How to go from one-size-fits all to a personalized content platform.
Translating insights from target groups of Eindhoven365 to customer journeys and interaction solutions for the Eindhoven365 platform.
During multiple co-working sessions we mapped out the objectives and target groups and analyzed the customer journeys, the competition and the pain points in the existing website. From this we discovered what kind of tasks, jobs to be done, were specific for a target group and witch where more generic.
We descovered that thisiseindhoven.com was mostly a first touchpoint for the target audience after they we're targed trough social media ads and trough organic search from search engines. An important role of thisiseindhoven.com for the city of Eindhoven is to guide users to their next step on their journey to Eindhoven.
This means different things for different target groups;
From this we created an information architecture and an interaction model. For example of some detailed wireframes for the expat;
Personalized pages that are tailored to previous messages.
Theme pages for questions of the target audience.
Awnser questions on what it means to live in Eindhoven City.
For the visual identity and branding of the site, we collaborated with graphic agency George&Harrison, whereby our expertise strengthened each other nicely. The content now connects seamlessly to the target groups and is easy to find due to the improved structure. This makes the website much more user-friendly and visually appealing on both desktop and mobile.
We compared November 2021's performance with that of the same month a year earlier. This showed that visitors view 55 percent more pages per session, that sessions last on average 20 percent longer and the bounce rate is 58 percent than last year. Moreover, there are 112 percent more clicks to external partner websites, one of the most important KPIs of the website. The renewed website not only helps residents and visitors of Eindhoven on their way; Thisiseindhoven.com now also creates a great deal of authority to partners and stakeholders.
Kentico Site of the Year 2021 – Tourism & Entertainment