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Visit London

Strategy, design and implementation of the official websites for London

Visit London logo

Effective online presence requires a deep understanding of context, legacy systems, technology, strategy, and creative design. This case demonstrates Double Eye's technology leadership and competence as well as their ability to deliver quick wins.

The Context

Visit London, formerly known as The London Tourist Board, was in the process of re-invention. This involved not only re-branding but also creating a world class destination marketing organisation. At the same time, the web and other interactive channels were fast becoming mainstream media within the travel and tourism industries.

The Objectives

The objectives of the project were three-fold:

  1. To asses the existing web infrastructure, services and resources;
  2. To develop an online strategy for the organisation moving forward - to support the corporate strategy and, this, with the consensus of the diverse stakeholders including the Greater London Authority, London Development Agency and non-executive directors;
  3. To develop a roadmap and schedule for initiatives required to deliver the online strategy.

The final deliverable was to provide the blueprint for implementing a rapid stepchange in the information and services delivered by the Visit London website to support the corporate strategy moving forward.

The Process

Double Eye employed their unique DCI Methodology for the delivery of those objectives.

The key methods employed during the assessment included:

  • Interview of all relevant personnel involved in the delivery of the website at that time - this included editorial, technical, operational, management, etc.;
  • Interview and review of third party suppliers - including web development, fulfilment, ad sales, transactional services, etc.;
  • Review of key supplier and partner agreements to understand flexibility and contractual commitments.

The key methods employed during the development of the Online Strategy included:

  • Workshops with key groupings of staff;
  • Solicitation of input from key stakeholders;
  • Development and refinement of strategic objectives;
  • Refinement and consensus.

The final stage of the project was to conceive and schedule the developments required to realise the strategic objectives. This involved working with both the interactive and travel/tourism expertise within the company to specify the components of the overall solution. This was then used to inform and drive the development project.

The planning for implementation of a roadmap necessitates the development of a high-level technical architecture. This requires a deep understanding of both the legacy environment as well as the potential technologies which may be used for the project. The technology heritage and leadership within Double Eye ensured that this was a significant added value for the client.

The Outcome

The benefits of this project to Visit London have been significant, tangible and measurable. These include:

  1. Exceeding expectations with respect to both visitor and revenue objectives. One key measure is the significant increase in repeat visitors. In addition, over £1m of business was generated from Visit London's online hotel booking service within 3 months of it being defined by Double Eye and commissioned;
  2. Being listed as the website most used by visitors to London by the most recent British Visitor survey;
  3. Making the strategy created for Visit London the anchor for all new developments of the site. Apart from alignment of internal teams, one practical application of the strategy is to qualify and prioritise potential new developments.

David Campbell, then CEO of Visit London, says:

The step change in web activity created for the organisation was remarkable. Our traffic and revenue grew exponentially in the early months heralding a widespread validation of the strategy. The logical approach of the Roadmap coupled with quick-win deliveries is a no-brainer.

Key Points

One of the key features of the DCI methodology is to acknowledge and account for the existing infrastructure and legacy within an organisation.

This is important in all situations which do not have a "Greenfield" site.

The roadmap describes phased packages of discrete elements which most often can be launched and used as soon as complete.

One particular method employed by Double Eye involves identifying "quick wins" early on in the project development plan.

The benefits are numerous and include:

  • Delivers tangible value EARLY;
  • Creates momentum for the project;
  • Ensures frequent deliverables;
  • Reduces uncertainty and risk by improving quality and client experience as early deliverables inform and refine future activities
  • Significantly enhances stakeholder buy-in.

The strategic objectives also provide terms of reference for the project moving forward which enables the developments to proceed without constant recourse to the stakeholders. This is one of only a few ways to achieve rapid and efficient progress in a complex "multi-stakeholder" environment.

Visit the Visit London website

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