Objectives
NEW DIGITAL BRAND, WEBSITE AND COMMUNITY membership APPLICATION
Leading Edge Forum (LEF) focusses on consulting with CXO’s on tech challenges and future strategy through research-led advisories, insights and practical solutions to support business growth and change and are part of the wider DXC family. In conjunction with a partner branding agency, the brief was to re-brand the business, focus a new messaging framework and digitise the new corporate identity. This helped focus the creative direction, the other major issue of the existing solution was that it had 3 main technology solutions working separately so our job was to optimise the tech stack and employ smart thing around UX and user processes.
Solution
content audit, ux mapping and creatives to support prospects to engage with lef's research and advisory services.
LEF's brand and corporate identity had been updated but to transform this visual identity we had to evaluate the existing digital structure of the LEF site and following extensive Discovery sessions with the client team, we helped define a sitemap and content structure which we with organisations objectives of technology advisory leaders.
Using all the brand devices revealed during the initial creative stages, NXT leveraged the inspirational image family to emphasise LEF's new way of thinking in the Technology leadership market. We stripped back the content but employed more formal data capture and measurement tools to give insight into site users (customers and prospects) behaviours.
Technical Features
- Bespoke UX design and planning
- Content, brand, SEO and imagery strategy
- Mailchimp and Salesforce integration
- SSO (Single sign-on solution)
- Hivebrite community tool integration
- Vimeo API customised experience with Umbraco
- .NET web application solution via Umbraco CMS
- Azure AD and MFA security
- Maintenance support and Hosting SLA’s
building a DXP application that supports greater client community engagement as well as promoting lef's advisory services.
Using Umbraco as the central digital experience platform (DXP), we created a single dedicated solution that prospects and clients could use to consume some or all of LEF's research and advisory content and still enable freely accessible research be available to general public boosting site search engine optimisation of research topics.
enabling gated content to be accessible to customers whilst increasing website leads through ux data capture
The application also utilised a SSO (single sign-on) for clients. We enabled the application to divert customers to a dedicated content dashboard where users could unlock all site gated assets from LEF Research pages, as well as accessing 3rd party community tools (Hivebrite) to secure exclusive event bookings and tours all managed via Saleforce. The application worked in real-time and enabled updates and notifications to be sent via Sendgrid email service allowing management of exclusive and public content to be done via CMS settings. Video was enabled via Vimeo to utilise the native HTML player to ensure a slick user experience across all devices.
Result
DELIVERING A SEAMLESS DIGITAL COMMUNITY VIA ONE SINGLE CMS SOLUTION. results include 208% increase in visitor engagement of key assets and 14% increase in sales pipeline from digital organic leads.
This project truly was a complete digital and visual refresh from start to finish. With a blank canvas, NXT transformed the digital platform and management tools for the LEF team. The simplied messaging, UX and site calls to action mirrored the corporate messaging outlined from the brand guidelines. The results speak for themselves but LEF customers continue to re-engage with the site and it's content more than ever. Update 2024 - The site was migrated into DXC main website.
This is a major step forward for the LEF brand and market presence, with a platform that enables us to engage and deliver compelling thought leadership to CXO clients and prospects. Marketing Director - LEF
