User journeys rebuilt as one responsive site
The site was built as a journey for Volkswagen Financial Services. A prototype of a webinar journey, not a finished website.
Rebuilt as one responsive site: one homepage, one footer, the landing pages as real pages. A page rebuilt from a visual can be switched back to the visual with New and Original in the viewer.
The concept
- Ten routes in three sets: Webinar Journeys (Ad Banners, Twitter, Facebook, LinkedIn, Blogs, Direct Mail), Direct Sales Campaign (NHS, Multimark), General Comms (Multimark, Flowery). 44 steps.
- Two SVG animations made as adverts, shown in place on a trade news page.
- Seven e-shots.
- Six site pages: home, NHS Fleets, Register, and the feed before, during and after a webinar.
- Desktop visuals: homepage, multimark landing page, flowery landing page, flowery guide.
- 15 marques on the multimark message.
The animations
The animations used a paid plugin. MorphSVGPlugin 0.8.8 was a members-only file. The library has been free since, plugin included, so the adverts now run on version 3.15.0 under its standard licence. Same timeline, same length, checked frame against frame.
What we kept
Content is kept, word for word, typos apart. Navy #032749 as the anchor, the navy to teal gradient, cyan #67d5f1 as the accent, white pill fields on the dark ground, the “We know so you know” line, and the four marques strip.
A check on every page
A check that holds every page to the old copy line for line, at six widths, and walks every route. It catches a missing or changed line of copy, a typo coming back, sideways scroll, a picture that did not load, a route with the wrong number of steps, a step that does not load, a button that does not move the journey on, a missing marque, and an advert that does not run.
In numbers
- 10user journey routes, 44 steps in all
We mapped out the webinar journey to bring people in from an advert, a social post, a blog or direct mail, and on to registering and the webinar itself. Every route and every e-shot had to lead somewhere. Watching all of that come together for them was so satisfying.
