Creating a global, mobile website
Inmarsat is the world leader in global mobile satellite communications. Relied on for over 40 years, their world-leading satellite networks touch every aspect of life, all over the planet, to keep communities, companies and countries connected when it matters most.
Inmarsat have the world’s most advanced and resilient mobile connectivity infrastructure that serve aviation, maritime, government and enterprise markets with an unparalleled portfolio of services and solutions often in the most remote and challenging locations.
The brief was to transform their digital presence, bringing together 32 different websites into a single digital destination fit for the future of the world’s leading pioneer of mobile satellite communications.
Communicating the whole story
One of the major challenges was to bring all of the existing 32 websites into a single website with a seamless user experience that focused on our customer needs as well as other key audiences. Having conducted interviews with external audiences and key internal stakeholders we were able to define a sitemap that enabled easy access to content and delivering on our target of just 3 clicks. The site addresses the needs of those looking for Inmarsat's services and solutions; the prospective employees looking for a career; those looking for an implementation partner or to become a partner; and even end users simply looking for their latest user guide. The website now addresses their needs.
Enabling rapid access to content
With such a large and complex site it is really important users can quickly find what they are looking for. First we introduced a novel 'content selector' element right up front on the homepage to enable you to find exactly what you are looking for. Second the multi-dimensional dropdown menu that enables users to explore the full site and to access content 3 levels down in a single click - and understand where they are in the site structure. Third in key areas of the site such as Insights and news we introduced a tagging and filtering system so users can quickly find the articles they are looking for. These tags are carried through into the articles pages so you can also quickly find related articles. Fourth we introduced an advanced search feature that enables users to sort the search results not only by type of content but also by the section and date of update.
Compelling new creative identity
The creative needed to do justice to Inmarsat's position as the leading global provider of mobile communications, and so we developed a very distinctive creative identity. With powerful imagery and use of video, working together with strong words and bold fonts, a fresh colour palette, the new digital identity reinforces this powerful, inspiring leadership positioning.
Delivering on the commercial imperative
The new website works hard to generate new business leads. Solutions and services are presented, with related insights to evidence leadership, and case studies to showcase a proven track record. We worked hard to map out a specific sales funnel (user journey) with clear calls to action, data capture and up-to-date relevant content. This combined with Salesforce integration using Pardot has led to a dramatic improvements in lead generation and enquiries across the board.
The Inmarsat website is a transformation of the previous disparate website. It brings together all of the key elements for a success website – a clear strategy for its purpose and communications objectives, a compelling and distinctive digital identity with an effortless user experience, curated content to meet the user needs, all powered by a world-leading CMS (Adobe Experience Manager) enabling editors to keep the site relevant and up to date. The results have shown that it has met the objectives set out at the start of the journey both commercially and experiential.
Check out their website here.
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