ProjectsREALIGNING A DIGITAL POWERHOUSE
As the parent company of eBay Classifieds, Gumtree and Leboncoin, Adevinta is a giant in the ecommerce space. Growing at speed, they needed to align their disparate global market websites into a single online brand.
Enter bbd, with the skills and strategy needed to deliver a website fit for the world’s largest online classifieds company.
A website for the largest online classifieds company
Services provided:
Elevating a parent brand with its own identity
Adevinta's own website had become disjointed and limited in its ability to reflect strong company growth. With stakeholders, audiences and Google search all moving on, their story now had to serve:
- A varied audience across potential investors, start ups, media and employees
- Growing markets operating under multiple languages
- A complex operating model with a variety of passionate stakeholders
Adevinta didn’t just need consolidation. They needed something distinctly new and improved.
Many stakeholders. One common goal
With a global reach and dedicated teams for each target audience, Adevinta’s new website needed to meet each stakeholder’s requirements – in addition to the usual UX and technical challenges.
With each team having strong opinions on the functionality, architecture and vision of the site, we set up a series of regular multi-stakeholder review sessions and individual team sprints alongside a dedicated project manager from Adevinta.
Streamlining the design process
We approached the project in multiple phases — using existing content to highlight ‘content gaps’ to each of the audience-led content stakeholders. This way, we could secure stakeholder buy-in prior to the visual design phase. Our process?
- Immersion in the culture, values and vision of Adevinta
- Identification of current shortcomings in the website’s branding
- Individual audience deep-dive, understanding motivations, mindsets and key decision-making moments
- Defining a new structure and content hierarchy – aligned with audience needs and conversion goals.
- Wireframe key interface elements, including key pages and site navigation
Our creative team then worked closely with Adevinta’s brand team to create a foundational style guide and set of molecular ‘components’. These would be used to build out high-fidelity designs.
Eliminating front and back-end dependencies
Our front and back-end developers worked on the site in parallel, using Fractal, to deliver:
- A carefully crafted WordPress interface that made building powerful templates easy for future content editors
- 3rd party integrations for both the press releases and careers sections
- An automated schedule to pull the data straight into each of the websites’ CMS
- Reducing potential speed overheads from using a proxy
- Enabling webmasters to filter what was being served to ensure relevance for each market.
A scalable solution for both legacy and future requirements
Going forwards, Adevinta would be hosting and administering the new sites themselves — with WordPress as the CMS of choice. Our solution was developed using WordPress’s multi-site capabilities: reducing hosting and plugin costs, speeding up deployment time and lowering the overheads associated with running multiple sites and servers.
The speed at which the sites can now be cloned for content editors to start work and the intuitive layouts for adding content into the CMS have been invaluable to the longer term success of the project.
Could you be our next client?
If you’ve seen something in our case studies that got you excited, made you want to learn more, or you’d just like to meet the team behind the work – let’s talk.
