Finding the way ahead for Multimap
Multimap is a leading European mapping services company. Ranked by comScore in the top ten most popular websites in the UK, it has a large number of corporate customers and a leading consumer offering. Consumer advertising on the site is a key revenue stream for the organisation.
Mapping out a successful future
The online mapping world is a highly competitive and lucrative marketplace. With major players such as Google and Microsoft entering the arena, Multimap recognised the need to grow audience share and revenues. It saw improved maps and enhanced functionality as the key to increasing its consumer audience while higher value mapping solutions and targeted advertising capabilities would grow its share of the corporate market.
As easy as ABC
Our brief was to innovate but to make any solution ‘insanely easy’ as Multimap’s audience covers the widest possible demographic. We met this challenge by adopting an ‘experience concepting’ approach. This meant that we started with three ideas that offered different routes forward for the site. We then worked with the client to focus on one preferred option and distil all the best ideas into it.
Taking a softly, softly approach
The result was a ‘slow burning affair’ - an experience designed to make it easy for people to engage with Multimap but build value over time. It enables users to fully experience a set of features in their own time – an approach that encourages deeper use and further exploration. We also built in data capture mechanisms and the technical infrastructure to support highly targeted and immersive adverts.
Multiplying revenue for Multimap
Results from beta testing indicate a fourfold increase in ad revenue is predicted. This is due to the website’s ability to attract more customers through improved design and functionality and then to offer them a richer range of better targeted adverts. European roll-out has also been facilitated by the design, build and implementation of a CMS system for Multimap’s online presence.
"Multimap has been delighted working with LBi. Initial design sessions were intellectually stimulating. We’ve been very impressed by their collaborative techniques for drawing out requirements and goals, and for incorporating multiple views into creative solutions. We are also very pleased with their strong emphasis on design for usability.” Sean Phelan, founder and chairman of Multimap.com
http://www.multimap.com/