Upon auditing the original OAG website, we discovered it was not designed with a critical user journey in mind. This excluded OAG from key interactions that convert visitors into customers.
OAG’s visual language did not convey their position as data experts. The homepage was busy and outdated and no longer matched their newer corporate identity.
Our front-end development team discovered their homepage template did not follow coding best practices, making it difficult to scale and maintain.
OAG’s website ultimately needed restructuring, redesigning and re-coding.
Before developing our action plan, we needed to understand OAG’s buyer’s journey and client interactions. After several interviews and heat maps, we were able to map out the ideal critical user journey.
We then rebuilt their homepage from scratch, focusing on seamless navigability and UX-centred design. Thus, allowing visitors a better opportunity to understand OAG’s offerings as a data industry leader.
We created a consistent visual language with bespoke iconography, illustrations and animations. As well as, a digital style guide to ensure future consistency. We also improved their copy to be stronger and guide website users.
OAG needed a better understanding of their customer journey and how to optimise their website to fit their client's needs.
Huble helped OAG gain a cleaner UX design path, while re-coding their webpage and adding copy that reaffirms their status as a world leader in aviation data.
The critical user journey Huble identified was spot on, with visitors behaving as we had expected, demonstrating a much cleaner UX path. As predicted, most visitors need to explore OAG’s datasets before they consider speaking to a representative. By refreshing their home page, we ensured OAGs ongoing customer success.
We rebuilt OAG’s home page as the first step of a larger engagement to update their entire website. Following a Growth-Driven Design approach, our successes building the home page will be scaled across the website.
increase in new contacts created from the “All Datasets” page
increase in form submissions on the “All Datasets” page
drop in bounce rates on the dataset page due to better quality traffic
"We are delighted with the results so far. Huble’s expertise has allowed us to identify our key customer journey and produce a beautiful, optimised website — all of which has resulted in a better customer experience. We can't wait to get started on the next phase of the project!"
Our website development team brought all their focus and expert knowledge into this project. Working together with our Design, Development, UX and strategy experts, they restructured, redesigned, and re-coded OAG’s homepage. This was true teamwork coming to fruition, with a fantastic outcome for our client.
By bringing so much skill, expertise and experience into the project, Huble was able to support this leading global travel data provider as it unlocked the next growth phase for the business.