BH Live Active Website
Background
BH Live is a registered charity and operator of of leisure, sports and event venues across Dorset, Hampshire and London. The charity recently embarked on a digital transformation journey to relaunch its BH Live Active digital channels to enhance their customer journey, experience and engagement. The venture sought to bolster the company's digital presence across Dorset and Hampshire, streamline their operations, and position them as a customer-centric brand.
The Process
The project started with an in-depth and on-site Discovery Week, where customer journeys were meticulously mapped, and persona definitions were produced. The team used surveys and market research to identify customer expectations, needs, and digital behaviour patterns. This customer-centric groundwork ensured that the subsequent phases of the project were firmly rooted in user needs.
Following the discovery phase, the initial User Interface designs of core areas of the site were drawn up. The user interface was designed to be intuitive and user-friendly, informed by the insights gleaned from the discovery phase, focusing on seamless navigation and a frictionless user experience.
The project team then turned their attention to the bespoke activity administration interface design with integrations into key operational software within the organisation for bookings and activity timetabling.
Building on a trend of increasing mobile usage, the team embarked on the build and testing phase with a 'mobile first' strategy. This design philosophy ensured that the new site offered an optimal user experience across all devices, focusing on intuitive navigation and interactivity on mobile platforms.
Lastly, employee training, hosting, and support were implemented. Staff members were trained to use the new platform effectively, while reliable hosting was set up to ensure that the site would always be available to users. Post-launch, the project team provided ongoing support, facilitating a smooth transition for both employees and users.
Site Features
The newly launched BH Live Active site boasts a suite of user-friendly features designed to increase engagement and enhance user experience. It includes a unique and flexible timetable display that showcases all activities, enabling users to book their preferred sessions conveniently.
Each centre now benefits from individual microsites, providing localised content and experiences that foster brand loyalty and increase user engagement.
Built on a comprehensive 'headless' content management system (CMS), the site offers granular access and permission controls. This CMS approach ensures flexibility, scalability, and security, allowing for straightforward content updates and adjustments without affecting the front-end user experience.
Customer Quote
Rob Cunningham, the Associate Director of Leisure at BH Live, captured the essence of the project's success, stating,
"Our digital transformation venture has allowed us to reaffirm our commitment to customer satisfaction. It has positioned us as leaders in delivering unparalleled digital customer experiences in the fitness industry."
Conclusion
BH Live Active's revamped website has set new industry standards for digital customer engagement in the fitness sector. It demonstrates the value of a customer-focused approach, married with innovative technology, in delivering an exceptional digital user experience.