Cambridge Data - Embed data-driven capability into your business

The problem

Cambridge Data already had a website, but it did nothing for their users or the business. It was simply pages with text, no calls to action, no journey and no way to book their services from the site.

The brief

Create a complete end to end solution which enables prospective clients to understand what Cambridge Data is offering and to convert their offering into bookings.



Who are they?

Cambridge Data is a consultancy which specialises in helping businesses extract value from their data, how to quantify it and utilise the results to enhance business performance. They do this by assessing their data maturity and providing research, resources, in-house coaching and workshops to unlock the potential within the business and its teams, helping them make data-driven business decisions.

The old website

When I took on the initial brief, they simply wanted to redesign a couple of pages and to jazz it up a bit. But I prefer to analyse the current state of play and understand what they're trying to achieve.

The website was almost like a brochure, with lots of information in text format and loads of corporate stocky images. It wasn't serving a purpose, had no user journey, no way to understand who they are and what they're offering and no way for the user to actually obtain the offering.

So, I began to construct a strategy to understand their audience and build a plan.


Pain feelers

People in the business who are struggling with data-related issues first hand. They understand the issues far better than anyone else in their entire organisation.


Those who listen to the pain feelers. They feel their pain too and want to take on their suggestions with clarity and well thought out processes.

Business seniors

Those who may not know about the issues on the ground level, but are keen to get the habits of data maturity embedded into their business.

User types


Pain Feelers and Listeners

They are interested in Cambridge Data, but not sure what it is or what it can offer them. They may also be looking at other solutions.


Users want to learn more about what CD offers. They may have a specific need or data related issue and need to find out if CD is able to help their organisation.

New users

Pain Feelers and Listeners

Those who are new to Cambridge Data, but already know what we can offer them. They have a good idea that we have a solution to their data-related issue and want to know how to contact us.


Users searching within the site for specific information.

Current users

Pain Feelers, Listeners and Business Seniors

Users who’ve already engaged with Cambridge Data. They may have already signed up for a workshop and require further information, they may have already had their coaching and require further resources.


Users looking for additional support and would’ve received their services before.


The ultimate goal

Tell users what Cambridge Data is offering, what the benefits are and get them to sign up for a workshop.

How we achieve it

Each level in this strategy relates to a specific need and has a purpose. This allows us to create the appropriate levels of pages with the most relevant content for each of our user types and to map out a journey towards the ultimate goal.


Site map

Create attention
Create relevance



Each page falls into the strategy to meet the user's needs and the content for which will be designed accordingly to meet the relevant purpose and achieve the ultimate goal.


User journey

Now, getting into more detail we take our findings from the schematics embedding the strategy and the ultimate goal into the journey and the elements on the page.

Visual language

Embed our strategy into the front end

Now we’ve identified our audience, user types, site map and wireframes of the site pages. It’s time to think strategically (and creatively) about the way in which we communicate ourselves visually in the UI to our audience. The Pillar strategy still applies, but now it’s about storytelling without words. Keeping in mind our other collateral which will need to follow the rules laid out.

Colour strategy

Each colour set will be created to represent each of the visual pillars. Our goal: Achieve a limited colour palette which works across each visual pilar.


Using the visual language pillars, we can then get a rough example of how to use shape in the front end design.


Using a purchased icon set for speed, all of the results and feedback from the above strategy were taken into consideration to complete a playful look and feel for the brand.


Visual language research in practice

Once everything in the strategy and research phase was signed off, all the pages were designed in three device widths from the wireframes.

The home page now clearly signposts the user to the right content for their needs, the website now has a purpose and utilises clear calls to action to achieve the ultimate goal.


Finding a service/product

Now users can easily find the right service for them using algorithms and questionnaires to generate the right outcome based on their needs.

Book a service

Now users can actually obtain Cambridge Data's offering directly from the website, just like purchasing a product on an e-commerce website.


More about me


Why hire me?

I have a strong understanding of what’s involved in taking an idea and turning it into a tangible product.

My clients

Ranging from startups to global enterprises, my clients push the boundaries of innovation and excellence in design, technology and engineering.