In 2022, the city of Greater Springfield turned 30. Spearheaded by Springfield Land Corporation, the transformation of a multi-hectare green site to today’s thriving city of 50,000 residents needed to be portrayed through a website that matched the endeavour and entrepreneurship that has seen the city attract major corporate, government and sporting organisations.
The existing website was a static, corporate website that attracted very distinct audiences but didn’t segment content or actions appropriately. The new website needed to cater for investors, residents and associated audiences such as Government and media.
Services provided
- Functional specification and accessibility standard assessment
- UX and CX review
- User workshop and card sorting
- Web design
- User-centric web development
- Custom function development
- CRM form integration
Led by Rob Lovegrove, Rowland’s approach was to present a ‘city’ website as opposed to a corporate website. While access to Springfield Land Corporation and its people is important, a universal need for all audiences was to ‘see themselves’ in the city of Springfield. To deliver this, the team mapped out a user experience that would be underpinned by ‘invisible intelligence’.
This has seen the delivery of functionality that isn’t obvious to the user but helps deliver a world-class, user-centric experience.
At the heart of the site design and user flow is the use of website cookies and search functionality to present relevant information on subsequent visits based on previous site interactions.
Prominent search use and cookies now means homepage content subtly changes for different users, that means residents that just want to know about what’s on events will be served event information whereas business partners will be presented with alternative investment-related information.
Elsewhere, the site now records more engagement than ever before with the inclusion of resident polls, business directory and event submissions which ensures the website becomes a practical tool rather than a passive brochureware site.
Behind the scenes, the site has been built to precise technical standards that sees the site score 92/100 on Google PageSpeed Insights.
