Goodwood Estate | Digital Experience Platform

Summary

For these industry leaders in luxury experience, we developed a platform that truly reflects the Goodwood brand, marrying powerful functionality with beautiful design.

Introduction

We were tasked with translating Goodwood Estate’s awe-inspiring sense of beauty and luxury to a digital experience that evokes a similar spirit for online customers. Goodwood is a complex business that operates across multiple verticals, including Travel, Retail, Automotive, Food & Beverage, Sports and Media. The brief involved delivering a digital transformation that encompasses all these business units into a single, coherent and engaging online user journey.

With dotcraft, it didn’t feel like you are working with an agency. It felt like you were working with a member of your own team. They were so invested in the brand and were efficient, forthcoming and communicative throughout the build.
Simon Gardiner, Head of Digital Product

Recent Highlights

Seemless project collaboration

Building a versatile library of UI components and features

Advanced search functionality with custom filters

Interactive maps

The Build

For the technical build, we used the Optimizley Digital Experience Platform to provide sophisticated, customer-centric cloud-based solutions that integrated with existing systems. This included an integration with existing CRM and ecommerce solutions, a Membership platform, an API to integrate multiple platforms and a native mobile application.

We developed advanced search functionality with custom filters and used consistent visual motifs and video integrations, including synchronisations with the Goodwood Comcast account, Vimeo channel and Instagram feed. We introduced moments of delight with multi-layered interactive maps to engage a wide range of target groups and enable them to explore Goodwood behind the scenes.

Following the platform’s release, we have maintained a long-term relationship with Goodwood and continue to provide maintenance and support on their projects.

Our Process

The team immersed itself in the Goodwood brand, spent a lot of time at the estate itself and built strong relationships with stakeholders across the business. This project was a true collaboration between agency and client, kicking off with a phase of discovery and scoping where interactive workshops were held with key stakeholders to define requirements.

We ran an information architecture phase to categorize, capture and map out all the user journeys, before moving into UX design where we delivered wireframes outlining layouts, components and interactions. This phase also took into account our requirements for producing editorial content – engaging stories, product descriptions and website messaging.

The UX was translated into visual design – delivering the brand values in an online experience through the use of colour, typography, iconography and photography.

Finally, our expert technical team delivered an engaging and delightful customer experience on the front-end, underpinned by a powerful Optimizely content creation and commerce back-end platform.

Outcomes

The end product was a platform that captured the luxury aesthetic and customer focus of the Goodwood brand. The platform received glowing reviews from customers and generated an increase in engagement metrics across the board.

20

reduction in bounce rate

17

increase in session duration

15

increase in pages per session.

The Goodwood site continues to drive traffic to its eCommerce platform and, since launch, has seen a 54% increase in sitewide conversion and a 35% increase in total revenue.