St. James's Place Wealth Management wanted to develop an online version of their market insights and news magazine 'The Investor'. They wanted the experience to be interactive and allow end users to choose specifically what they were interested in and get articles on those subject segments. They also wanted the site to be presented to clients of a specific Partner under that Partner's branding, so the site needed to have a dynamic wrapper that could display different Partner information depending on where the user had arrived from.
What we did
We developed a responsive concept that was based on a core index page that displayed articles with subjects identified based on colour brands. We used the powerful tagging engine in our content hub (Molecule) to tag each article on a number of different segments and then built a dynamic filter on the site that allowed users to identify the segments and subjects they were interested in. The block based index would then reshuffle using AJAX in realtime to show the users all articles related to their interests.
With the tagging matrix in place, when a user clicked into an article we were then able to display related articles based on the tags, creating a relevant experience for the user rather than a fixed and pre-set one.
The dynamic wrapper
In order to create an experience that presented end users with the details and brand of the Partner they know and trust, we integrated the website (running on Molecule) with the legacy system responsible for delivering the 2,000+ network of Partner websites. The system has all the information about each individual Partner and their branding for their own websites, so we integrated using XML so that we could pass the required branding type and content assets to the frontend and create a seamless experience.
On the Partner websites we added to the news widget so that it became a click through to the new Insights website, with links in the header of both sites as well to give the impression that they were two sides of the same website. The headers were developed to be identicle, so that the user could move between the two without any perceptible difference in experience.