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Exploring the user journey

SETsquared is a unique enterprise partnership between the five-leading research-led UK universities of Bath, Bristol, Exeter, Southampton and Surrey.

Following a competitive tender process, Recognition was briefed to redesign and develop SETsquared’s website. They felt that their previous site lacked design impact, was not mobile friendly and no longer reflected what they had to offer or their position as Global No.1 business incubator.

As a starting point, the Recognition team analysed SETsquared’s audiences, website analytics and explored potential user journeys alongside the client.

Mobile first design

Three design concepts were produced for the client to choose from and following in-depth discussions, a creative route was selected and then further developed with a mobile-first approach at the forefront.

In parallel, the team reviewed and refreshed all of the content based on keyword research, managed two photoshoots to refresh the imagery across the site and developed a sitemap based a new audience-led user journey.

Developed in WordPress, the new website utilises flexible content blocks to build the pages and is fully responsive to work across all devices. Following rigorous testing, the new website went live in December ’18 to very positive feedback.  An immediate impact of the new website has been a much lower bounce rate, showing that the content, design and navigation are all now much more relevant and engaging.

The new creative design for the website has been used for the basis of a brand refresh for the organisation as well.

“The website that Recognition has delivered represents a huge step forward in terms of SETsquared’s web presence. The new WordPress website is modern, positions SETsquared as a global leader for entrepreneurship and innovation and is clear and easy to navigate. Throughout the process Recognition demonstrated the creativity and technical ability needed, coming up with speedy solutions when challenges presented themselves. The team were great to work with, agile and met all of our delivery deadlines.”


Website Project Lead – SETsquared

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