What we did
Throughout the project, Luminary worked closely with Neoteny (Neo), who had laid the foundations for the site’s implementation through the discovery and design phases.
The build phase began with Luminary assisting the Heart Foundation to select a Web Content Management (WCM) system that would meet its need for a highly personalised, future-ready website. Several platforms were evaluated against the Foundation’s budget and requirements, with Kentico ultimately being selected.
A new world of navigation
Rather than attempting to resolve the issues with the site’s navigation and information architecture, Neo recommended eschewing traditional navigation altogether and creating the site as a single page application. This meant getting rid of mega menus, breadcrumbs and even pages, and replacing them with a single ‘landing space’ populated with a curated selection of content ‘tiles’.
“There’s a wonderful sense of simplicity in a single page application. I believe users appreciate being asked who they are and what they are interested in rather than forcing them to understand and come to terms with the navigation and information architecture your business has determined for them.”
– Troy Muir, Director, Digital and Direct Channels, Heart Foundation
Neo also designed a personalisation strategy, which we took forward into execution. Infinite content personalisation drives the selection of content tiles based on the user’s self-identification of their role and reason for visiting, and then their on-site behaviours. Behavioural data comes from multiple sources including: donation forms, calculators, chatbots and the CRM. As the site learns about the user, increasingly tailored content is presented in real time, in much the same way as the Facebook newsfeed.
Even activities that happen offline – such as attending an event or making a donation in person – are used to further drive personalisation on the site. This is achieved via integration with Tealium, a single-view customer data platform (CDP) that synchronises online and offline data and feeds it back to Kentico via a web hook.
As the user clicks on a ‘tile’, it opens up within the landing space, allowing the user to close out of it and return to where they were without having to navigate via forward and back arrows. The more the user interacts with the site, the more attuned it becomes to their interests and preferences.