Challenge
Singapore Airline Terminal Services (SATS) Brand positioning, website development, user experience Serving up a new image and an expanded menu of choices online Communicate SATS's new brand positioning, expanded global presence, and new array of end-to-end solutions to a widely diverse audience in industries beyond aviation—hospitality, healthcare, food, and retail. Collaborate on a new web strategy to create a dynamic online presence that delivers a compelling value proposition to each target segment. Migrate and provide easy access to a vast storehouse of content formerly resident in many disparate subsidiary and joint venture sites.
Solution
Communicating SATS as a strong, multi-faceted yet unified brand Interakt delivered a totally re-concepted and re-engineered state-of-the-art website that clearly communicates the unifed SATS brand with a just-right mixture of relevant content, interactivity, functionality, and contemporary design. Persona-based content views for rewarding user experience Addressing the unique needs of the various industries serviced by SATS and its wide-ranging audiences, a persona-based view of content speeds visitor navigation across the site to locate individually relevant content and online functionalities. Extensive user experience testing ensured visitors a satisfying and rewarding interaction at every touch point. Content migration, consolidation, and unified branding To unify and strongly brand SATS's diverse and comprehensive solutions across multiple verticals, Interakt migrated vast stores of content from the company's many subsidiaries and joint ventures and consolidated it for ease of access and maintenance using Microsoft SharePoint content management platform. Integrated functionality for efficient, seamless transactions To facilitate communication, collaboration, and commerce among SATS and its customers, partners, and joint ventures, Interakt integrated a number of applications into the site, including Google Maps and RFP and human resources applications. The integration of Interakt-developed e-learning courseware also helped SATS meet compliance requirements.
Results
Consistent "Very Good" ratings for website development in terms of navigation, content, functionality, design, and interactivity. Improved user satisfaction and increased productivity. Spike in online visits and duration of browsing across various sections. The Takeaways Positioning and communicating a complex, diversified brand requires a comprehensive approach that blends strategy, creativity, and technological expertise. For brands with diverse audiences, persona-based navigation can help ensure a rewarding user experience. Effective content management requires more than software. It takes in-depth understanding of the company's business model, user base, and their information needs.
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