Our role

1. Aesthetic Refresh
2. Brand & Content Strategy
3. Website Re-platforming

In a nutshell

A fresh visual identity, web content strategy, and website re-platforming for Modo.

Context

Modo is the oldest carsharing service in B.C. — and the only carsharing co-op. In a competitive market, Modo’s marketing team needed a website rebuild to better serve the goal of growing its community of carsharers, while improving content accessibility for current members. Modo also needed a more efficient and autonomous content management process, as their previous site had become unwieldy over time. New content, outdated content, old marketing pages and minor design iterations all added up to a less than ideal user experience. All Purpose was recruited to re-imagine the digital experience, re-platform the marketing site to Webflow, and align the site branding to Modo’s mobile app. 

The Challenge

The All Purpose team undertook a number of challenges in redesigning Modo’s website. The site serves several user constituencies, from current and prospective members to Modo staff. Each audience group uses the site in different ways. Over time, much of Modo’s site content became confusing or redundant, creating additional pressure for the member care team through increased help requests. 

Secondly, the site needed to be designed to complement Modo's new mobile app. 

Finally, we were aiming to solve the conflicts that would arise between meeting user and client needs. For example, there were several design solutions which would greatly enhance the overall user experience of the marketing site, but required hard coding. This could make it difficult to update content after launch —which impeded Modo's ability to easily maintain and update their site to serve evolving client needs.

New expressions of impact for Modo.

Approach

Because of the number of user groups, the All Purpose team conducted an extensive discovery phase before design began. This involved user research, stakeholder interviews, a content audit, a data review, and journey mapping.

With these insights, All Purpose commenced streamlined design and development phases, informed by robust research findings. 

Wayfinding, navigation menu and sitemap

First, the All Purpose team started work on the navigation menu. We simplified wayfinding, prioritized key pages in the user experience, and optimized the user flow toward conversion. 

Once the wayfinding system and navigation menu were established, the team developed a sitemap to account for all content and its information hierarchy. Together, the navigation menu and sitemap guided the work of streamlining and optimizing content.  

An information architecture of Modo's existing sitemap
Working sitemap
An information architecture of Modo's proposed new sitemap
Recommended sitemap

Content evolution

Unlike a typical service or retail site, the Modo website has to serve several purposes simultaneously: educate prospective members on the features and benefits of the co-op, drive membership signup, inform current and prospective members about ongoing promotions, provide help content to members using the service, act as a single source of truth for co-op regulations and policies, and provide a gateway for members to manage their accounts and book the service.

The sheer volume of content on the site presented a significant challenge. Over time, small updates, iterations and additions led to a site that was difficult to navigate and cluttered with duplicated, unnecessary, inaccurate or outdated content. This led to users leaving in frustration or initiating a help team interaction. 

As a result of a robust discovery and planning phase, the All Purpose team was able to trim the amount of content on the site, make it easier for users to convert, simplify processes, and prioritize content for each user constituency.

Two screen renderings to compare Modo's first landing page with their new one. The first one is photo-driven, the second is more marketing-focused.
On the left, Modo's previous homepage. On the right, Modo's refreshed homepage.

Design

Once the sitemap and architecture were approved and the content audit neared completion, our team commenced a suite of lo-fi designs. The team established a feedback process to enable swift iterations on visual design and content, and each phase flowed smoothly from one iteration to the next. 

Visual guidelines

Our team then proposed an expansion to Modo’s brand guidelines inspired by their recently refreshed brand. This gave the team a solid starting point from which to build a few different options for visual direction. In the end, our partners settled on a concept entitled What Goes Around Comes Around.

It felt engaging and fresh, leveraging circular design elements from Modo’s brand that evoked concepts aligned with their purpose, such as the circular economy. 

An example of Modo's new design and content, with pithy language and circular photo treatments.

Confirming the design direction early on in the project meant we could confidently spec out pages in the high fidelity stage with very few revisions after receiving initial client feedback. 

It was key that components we designed fit within the no-code solution we had promised through Webflow. This meant working closely with the developer when we had particular sections that might require custom solutions. 

Overall, the final designs aligned closely with the other touchpoints, creating an intuitive experience for users.

Development and re-platforming

A major goal of this project was to provide more autonomy to the growing marketing team at Modo. With this in mind, we chose to build their new website on Webflow, a low-code web platform that provides more agency to non-technical users. 

This approach gives the marketing team complete control over all content on their website and also gives them the opportunity to create unlimited, targeted landing pages to support and measure their marketing efforts. In essence, we have removed a layer of friction between strategy and execution.

Outcome

Thanks to extensive research and planning, Modo received a site that met all the project goals: it was streamlined, easier to use and more compelling, featured a simplified content management system, and showcased a refreshed visual identity aligned with Modo’s other products. 

The new site meets Modo’s business goals, with enhanced analytics capabilities and a no-code solution that makes it easier for the Modo team to update the site with developer intervention. Designed to be more user-centric and facilitate conversion for new and existing members, the new site is a major step forward for Modo in meeting its objectives.

"All Purpose’s commitment to purpose-led business is clear. Throughout the process, they encouraged us always to go back to what is important to our members—and to make life better for them."

Jane Hope, Director of Marketing and Communications, Modo

Let’s work together