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Launching a new national delivery service with a tailored web presence
Scoot
Overview
The launch of Scoot's new delivery service required a microsite designed to engage both consumers to drive app downloads, and attract retailers to build partnerships. The project required a careful balance of meeting diverse user needs and the adaptation of branding for digital accessibility.
Services
Experience Strategy
Competitor Research
User Experience (UX) Design
Drupal Development
Our Partner
The Client
Scoot is a brand new delivery service designed to inspire independent retailers by connecting them directly with their customers.
Scoot focuses on providing a seamless, reliable delivery experience that champions convenience for shoppers and expands the reach of local retailers.
As a dedicated platform for independent businesses, Scoot offers a modern solution tailored to the unique needs of small and medium-sized enterprises looking to thrive in the fast-paced world of on-demand delivery.
The Brief
Building a microsite with big dreams
Announcing yourself into a thriving digital world of on-demand delivery is daunting, but Scoot had the appetite to do just that.
As a new delivery service, it faced a unique challenge of creating a digital presence that encouraged two distinct user groups: consumers and retailers.
For consumers, the microsite needed to communicate the service’s value clearly and provide a seamless pathway to downloading the delivery app.
For retailers, the focus was on establishing trust and demonstrating how partnering with Scoot could enhance their operations and customer offerings.
Complicating the effort was the branding for Scoot, which had been created primarily for traditional marketing channels, resulting in accessibility challenges when translated into a digital experience.
The task required a careful balance of strategic thinking and technical execution to deliver a solution that effectively addressed both groups’ needs.
The Objective
Establishing market presence & encouraging collaboration
The overarching goal of the project was to establish Scoot’s market presence while meeting the distinct expectations of its two target audiences.
The microsite needed to entice consumers with an engaging and informative experience that encouraged app downloads.
Simultaneously, it had to appeal to retailers by presenting a clear and persuasive case for collaboration.
These objectives necessitated a thoughtful and user-centric approach to design and development, ensuring that the microsite could achieve its dual purpose without overwhelming or alienating either audience.
The Solution
Addressing two user groups
The journey to create the Scoot microsite began with a focused kick-off meeting between Sherwen and the Scoot team.
This initial discussion was crucial for uncovering the client’s goals, understanding their vision for Scoot, and gaining insight into the expectations of the two user groups.
By striking this alignment early, we ensured that every subsequent decision was firmly grounded in the client’s priorities and business objectives.
Building on this foundation, the team conducted an extensive competitor analysis to identify effective strategies employed by similar delivery services.
This research provided valuable insights into industry best practices, helping us pinpoint features and design elements that would resonate with Scoot’s audiences.
It also highlighted opportunities for differentiation, enabling the microsite to stand out in a crowded market.
To further tailor the microsite to its users, we developed detailed personas that encapsulated the motivations and behaviours of the two key groups:
Consumers were characterised as individuals seeking quick and reliable delivery options.
Retailers were profiled as businesses looking for innovative ways to expand their services.
These personas informed every stage of the design process, from content creation to user flow mapping, ensuring that the microsite addressed the specific needs of its users.
Unravelling complex branding issues
The branding for Scoot presented another layer of complexity.
While visually compelling, the branding had been designed for traditional marketing purposes and fell short of accessibility standards required for digital platforms.
We undertook a careful evaluation, adapting the brand’s colour palette to meet WCAG AA guidelines. This adjustment ensured that the microsite was not only visually appealing but also inclusive and compliant with accessibility standards.
Our next step was to map out user flows for both consumers and retailers.
These flows served as blueprints, outlining the ideal navigation paths and interactions for each audience.
Uncovering insights to shape FAQs and Landing Page Features
The process uncovered several key insights, such as the need for a dedicated FAQ section and the opportunity to streamline content by integrating promotions into the consumer landing page as a banner.
This early stage of refinement was instrumental in creating a smooth and intuitive user experience.
With the structure taking shape, we designed a concise sitemap that reflected the microsite’s focused scope.
Low-fidelity wireframes provided a tangible way to test layouts and content placement, revealing opportunities to simplify the design further.
These wireframes proved invaluable, eliminating unnecessary pages and confirming the need for specific elements, such as a standalone FAQ page.
The team then created a comprehensive component library, including essential design elements like headers, banners, buttons, and typography tokens.
This library ensured consistency across the microsite and streamlined the design-to-development process.
High-fidelity wireframes followed, with a mobile-first approach prioritising the user experience on small screens.
Recognising that retailers were just as likely to access the site on desktops, we carefully balanced the design to deliver a seamless experience across all devices.
Emma McShane, Senior Digital Designer, Sherwen Studios,
The Results
Delivering Express Delivery
With the microsite ready for launch, Scoot is now poised to make a strong entrance into the delivery service market.
Consumers can effortlessly access and download the Scoot app, while retailers are guided through an intuitive process that highlights the benefits of partnering with Scoot.
By addressing the distinct needs of its two target audiences and overcoming challenges with creativity and precision, we delivered a microsite that not only meets but exceeds expectations.
The Scoot microsite stands as a testament to our expertise in user-centred design and strategic problem-solving, setting the stage for the service’s success in a highly-competitive landscape.
Success Stories
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