Advertising Standards Authority

ASA is the UK’s independent regulator of advertising across all media.

As ASA approached their 50th anniversary they wanted to mark the occasion with a completely new brand and apply that to their websites. ASA’s online presence was split between three sites; ASA, CAP and CopyAdvice. CAP write and maintain the codes of best practice, ASA administer the codes and CopyAdvice provide advice and training services. The sites presented a number of usability challenges including poor navigation, unclear calls to action and ineffective sign posting. There was also little targeting of content. The business felt CAP was not prominent enough and that CopyAdvice would sit better as part of the CAP service, therefore a new information architecture and navigation was required. All sites are running on the Sitecore content management system.

Solution

We approached the redesign by adapting the new brand across three new creative concepts. After reviewing with the project team, one concept was iterated and presented to the board for signoff. This concept was then applied across all key templates.

ClerksWell revised the homepage layout to optimise the user experience and improve the display of the latest rulings. More prominence was placed to action items, proving clear signposts for site visitors.

Sitecore’s complete separation of content and presentation made the process of re-design and re-structure painless, as designers could work in parallel with content managers without impacting each other.

Following an information architecture workshop, ASA staff merged CopyAdvice and CAP using the Sitecore interface. Content was re-structured to improve navigation and search.

Outcome

The new brand and application on the website has been incredibly well received by the community.

Improved navigation and calls to action have made content easier to find and digest, with enhanced linking of rulings and codes to put decisions into full context.

The new information architecture enables the site to grow and support the business through easy to use content management tools within Sitecore.

Advertising Standards Authority Ltd. now has a website which is optimised for mobile devices. With Sitecore’s Multi Device Design the downloaded data is reduced, making for a fast and simple mobile site. This has advantages over responsive design where data is often downloaded but then hidden from the viewer. For more information about Sitecore email sitecore@clerkswell.com.

Committee of Advertising Practice Ltd. are now looking to improve the visual appearance of The UK Advertising Codes on mobile devices to deliver best practice enhancements for industry end users.

ClerksWell have also provided ASA with the technology to improve their internal communications. ASA now benefits from EasyShare an instant SharePoint intranet solution.

ASA had conceived of their intranet as more than a document repository, there was an aspiration to use the intranet as a means of communicating better with employees. EasyShare was used to unlock SharePoint’s news and internal engagement features to their full potential with the enhanced user experience and design.

Thanks to its flexibility, EasyShare was easily integrated into the existing site by IT. The project was delivered quickly and at a low cost to the business, who were able to assess the solution fully before investing.

EasyShare can be used as a new SharePoint intranet or as part of an existing SharePoint site. ASA decided to use the EasyShare solution to enhance their existing intranet.

ASA also have EasyShare

The ASA use SharePoint for their intranet. They decided to take EasyShare to improve the user experience and provide them with a large number of templates and features.

The photo below is of the product EasyShare.

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ASA also have EasyShare, see other clients who have EasyShare...