A Bespoke Digital Experience
2015
Client Virgin Active
Disciplines Digital, UI
Role Senior Designer
In order to meet it's high profile client expectations, Virgin Active approached us seeking a bespoke CRM strategy with a website that would help increase subscriber activity using personlised content.
Approach & Role
We created a strategy for campaigns that utilised user data to produce a content rich, fun and holistic experience that showcased the Virgin Active brand. My primary role, working with a small team of senior designers was creating a modular structure for the website, allowing Virgin Active to update content using a content management system whilst ensuring engagement was kept to a maximum.
The Website
Using modules we designed a system that allowed for flexible content control in order to provide the most tailored experience possible. The look and feel of the website would change depending on your membership type, which club you belong to and what content was most relevant to you based on data.
Simplified CMS
We cleaned up the UI for the backend dashboard by creating tiles that housed relevant analytics, simple to follow editing capabilites, all whilst aligning to the Virgin Active brand.
