and the team to further develop site content and functionality. ’
Rachel Daniels, Business Development Manager, D Young & Co