Project story
Virgin Holidays
Working through Clearleft digital agency, we:
- Led a three-week content-led design sprint
- Shaped the company’s content strategy
- Created tone of voice guidelines and delivered training to content managers
- Spearheaded more content-centric ways of working
The challenge
As part of the much-loved Virgin brand family, Virgin Holidays had loyal customers and a firm footing in the industry. But they knew their digital experience needed to be much better. So they began working with Clearleft on a digital transformation programme, and soon realised that content needed to be at the heart of this.
They asked for our help in redesigning the web pages for two of their most popular Caribbean destinations, Barbados and Antigua, as a pilot project. This helped to develop a content-led approach that would be become the new way of working at Virgin Holidays.
The work
We began by running a three-week content-led design sprint alongside UX designer Tom Prior. Working with a cross-functional team of roughly ten people, we moved through a fast-paced design thinking process to reinvent the holiday destination page experience.
This started with stakeholder and user research to understand content needs and put this at the heart of our thinking and design. We moved the team through structured workshops, research, content creation, testing and refining high fidelity prototypes. And, finally, we played back our learnings to the wider business, including senior stakeholders, to build a business case for investing in content-driven design.
At the end of it, we had new Barbados and Antigua pages, a 22% boost in traffic to these destinations from search results, and a proven design approach for other Virgin Holidays destinations.
The outcome
Virgin Holidays were so impressed with this content-led approach, they asked us to help them embed this in their ways of working.
Over six months we worked alongside a small team of content advocates to develop processes, templates, standards and attitudes to improve the company’s content maturity. We worked with senior stakeholders to shape a content strategy and guidelines, while developing the awareness and skills of content managers through workshops and coaching. Having ‘content champions’ owning the initiative internally gave the work lasting momentum, and Virgin Holidays are one step further along on the road to content maturity.
Heather has the enviable ability to remain unflustered at all times, and the attention to detail necessary to plan and execute the appropriate activities, in the right way, at the right time. She not only has a high-level mastery of content strategy and processes, but also the people skills and acumen to make it happen.
We can do this for you.
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