Discovery phase
The project began with an in-depth discovery phase to understand the needs of Vitae’s diverse user base, including researchers, researcher developers, senior leaders, and potential partners. Drawing on previous work, such as stakeholder interviews and user journey analysis, we mapped out users personas, key insights and refined the structure of the new website.
During this phase, we focused on addressing the pain points of the existing site, notably its outdated design and poor usability, and gathered feedback to shape the new user experience.
Design and brand evolution
Our design team embarked on brand development for Vitae. This involved evolving their logo and brand identity to reflect the modern, professional, and innovative nature of Vitae’s mission. The aim was to create a clean, user-friendly interface that highlighted Vitae’s key services while being easy to navigate.
We also produced new design guidelines, ensuring that the visual language of the site aligned with Vitae’s objectives for both aesthetics and functionality. These guidelines were critical in delivering a consistent user experience across the site.
Website features & technical integration
The new website features a streamlined content structure, focusing on accessibility and usability. One of the key technical requirements was Single Sign-On (SSO) integration, which allows users to access member-specific content on the Vitae RDF Planner. We also integrated the DotDigital API, which facilitated better communication with Vitae’s member base. The website was designed with scalability in mind, ensuring that future expansions and integrations could be seamlessly incorporated.
Content audit
A significant challenge was transitioning a content-heavy website into a streamlined, user-friendly design without losing critical information. We conducted a thorough content strategy, worked with Vitae’s team to prioritise the most important content, and ensured easy access to vital resources while reducing clutter. This made it easier for users to find relevant information, improving the overall user experience. To preserve SEO ranking and avoid broken links, we implemented a comprehensive redirect strategy from the old site to the new one.
Outcome and impact
This project demonstrated the value of a comprehensive, user-focused approach to website design and development. By combining modern design with robust technical integration, we were able to deliver a website that not only improved user experience but also aligned with Vitae’s vision for the future.
What the client said:
"Working with the team on the redevelopment of our brand and website has been a truly collaborative experience. The clean design, improved user experience, seamless integration with our systems, and accessible content will empower researchers and organisations to connect with our resources more effectively. We are excited about the future possibilities this website will open for Vitae and our community"
Rachael Nicholas
Head of Innovation and Services
