Scape built environment framework website case study
Creating a world everyone deserves through the built environment.
Dedicated to creating efficiency and social value, SCAPE is a procurement specialist, supporting the entire lifecycle of the built environment for the public sector and beyond.
Over the last 2 years, we worked with SCAPE on their established Craft CMS website that had become fragmented and inconsistent from multiple agency partners. We worked as an integral part of the team, developing the website to work harder for their audience, as well as behind the scenes.
Throughout 2020, “Scape Group” transitioned into “SCAPE” and with it developed the positioning of their frameworks, to establish a unified journey for ease of customer experience. Abstrakt re-architected and redesigned the website before rebuilding the site from the ground up on Craft 3.
Following SCAPE’s rebrand, the retiring of the framework sub-brands, and the creation of a new visual and verbal identity, a digital rebrand was needed. We worked hand-in-hand with SCAPE’s in-house design team to create a digital design framework that was true to the brand guidelines whilst flexing where needed for digital application.
Simplifying a user journey to deliver the highest level of experience.
Alongside the rebranding process, we created a component library to form the digital design framework, with new, fresh, sleek elements that intuitively and seamlessly bring the brand to life. Combined with completely re-architecting and wireframing the website — so a user could move through content effortlessly without confusion — we completely redesigned the look and feel of SCAPE digitally for a modern, progressive and future-proofed image.
USER JOURNEY MAPPING
SCAPE has a broad offering and multiple audience groups, which means that the breadth of SCAPE's offering needed to be easy to understand and navigate for all audiences.
An in-depth discovery workshop with the in-house team agreed on the site's overall objectives and goals: identified and articulated each audience persona, their motivations, and their goals for visiting. The outputs from this work allowed us to re-architect the frontend of the website and redesign the navigation for effective and robust user journeys.
In the past, SCAPE’s procurement frameworks were split into 2 distinct offerings: SCAPE Procure and SCAPE Venture, with each offering having separate and siloed discovery journeys.
We re-architected the framework journey to provide a unified approach for both Public and Privately funded projects so that the user can effectively filter their needs into the correct framework and framework partner based on their location, budget, and service needs.
COMPONENT BASED DESIGN
To ensure a consistent audience experience, during the redesign and redevelopment process we created a component library. A 'living' document that contains all website components, from font stacks, icons, and colours through to full content blocks. As soon as a component is built, it is available to apply to any template. We were able to start layering the new style across the site from the outset, without the need to redevelop all of the templates in one go.
This agile approach to design means that we can design and build new templates at a pace, as we are working from an ever-growing library of reusable blocks. That way, the design process becomes increasingly more efficient as the project progresses, as page templates succinctly work together.
A CMS that works hard to deliver intuitive and bespoke experiences for all.
The backend of the website was complicated, illogical, and the relationships between modules and pages had no rationale. Instead of developing from the current site, we built from scratch on Craft 3, ensuring that the backend was user-friendly, intuitive, and gave the internal teams confidence.
Alongside the website’s new brand aesthetic, it needed to feel slick, easily navigable, and surprise and delight users with subtle transitions throughout; not to mention performance optimisation and technical SEO.
Personalising experience through smart and bespoke development.
SCAPE has a broad offering and for new visitors, it can be complicated to navigate. Also, the services that a potential client can access is often dependent on their geographical region.
We used a combination of Algolia and bespoke development to develop a highly intuitive ‘smart search’ tool, which delivers dynamic content based on both the user's search term and their location within the UK. The smart search tool allowed us to serve up content (whether it be a service, a team member, a case study, or a news item) that was relevant to the user’s needs, personalising the experience for every user powerfully and intelligently. Find out more about Algolia and how it helps make a huge impact on the experience of users and the conversion of customers.
In the first month of the new SCAPE website, we saw a remarkable shift in behaviour with a 77.9% increase in page views and overall page sessions increasing by 77.4%, which demonstrates the strength of the new user journey. The tremendous reduction in bounce rate proves that users are now able to find the content that they need, easily and quickly, and are spending more time on SCAPE's website to peruse their offering.
in bounce rate
in contact us conversions
The team at Abstrakt have done a fantastic job defining the scope, engaging with the team and developing a really powerful digital asset that performs.
Throughout our partnership together they have brought cultural alignment, hard work, innovative ideas and importantly, delivery excellence. I have no reservation in saying that Abstrakt are a part of our team.
Matt Carrington-Moore - Chief Strategy Officer - SCAPE