Case Study
The Cambridgeshire & Peterborough Combined Authority

A Spotlight on the Combined Authority

The Cambridgeshire and Peterborough Combined Authority, ‘The CPCA’, is a combined authority covering the ceremonial county of Cambridgeshire in the East of England. The authority was established on 3 March 2017 and is led by the directly elected Mayor of Cambridgeshire and Peterborough.

The Combined Authority were looking to procure a partner to help with hosting, maintaining and redeveloping their main corporate website; with a heavy focus on user experience, searchability and accessibility compliance.

The main objective of this project was to better highlight what they do, how they work, and to promote the positive effects of their many projects in the local and wider community.
The Combined Authority’s website has therefore been redeveloped in an effort to provide users with a digital platform that is both aesthetically pleasing and practical, achieving the objectives that were set out by the client in their brief, meeting the needs of all stakeholders and future users.

A Proven Track Record

Lead Genera have a proven record of successfully delivering digital projects for public and private sector organisations.

We have worked with The Combined Authority to redevelop their corporate website; transforming a “do we like it?” product to a product that works.

This pragmatic approach was about understanding the weaknesses of their current site which we were able to highlight due to the measure of success being if the client liked their website or not.

We worked with the client to demonstrate that decisions based on data, utilising analytics and audience data, would deliver a more successful website with the end user in mind instead of a site produced based on human bias.

This demonstrates our ability to deliver against your success criteria, providing you with a data-driven approach to development to deliver your results.

Aligning To Client Requirements

We understood The Combined Authority’s corporate website redevelopment brief by holding several discovery sessions with the client in the early stages of the project.

These meetings were then held again internally at Lead Genera and expanded upon, which gave way to a production timeline using Monday.com as a project management tool.

We used data to uncover what users wanted most from the Combined Authority’s website. The results were presented to committee members and used to inform future decisions about the direction of communications, engagement and accessibility of services provided by The Combined Authority.

This allowed us to work proficiently throughout the project with confidence and deliver a long-lasting product of high quality.

Adding Value Through Change

When holding our initial discussions with the client, a frequently recurring issue was raised around A) the search functionality and B) user accessibility on the website.

We enactioned Q/A testing to investigate and found there to be a high friction & difficult process when searching for documents and specific information on the site.

We proposed to develop the website with a ‘search-first’ mentality, heavily focusing on the user journey and connecting users to the exact information they want to access in as few clicks as possible.

This was achieved by rebuilding the document library from scratch, and then repurposing the navigation bar on the website into a reduced and more defined user journey. We engineered in reverse from the end user experience. The document & search system we built returned the most precise and relevant information at the top of the results list, descending into the least relevant topics as the information continued, reforming the way users access information on site.