Approach.

Conducting in-depth research with ultra high net worth individuals is difficult.  As we had limited customer facing time, we focused on workshops with key individuals within Sunseeker who did have more access to the end-customer.  These people helped to shape a customer experience and journey that would provide them with the pertinent information to submit an enquiry.

Sunseeker were keen not incur heavy CMS license costs for the web platform and instead wanted to invest funds into the design, photography and language development.  WordPress was chosen as the CMS technology as it had multi-site capabilities that would be needed in phase two for the role out of a dealer microsite network.

Languages were a key component, Sunseeker’s business is international and they wanted to portrait this on the web platform.  In order to serve all the languages, I conducted a technical and content assessment. I recommended Smartling, translations technology company the uses a network of translators to translate via an automated workflow.  This would reduce the burden on Sunseeker’s small marketing team and would ensure they only had to focus on the management of content in English.

The project was delivered in a very traditional and linear fashion, moving from a lightweight discovery and define phase, into a design and then build phase.  At critical stages of the project we would feedback to the customer and gather feedback, making iterations as we went.  Once the core design and approach had been approved, a photoshoot was conducted to create content that complimented the digital platform.

The delivery of the platform was broken up into a logical stages, launching with a single global .com /English language MVP. This was followed by another 12-months of activity to complete the global rollout.

Outcome.

The initial website launched at the end of 2016 with a large amount of bespoke photography and video work to make the most of the new design and layout.  The first iteration of the platform was launched in English but was quickly followed up with a host of further developments over the following 12-months.  This included: 

• The implementation of the Smartling translation platform to enable the .com to be translated into eight further languages.

• The development of a parent/child WordPress template that was then used to create a further 35 microsites for their network of dealers.

• Implementation of a CRM platform for data collection.

The website saw an uplift in traffic and more engagement with the content and product range that led to an increase in leads for the dealer network.

Methods & Tools.

The information below details a selection of the methodologies, techniques and tools used to deliver the project.