2022 llegó con objetivos claros para el Inter. Después de actualizar la identidad de la marca y el escudo icónico junto con Bureau Borsche, este año se trató de renovar los canales digitales del Inter.
Con el fútbol cada vez más digital, el Inter está listo para asumir una posición de liderazgo. Entonces, surgió la pregunta: “¿cómo podemos hacer que nuestros canales digitales sean relevantes para un público objetivo global más amplio?”
DEPT® respondió y lideró la estrategia, el diseño y el desarrollo de la nueva aplicación y el sitio web.
Los puntos clave
Hacer crecer el fandom global
El fútbol no sería fútbol sin lxs fans.
Para alcanzar una audiencia global que podría estar interesada en “algo más” que el fútbol, decidimos llevar adelante una nueva estrategia de experiencia digital con un enfoque en la cultura, lxs jugadorxs y las historias de Milán. El contenido es realmente lo más importante. Lo mismo ocurre con Inter TV, que brinda a lxs fanáticxs de todo el mundo acceso a una gran cantidad de contenido en video. Además, todo lo relacionado con los partidos también está disponible en el nuevo Match Center, que viene con funciones que favorecen el engagement como la posibilidad de votar por el “Man of the match”.
Por último, pero no menos importante, también se aplica una diferenciación en la estrategia de cada canal, con la web enfocándose principalmente en lxs fanáticxs de los deportes y la aplicación concentrándose en lxs fanáticxs incondicionales del black and blues.
Lxs fans ahora pueden seguir al Inter de una manera más inmersiva a través del sitio web y la app que se renovaron gracias a la valiosa colaboración con DEPT®
Luca Danovaro, Chief Revenue Officer en FC Internazionale Milano
Potenciar las activaciones para sponsors
The new website anEl nuevo sitio web y la aplicación contienen una gran cantidad de oportunidades comerciales tanto para el Inter como para sus patrocinadores, socios y anunciantes. Estas van desde opciones muy conocidas, como banners y espacios promocionales, hasta opciones más exclusivas, como micrositios personalizados con experiencias inmersivas que realmente ponen a los patrocinadores y socios clave del Inter en el centro de atención.
El primer micrositio se lanzó a principios de julio para presentar los nuevos kits 2022 junto con Nike. Además, lxs fans pueden crear sus propias cuentas en los canales digitales del Inter y desbloquear contenido exclusivo y otros beneficios.
Conectar a la marca con la cultura
Para el Inter, el fútbol y la cultura son dos caras de la misma moneda. Lxs jugadorxs avanzan en las páginas de cultura, compartiendo sus historias, intereses y gustos más allá del fútbol. Con aproximadamente 1 de cada 5 fans más interesadxs en el jugador que en el juego (según The European Football Benchmark 2021), ciertamente hay una demanda que satisfacer ahí.
En el futuro, Inter expandirá sus páginas de cultura con un enfoque en lxs fans famosxs y su amor por Milán, haciendo que lo global se sienta local.
Mirar más allá
Al igual que en la cancha, para tener éxito digitalmente es imprescindible una gran estrategia. Es por eso que cada canal tiene su propio roadmap. Estos contienen varios lanzamientos a futuro con nuevas páginas sobre colaboraciones y la cultura de Milán, una cuenta ‘IM Premium’ con aún más contenido y beneficios, micrositios especiales con otros patrocinadores, Inter NFTs exclusivos y mucho más. Los nuevos canales digitales son solo el comienzo del compromiso del Inter de convertirse en un club líder en términos de participación y experiencia digital de los fanáticos.
Explorá la web.
UX Design & Research Lead
Drone Racing League (DRL) es la liga profesional de carreras de drones. Millones de fans ven a lxs mejores pilotos de drones del mundo competir en carreras altamente competitivas y de alta velocidad transmitidas en NBC, Twitter y otras redes deportivas internacionales.
DRL se asoció con DEPT® para lanzar una serie de NFTs mediante la creación de un marketplace en la blockchain de Algorand, convirtiéndolos en la primera marca en aprovechar Algomart.
Una reputación por aprovechar la tecnología innovadora
DRL no solo realiza competencias IRL. Durante la pandemia, lanzaron una competencia virtual a gran escala aprovechando el simulador DRL. La tecnología basada en la nube permitió a DRL transmitir carreras en vivo dentro de una simulación inmersiva y tuvo tanto éxito que marcó a DRL como una liga pionera e impulsora de una nueva era de carreras deportivas.
Con la rápida expansión de Web3 y el metaverso, DRL se asoció con Algorand’s Playground Labs para llevar las carreras de drones digitales un paso más allá con emisión de boletos habilitada para blockchain, transacciones de fans y, por supuesto, coleccionables digitales en forma de NFT.
Después de conocer el papel de DEPT® en la creación de Algomart, la tecnología open source de Algorand que permite a las marcas lanzar sus propias plataformas NFT, DRL se acercó a nosotrxs para crear su colección de NFTs.
Una promoción non-fungible: la primera en su tipo para un deporte nacido en el siglo XXI
Construir una plataforma NFT para una marca a gran escala desde cero representa una gran inversión de tiempo y dinero. Además, las tecnologías blockchain aún son relativamente nuevas y es complicado encontrar un equipo que pueda unir los sistemas necesarios dentro y fuera de la cadena para construir un marketplace NFT. La mayoría de las marcas no tienen esta capacidad interna, lo que limita aún más las opciones.
Algomart es una pieza de tecnología innovadora en el sentido de que proporciona una solución lista para usar para estos problemas, poniendo a las marcas en control y permitiéndoles ingresar a un mercado nuevo y emocionante con una oferta personalizada que se siente como una experiencia de comercio electrónico tradicional y puede escalar según sea necesario.
DEPT® ayudó a DRL a aprovechar al máximo todo lo que Algomart tiene para ofrecer. Trabajamos con su equipo para lanzar su marketplace de marca en menos de un mes. Su primera ejecución de 400 NFTs contó con catorce avatares de pilotos de drones creados por el galardonado artista digital Metapunks. De esa primera ejecución, 387 NFTs eran un diseño “común” y los trece restantes eran diseños únicos.
En lugar de lanzar su primer conjunto de NFTs para su compra o subasta, DRL presentó su mercado en la conferencia Decipher 2021 de Algorand como una oferta promocional. Repartieron 400 flyers con códigos QR que los asistentes pudieron escanear y saber cuál de los catorce diseños habían canjeado.
Como lanzamiento promocional, los NFTs de DRL ubicaron a la liga a la cabeza de la innovación en un deporte nacido en el siglo XXI. Además, brindan una forma emocionante y de bajo riesgo para que DRL pruebe cómo funcionan las coleccionables digitales.
Todo el ecosistema de blockchain y NFTs acercará a las personas a las marcas que aman y abrirá una gran cantidad de nuevas experiencias.
Anne Marie Gianutsos, CMO, Drone Racing League
Un futuro prometedor
En el futuro, DRL tiene grandes planes para su marketplace de NFTs. Recientemente, anunciaron su juego móvil oficial, que permitirá a lxs fans competir en carreras virtuales de juego para ganar criptomonedas y NFT. El juego se lanzó como parte de la asociación de DRL con Algorand’s Playground Labs y DEPT® continúa ayudándolos a expandir el mercado para incluir un mercado secundario.
Los juegos son una parte muy esperada del futuro de blockchain. Al integrarlos con su marketplace de NFT, las posibilidades de nuevas ofertas de NFTs de DRL son casi ilimitadas y Algomart las seguirá facilitando.
Director of Web3 at DEPT®
For @visit_berlin we developed a content strategy whose visual language provides moments of longing and inspiration from the German capital. Trendy spots from the fields of architecture, food, or sights are presented. By communicating Berlin’s current atmosphere, such as weather conditions, new locations or events, @visit_berlin can be perceived as a window to the city.
Discover exciting places through instameets
In order to constantly expand the community and to inspire them for Berlin, we organise quarterly Instameets where we explore exciting places together with local influencers. Some locations are made exclusively accessible to @visit_berlin, such as the Olympic Stadium or Opera Buildings.
User generated content is authentic
The production and organisation of the photo content for @visit_berlin is mainly done by DEPT®. The content is used beyond Instagram for both online and print media: our content is used on Facebook, Twitter, the visitBerlin visitBerlin blog and on the website. An additional integration of user-generated content leads to greater community commitment towards the account.
When we took over the channel, 10,000 users followed @visit_berlin. Since 2014 we have increased the number of followers by more than 1000%. Community management is particularly active and authentic: through the consistent use of high-quality visual language, more than 500,000 user contributions can now be found under the hashtag #visit_berlin.
impressions per image
- More than 140K organic subscriber growth in less than four years
- 500K postings at #visit_berlin Community Hashtag with regular UGC reposts
- Monthly content productions with secondary use on Facebook, Twitter, website and blog
- Organic ranges of up to 100K impressions per image
- Establishment of several topic-related hashtags, e.g. #foodspots_berlin or #secretspots_berlin
Client Services Director
The main objective of Vacanceselect is offering the best vacations, based on the personal wishes of the customer. But being active in 9 different countries and in 12 languages, having thousands of different ads and having to take into account the availability of the campsites, it is quite a kill to find the dream holiday easily.
Machine learning, relevance and predictive data
For Vacanceselect, DEPT® created a campaign that called for finding your dream camping holiday with a simple click. By serving personalised ads in combination with personal landing pages, based on machine learning, we’ve created not only insights into the wishes of the customer, but also in the availability of the campsites. This way bookings can be made as easy as pie.
The best holidays, based on the personal wishes of the customer
By dividing the campaign in three pillars, emphasis was laid on several aspects. The first aspect concerned the automation of the availability of the campsites. Meaning that unavailable campsites are being paused automatically and campsites with high availability will get higher bids and positions. This all with the help of using machine learning. The second aspects concerned optimizing relevance. Relevance in ad copy and dynamic landing pages were the key factors for addressing new visitors, returning visitors and existing customers. This way the user gets exactly the information he or she needs. The third, and last aspect concerned the use of predictive data. Using this data, the booking behaviour of customers can be predicted, which leads to the exact knowledge in which period people are more likely to book their vacation.
The campaign was responsible for a total revenue increase of 31%, with only 2% increase in media budget, more than expected beforehand. Also, this case won a prestigious Dutch Search Award for the best project in travel industry!
Leading European online travel organisation Otravo aims to simplify the holiday booking process by providing users with competitive offers from multiple sources, enabling customers in more than 50 countries to save money while booking flights and holiday packages. Otravo tasked DEPT® with overhauling its marketing automation strategy to deliver more personal and profitable content, drive economy of scale across its suite of booking sites and maximise growth. The project was delivered in tandem with upskilling the in-house digital marketing team to ensure ongoing successful performance.
Otravo’s ambition is to become the go-to platform for travellers through its network of ‘local heros’ (e.g. Vliegtickets.nl, WTC.nl, Vliegtickets.be, Fylgstolen.se and Greitai.lt) and meta booking sites (e.g. Travelgenio, Tripmonster, Travel2be and Schipholtickets).
One of the most significant opportunities DEPT® addressed was how to grow revenue share via owned traffic by increasing the relevance of customer content using marketing automation, making Otravo less reliant on paid channels. Here’s how we did it…
Bridging the gap
DEPT® helped Otravo better connect with potential customers in a personal but scalable way to increase conversion, margin and brand loyalty through owned channels. Otravo wasn’t leveraging the power of its Salesforce Marketing Cloud platform, which is where DEPT® stepped in to bridge the gap.
After completing a full audit of the marketing automation and email campaign set-up of Vliegtickets.nl (one of Otravo’s ‘local hero’ travel booking sites and the biggest in the Benelux), we discovered significant growth potential in:
Fixing the basics
After migrating existing, static email set ups to journey builder, we made it easier for Otravo’s digital marketing team to establish engagement journeys independently. Using custom integrations, we pushed data from the Vliegtickets.nl platform and CRM into Salesforce Marketing Cloud. We used SQL to define the right audience alongside AMPscript to personalise email journeys to improve margins and transactions.
Generating insights over reports
By combining Salesforce Marketing Cloud data (open rates, recovery rates) with Google Analytics stats (sessions, transactions), we demonstrated the potential impact of Vliegtickets.nl through a real-time dashboard that translated insights into actions. This enabled us to distinguish the vastly different approach to booking flights, hotels and cars between two different audience types – business and leisure travellers – that would inform our strategy.
Building a centre of excellence
Alongside the Otravo team, we defined the necessary roles and responsibilities needed to drive future growth. Involving team members in our strategic direction enabled us to provide ‘on the job’ training in setting up, monitoring and improving personalised email journeys to deliver results.
DEPT® implemented this improved set up and trained the in-house marketing team in less than a month.
Enhancing the customer experience with relevant content
Customer insights and preferences were also used to develop the cross selling solution. We analysed lead times of flight bookings, car rentals, hotel bookings and group composition (single, two or more passengers), to discover strong variations. After discovering that the majority of single bookings are for business travellers and that groups of two or more are most often leisure, we implemented a strategy to send different content to business and leisure travellers that best suits their needs; enhancing the customer experience and improving conversion.
Prioritising growth acceleration
DEPT® analysed the customer journey to identify two complementary solutions that would help to drive growth: an abandoned cart solution to reintroduce prospects to the buying journey, and a cross sell opportunity to drive sales after customers purchased flights.
The abandoned cart solution was developed with engagement in mind. After analysing historical data for defined customer segments, DEPT® built message flows that delivered the right message at the right time for different audiences. We also used personalised content, such as the user’s flight information, to direct the customer to a personalised checkout page based upon their individual preferences and behaviours.
After simplifying and personalising the booking process, DEPT®’s strategy generated 50% more margin than originally estimated in the first four months. The solution can be easily scaled across all other ‘local hero’ and meta sites to further maximise ROI for Otravo.
DEPT® has established the fundamentals for Otravo to get the most out of the Salesforce Marketing Cloud. As soon as the market recovers from Covid-19, Otravo will be in a strong position to reactivate abandoned cart customers while driving cross sales of hotels and car rentals in a way that is personal to the user.
Head of Strategy
Peter van Alphen
Consistently voted one of the best cruise lines in the world, Celebrity Cruises has been providing quality, luxury cruises since 1988. As a leader in the field, Celebrity Cruises wanted to make greater use of email marketing automation to ensure a fast response to specific user actions and bring their customers the information they need rapidly. Together with DEPT®, this became reality.
Trigger, alert, report
The objective for this project was to create a fast-acting triggered email system using ExactTarget, so that users receive automated emails with useful information when they complete specific Tridion or ShortStack forms on the website. As part of this, we needed to create two new CRM request types for Ship Visit (SHIPVIS) and Competition (COMPENT) but most importantly to expose an endpoint for third party integrations (like ShortStack/WordPress forms) to call the CRM/ExactTarget implementation.
For this project, the DEPT® Digital Operations Services team wanted to build in an improved error reporting and enable them to be alerted if certain parameters were not met e.g. if three CRM request types fail within an hour. In addition, we created a Kibana dashboard where the client can easily see reports on successful and failed submissions into their CRM, the database and for their emails.
A fast-acting triggered email system, for receiving useful information
Working with Celebrity’s internal IT and infrastructure team we developed an effective solution which required us to refactor the current form submission process. To provide a generic way of submitting a number of different submission types, the team settled on a polymorphic design pattern to choose the relevant fields and templates for the submission.
We exposed a new controller action to allow third party integrations with ShortStack forms, using a discriminator to describe the submission type. This allowed requests that used both the existing CRM integration and a new ExactTarget integration to store the data, submit to the CRM service and trigger emails in ExactTarget. Using Log4Net.ElasticSearch we were able to index the result of any of the above requests into ElasticSearch and use this data to create statistical dashboards in Kibana and fire alerts when any errors arose using ElastAlert.
To achieve the successful implementation of the project DEPT® supplied additional support to Celebrity Cruises’ internal teams to get their Siebel implementation mapping to the forms correctly. We also introduced the ELK stack and ElastAlert as a new technology into the Celebrity Cruises’ infrastructure, this provides future opportunities for adding more metrics in, to enhance analytics.
Celebrity Cruises’ brochure upload FTP application has been added into the monitoring service to track issues with brochure request uploads. This was an area of serious impact on customer experience, so being able to simply add monitoring of it into the system was a great way to build on the work we have done and mitigate the problem.
The analytics provided on the dashboard are straight-forward and the types of requests that come through regulate trends in a fast and visual way. Non-technical users can identify issues and the marketing team are able to identify the quantity.
Managing Director UK
From the Matterhorn to St Peter’s Island to the Viamala Gorge, Switzerland offers thousands upon thousands of incredible destinations to experience. Perhaps the one thing Switzerland Tourism was missing, in a country with so much to offer, was a central, singular place to compile all of these experiences. That’s why the country’s national tourism marketing organisation partnered with DEPT®. Together, we created a unique platform to encourage more people to visit Switzerland and to provide that central source of information. The result takes you on a journey through the breathtaking beauties of Switzerland and enables you to find all relevant booking information right at your fingertips.
Immerse yourself in Switzerland
MySwitzerland.com is the backbone of communication between Switzerland Tourism and tourists around the world. The new platform that we built together presents over 45,000 travel destinations, routes, events, sights, experiences and accommodations in 16 different languages. All shown in detail, located on a map and directly linked to all relevant partner platforms for bookings.
Taking you on a digital journey through the breathtaking beauties of Switzerland
Creating guiding Principles to lead our design process
We didn’t just want to link to ticket windows with this new design. The aim of the new platform was to demonstrate the breathtaking and diverse world of Switzerland via inspiring stories, travel routes, holiday destinations and events. We wanted to translate the exciting and memorable experience one has when visiting Switzerland to a digital experience accessible to all, anytime and anywhere. Based on this vision, our local team established guiding principles for our visual concept:
Using a sophisticated grid system and the principles of atomic design, we create various content modules that had a similar structure bit that varied in placement, thus enabling adaptive rendering.
Less is better
To ensure a smooth and simple browsing process, we limited content to one column to make it easy on the eye and facilitate scanning of a page. The top-level navigation was also reduced and introductory texts were kept short which guide a user towards a more detailed page
Users can browse through multi-layered content and thus find inspiration for their trip across the entire website. For example, via the homepage, one can access the Inspiration Calendar which provides inspiration and access to numerous topics. The “Destination Pages” and storytelling pages illustrate a digital experience of various regions.
Establishing a design baseline
We started off by creating a grid system based on the brand’s logo to ensure brand representation and uniformity while also giving us a baseline to work with when creating new layouts. Based on the existing logo and our vision of the website, we built up a library of core colours, fonts and symbols which created a foundation upon which all components could be built. These design principles served as rules when creating new layouts.
Ensuring a solid information infrastructure
The core of any solid web portal is based on a thought-out information architecture. So when coming up with the navigation concept, we adopted a hierarchical approach to the organisation of the website and fine-tuned our ideas using tree testing, a technique for evaluating the findability of topics with users.
However, we didn’t only rely on the tree test, using multiple additional user tests we ensured that the navigation was optimal by comparing different design approaches. We also conducted visual checks, via workshops and user tests, of the various navigation concepts we had created. This ensured that no one clicked away due to a poor navigation experience and that the platform had a strong information architecture.
Harnessing AI to deliver the best experience across all devices
Even though we ensured a smooth navigation process for the user, the website is content heavy. So after tagging and connecting each image to certain topics or pages, we leveraged the power of artificial intelligence and implemented an algorithm that automatically prepares over 80,000 images stored in the system in the correct formats for all output devices and connection speeds. This ensures that the right images that are tagged and matched to the content that is displayed in addition to a quicker page loading time.
Pure inspiration during all times of the year
To showcase that there were numerous activities and areas to explore no matter the time of year, we created an interactive and inspirational calendar. Using 48 drone videos each lasting 15 seconds, users can browse through each month of the year or choose a region on a map and see destinations in addition to facts about each place. Users can float over gorges and city-scapes and immerse themselves in the sights and sounds of each place.
Incorporating a top-class virtual reality experience
These drone videos are featured on the homepage and are meant to entice and inspire users. However, we wanted to take it up a notch, so we transformed the footage into a virtual reality experience when browsing the website with VR glasses.
To convert flat footage into a 360-degree all-around experience, that enables the users to look around and explore the landscape, we created custom 3D geometries upon which we mapped the video. To avoid distortion, we implemented a basic spherical geometry which we gradually built upon and manually adjusted until we found a grid that met our requirements and allowed an aspect ratio of 16:9. Additionally, the position of the camera also played a decisive role. So depending on the distance of an object to the video, we adjusted the amount of overlaying information. Lastly, to ensure we captured the sweet spots, we constantly carried out tests with VR headsets during the entire process.
Immerse yourself in Switzerland
The new web portal of Switzerland Tourism sets new industry standards. Behind the spectacular presentation of unique destinations and the intuitive user journey lies a wide array of conceptual and technological innovations. From a strong information architecture to VR elements, the new site creates a world of experience for you to immerse yourself in. You can also find all the information needed for planning your next trip: from train and flight booking to the weather current current currency exchange – all the information you need is at your fingertips.
Part of the Air France-KLM group, Transavia operates from six home bases in The Netherlands and France, including its main bases at Amsterdam Airport Schiphol and Paris Orly. The ambition is for Transavia to become Europe’s leading airline in hospitality and service. The key objective hereby is to add new routes, appeal to business passengers as well as leisure, and create a dominant online brand.
Creating a dominant online brand
The re-branding was an integrated process combining company strategy, e-commerce and brand design. Transavia started to work on a new e-commerce platform to increase ancillary sales, improve the conversion of flights and reduce operational costs. Having identified the need to redefine Transavia’s positioning and visual identity in accordance with the new e-commerce strategy and concept, Studio Dumbar (part of Dept) was invited to join the team.
The new visual design is playful, accessible and flexible
It began by developing Transavia’s new positioning. The two most important results were changing the name from Transavia.com to Transavia, and defining “It’s a pleasure” as the leading principle for the company. The design is playful, accessible and flexible. A special feature is the application of icons to the underbelly of Transavia’s planes, with a different combination of icons for each plane in the fleet. Another symbolic livery feature appears next to the entrance, where the word ‘Welcome’ is written in all the languages of the countries served by Transavia. The identity has been rolled out across the brand including uniforms, catering trolleys, in-flight amenities and more.
Famous for its ties to the Royal Family and rich history of hosting world-class horse racing tournaments, Ascot is a legacy brand in the equestrian community. Since 1711, the iconic racecourse has evolved into two, year-round race tracks, a popular filming location and focal point for hospitality. Royal Ascot is Britain’s most popular race meeting, with £7.3m in prize money and welcoming 300,000 racegoers across five days each year.
Transforming brand perception
Ascot Racecourse came to DEPT® with a unique challenge; they had a best-in-class venue with global brand recognition, but their digital presence was far behind where they wanted it to be. With years of legacy content, functionality and an overwhelming amount information, our teams took on the challenge of completely reconstructing the Ascot online experience.
This involved redefining Ascot’s digital brand positioning with the release of a new website. The platform captures the vibrancy and dynamism of the racecourse, whilst delivering website visitors with a clear guide to the venue etiquette. An exploratory online experience is achieved through sleek user-journeys, seamlessly integrating with Ascot’s back-of-house systems and infrastructure, whilst providing a stunning website experience.
Unlocking the Ascot digital experience
Conceptualising a digital estate
A high-level of preparation was carried out to devise a plan of action, which radically repositioned the brand offering to focus on the lifestyle aspect of this world-renowned sports brand.
Over a 10-week period, DEPT® led a series of discovery, UX and branding workshops with Ascot to fully understand the market they operate in, and to pinpoint opportunities based on their position within it. This involved drilling down into Ascot Racecourse’s target personas to identify who they are, what they’re looking for, and what their pain points are, in order to map their key, on-site journeys. Based on this research, DEPT® comprehensively wireframed the optimum site structure for the platform, taking into consideration the research and recommendations from our SEO and CRO teams.
Image is everything
The revamped Ascot website harnesses the enchanting experience a visit to the racecourse encompasses, through embedding the fashion, flare and excitement with a compelling, memorable and highly engaging user experience. The imagery on the site are editorial-style images of people enjoying the different parts of the venues such as drinking champagne, cheering at the races, eating in groups or on dates or laughing in the kids’ corners. This brings Ascot’s value offerings to the surface and visually demonstrates the broad appeal and openness of the venue which, in turn, has driven commercial results.
A taste of class was instilled site-wide, bringing the opulence of Ascot’s hospitality offering forward through intelligent design. DEPT® adopted the Ascot brand guidelines in a modern, fresh way that attracts new patrons, yet is still recognisable, to ensure the site maintains popularity among its loyal, long-standing guests. The font, colours, layout and content structure of the website nods to royalty, with blues, subtle animations, clean white space, picture-led content, clear call-to-actions, and smooth user-journeys.
Capturing the glamour of the race day experience
Information at your fingertips
Data, insight and Ascot’s objectives of expanding its hospitality venues and broadening its consumer base inspired the content hierarchy and user journeys on the new ascot.co.uk website. Findings from our research indicated that there was a lot of uncertainty for people contemplating attending an event at Ascot, which ultimately prevented them from booking. For example, users were concerned about parking, dress codes, and how the weather affects the day. Helpful guides were created and incorporated within the homepage design to clearly communicate this information. Likewise, the ‘Plan Your Day’ feature was redefined to bring key details to the forefront that were previously buried across the platform, feeding users relevant information and creating upselling opportunities through tailored packages.
Creating a slick mobile experience
Engaging mobile experience
With digital becoming increasingly mobile-led, it was essential to create a website that presents the Ascot brand in a visually impactful way. Due to the sheer size and amount of images, our team optimised the code and files extensively for speed and performance, ensuring it is fully responsive and performs excellently across all devices.
In taking a robust mobile-first approach, the UX and CRO teams worked closely with Ascot to audit and condense their online information from thousands to hundreds of pages, and structured the sitemap to tailor to audience personas. In the process of refocusing the website on the experience of attending the races, industry-specific content was minimised. Key content pages such as the Royal Ascot Style Guide, information on the four enclosures and the ‘Plan Your Day’ sections, were fully restructured and optimised for mobile viewing to ensure customers can discover and enjoy the content, wherever they are.
In the design, DEPT® moved Ascot away from a top-heavy ‘mega-nav’ to a mobile friendly ‘hamburger’ menu with an expandable secondary bottom navigation for users to search for racedays. The website modules were designed for mobile users and include more prominent calls to action. Extensive user testing was carried out with focus-groups, with equal weight given to mobile and desktop usage prior to launch.
Conversion rate increase
Online revenue growth
Growth in mobile transactions
The relaunch was a huge success, providing Ascot with a solid foundation to grow their digital presence. The new website was released during a key sales period for Royal Ascot, and recorded exceptional results that far exceeded the goals Ascot initially set for DEPT®.
As a result of digitally repositioning Ascot through the new website launch, ticket sales and revenue increased which was a prime objective for the undertaking. These statistics were taken from the first six weeks after launch:
- 21.32% year-on-year increase in revenue generated through the platform
- 41% year-on-year increase in e-Commerce conversion rate
- 22% year-on-year increase in transactions
- 22% year-on-year increase in the quantity of items purchased
- 2.11% year-on-year increase in organic traffic, despite more than a 90% reduction in live pages on the platform.
- 26.38% year-on-year increase in average session duration
The improvements made to Ascots mobile experience has been instrumental in driving conversions:
- 54% increase in transactions via mobile
- 41% increase in revenue generated through mobile transactions
- 50% increase e-commerce conversion rate on mobile
- Average session duration on mobile increased by 26% year-on-year
- Improved user experience with average pages viewed on path-to-purchase reduced by 20% year on year
- 10% increase in the number of visitors to the Raceday Fixtures page
- +1.5 million views of ‘What to Wear’ content pages
- The ‘Plan Your Day’ section saw a 147% increase in page views
Ascot and DEPT® have a longstanding partnership, collaborating on various projects involving design, UX, web and mobile app development, through to digital marketing campaigns. As one of the UK’s most long-standing brands, our teams value the opportunity to work alongside their in-house team to uphold their digital estate and innovate how digital is activated across their channels.
Executive Creative Director
La Surfería is a travel and lifestyle company based in Argentina that invites travelers to experience the true surf lifestyle. The company specializes in surf trips that offer lessons from well-known professionals and accommodations in prime surf locales across Brazil and Argentina. DEPT® worked with Argentina-based startup La Surfería to design and build a mobile app that that makes learning to surf and traveling to exotic surfing destinations more accessible to all surfers regardless of location or experience level.
La Surfería wants everyone to fall in love with surfing, even if they don’t live anywhere close to the ocean. Traditionally the company has focused on creating travel experiences for surfers, but they wanted to find more ways to reach people. How could they still give the experience of learning to surf to those who can’t access it easily? Through a mobile app, of course. In 2020 travel also slowed down considerably due to the pandemic. This was even more reason to create an immersive digital experience that could bring surfing back into people’s lives even if they were stuck at home.
La Surfería came to DEPT® for help in designing and building an app that would help more people experience the amazing beaches of Argentina and Brazil, and the magic of learning to surf from some of the country’s best professionals. Like many small businesses, the company had a big vision but a fixed budget. So we needed to work together to find the best solution.
DEPT® found a way to understand our vision and make it real while also giving us a new revenue source. They helped us transform into the first company that has a real surf app.
– Francisco Morea, Founder
Delivering a great user experience with React Native
The DEPT® team in Argentina quickly got to work with the La Surfería team to bring this vision to life. Initially, we discussed building a website instead of an app, but based on the user experience the company was looking to provide (similar to the immersive experience of a fitness app), we decided to build a React Native app. This way we could easily deploy across Android and iOS more easily. And we could deliver a great user experience but without building a much more expensive native app experience.
We worked with the team to define a vision of a Netflix-like experience for users. where they could browse through surfing instruction videos, watch professional surfers in action, and even watch videos about what it’s like to travel to the company’s hostels and the type of food you would expect to experience while you are there. In addition to videos, the app also needed to have modules for sharing content and news about surfing, tips for training/fitness/nutrition for aspiring surfers, and, perhaps most importantly, the ability to book a future surf trip through the app.
As we began to design and build the app, we had to address how to store and deliver the videos. So we partnered with Mux to use the Mux Video API, which instantly creates the right renditions for every device and bandwidth, resulting in lower costs and better viewers experiences. We also created some features within the app that are exclusive to paid users, giving La Surfería the ability to monetize the app in the future. We integrated in-app purchasing capabilities through iOS and Android, as well as built a separate web-based flow for Argentinians to be able to pay through Mercado Pago, which is a local payment market. This allows people from all over the world to pay through their local currency.
The app was launched into the iOS and Google App Stores in early 2021 and has been well received so far. Users are enjoying the content and tutorials and signing up for subscriptions to get access to even more. Early feedback from users will lead to the next wave of new features to be added to the app in the coming months.
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