Strategy • architecture & wireframing • website design & build • digital publishing
Aquaterra’s existing website was extremely hard to navigate, with duplicate pages and redundant data. Our task was to increase site functionality by presenting it in a user-friendly way, making Aquaterra accessible for all. We were tasked in the creation of a mobile first community HTML 5 website. Content was curated depending on user’s location and interests for an audience ranging from young children to senior citizens.
A diverse audience uses Aquaterra’s site: it was therefore paramount that the UI was very strong for all users. We primarily achieved this through simplifying the entire look and feel of the site, employing large typography and outlining key information to increase task completion. Furthermore, we developed a solution whereby the content was automated according to sport preference and location. We also wanted to represent data in a way that was compatible with the medium used. On the phone app, 20 columns were reduced to just a couple in order to optimise usability and mobile usage has increased significantly. In addition to this, we made the graphical interface including functional buttons much bigger.
Social interaction and sharing have been significantly improved and users complete their goals much quicker. Before, it wasn’t uncommon for users to visit more than 20 pages on a single visit. Now, 60% of visits are successful within 1 click, compared to a previous 40%. Furthermore, greatly improved SEO leads to quicker site usage. Finally, the entire site now promotes more relevant content via smart tagging and taxonomy design.