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RETHINKING B2B CUSTOMER EXPERIENCE FOR A PUB ICON

Greene King Online Ordering & PubPartners.net

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THE RESULTS

The new updates have led to a much improved user experience for Greene King's partners and their marketing team.

User surveys and analytics indicate that the move to a responsive framework have significantly increased accessibility accessibility for Greene King's partners, many of whom will be using a phone or tablet to access content.

HotJar analytics show that the new structure of the menu and particularly the quick links section is getting users to the content they want faster.

The new ranging advice and guides have pushed traffic to key promotional products with the Gin ranging advice being by far the most popular content.

The marketing team can now publish content in-house and in a fraction of the time it took in their previous workflow and the Hub model is working well with the framework now used for, Covid-19 updates and seasonal promotions. 

CHALLENGE & STRATEGY

Our primary goals were driven by 6 key driving factors: Simplifying user experience, improving brand presence, introducing standardised advertising real-estate, delivering targeted content, introducing a responsive framework and making publishing CMS managed.

The Online Ordering project focussed on simplifying user journeys with more visible quick-links navigation components and better signposting throughout the platform.

The UI was redesigned to bring more of the Greene King brand through and we created new elements like a custom badge pack which mirrored the style of bar badges to hero promotions or highlight specific product information.

We introduced standardised digital advertising space (standard banners, billboards, skyscrapers etc) into the shopping experience and tested extensively to protect the feel of the overall UX and key user journeys.

On Pub Partners, we enabled Greene King to target its partners with content which they can use to help them run their venues better, for example, how to drive revenue, how to keep customers safe during the Covid-19 pandemic and how to range drinks and promotions more effectively.

We also moved the platform to a responsive framework and improved usability for the marketing team with publishing now handled via the easy to use Umbraco CMS.

DELIVERABLES

- Report on where the customer experience could be improved.
- Simplify the primary navigation.
- Add clear signposting and a quick-links section.
- Introduce a component-led design and CMS to simplify content publishing and management.
- Move platforms to a responsive framework to improve accessibility.
- Create new ranging page templates.
- Introduce standardised digital-ad real estate.
- Add product recommendations & notifications functionality.
- Design and build a Covid-19 Partners Resources Hub.

Keep scrolling to see the work...

THE RESULTS

The new updates have led to a much improved user experience for Greene King's partners and their marketing team.

User surveys and analytics indicate that the move to a responsive framework have significantly increased accessibility accessibility for Greene King's partners, many of whom will be using a phone or tablet to access content.

HotJar analytics show that the new structure of the menu and particularly the quick links section is getting users to the content they want faster.

The new ranging advice and guides have pushed traffic to key promotional products with the Gin ranging advice being by far the most popular content.

The marketing team can now publish content in-house and in a fraction of the time it took in their previous workflow and the Hub model is working well with the framework now used for, Covid-19 updates and seasonal promotions. 

CHALLENGE & STRATEGY

Our primary goals were driven by 6 key driving factors: Simplifying user experience, improving brand presence, introducing standardised advertising real-estate, delivering targeted content, introducing a responsive framework and making publishing CMS managed.

The Online Ordering project focussed on simplifying user journeys with more visible quick-links navigation components and better signposting throughout the platform.

The UI was redesigned to bring more of the Greene King brand through and we created new elements like a custom badge pack which mirrored the style of bar badges to hero promotions or highlight specific product information.

We introduced standardised digital advertising space (standard banners, billboards, skyscrapers etc) into the shopping experience and tested extensively to protect the feel of the overall UX and key user journeys.

On Pub Partners, we enabled Greene King to target its partners with content which they can use to help them run their venues better, for example, how to drive revenue, how to keep customers safe during the Covid-19 pandemic and how to range drinks and promotions more effectively.

We also moved the platform to a responsive framework and improved usability for the marketing team with publishing now handled via the easy to use Umbraco CMS.

DELIVERABLES

- Report on where the customer experience could be improved.
- Simplify the primary navigation.
- Add clear signposting and a quick-links section.
- Introduce a component-led design and CMS to simplify content publishing and management.
- Move platforms to a responsive framework to improve accessibility.
- Create new ranging page templates.
- Introduce standardised digital-ad real estate.
- Add product recommendations & notifications functionality.
- Design and build a Covid-19 Partners Resources Hub.

Keep scrolling to see the work...

NEW GUEST ALE RANGING & STANDARDISED AD SPACES

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NEW GIN RANGING ADVICE & COCKTAIL LIBRARY

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NEW CATEGORY INSIGHT & USER GUIDES

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COVID-19 HUB

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CREATING A DIGITAL PORTFOLIO FIT FOR MISFITS

Lab of Misfits Website & Perceptual Experiments

TRANSLATING BIG DATA INTO BETTER DECISIONS

Omnichannel Big Data Platform

HELPING GOOD PEOPLE INVEST IN A BETTER WORLD

Philanthropy Impact Website & Resources Hub

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