Objectives
The redevelopment of the ICI website was driven by a number of factors. Accessibility compliance was a priority but ICI also wanted to emphasise their 'Leadership in Formulation Science' brand value with a new look and feel and to include a larger section on their technology capabilities.
Through the new site ICI were looking to target a range of user groups including investors, journalists and analysts.
Solution
Developing and delivering a site that fulfilled ICI's needs and business requirements entailed more than just a facelift. We spent time with ICI to develop an understanding of their business objectives, their marketplace and their user groups; creating profiles and user journeys to reflect their target audiences.
The new site incorporates a number of specific homepages aimed at ICI's different user groups (retail and bond investors, journalists and analysts), highlighting timely and relevant content with deep links to more information. The global nature of the brand is reflected throughout the site in the use of colour and imagery.
Making the most of ICI's information resources, regular visitors to the site now have the opportunity to register for updates on announcements and financial news.
Results
ICI's brief specified that the new site had to meet accessibility standards for users with sight problems and other disabilities.
We built them a site that is AA compliant but that also challenges perceptions that accessibility compliance limits your ability to showcase your business through your website.