Investors in People Scotland

User-centered approach to improving business through people

Investors in People Scotland (IIPS) provide expert support and guidance for organisations and business owners to help them meet their objectives, boost results through improved people management, and improve health and wellbeing within the workplace.

With a diverse user group seeking advice and information on myriad business issues, IIPS briefed us to create a content-managed website that offered a wide range of information while seamlessly integrating with a CRM, to allow the team to track business leads from their first point of contact through to repeat business.

The project encompassed a number of different stages, spanning a variety of digital disciplines:

  • UX reviews
  • Persona creation
  • Journey mapping
  • Wire framing
  • Pattern library creation
  • Responsive website design
  • Content creation and optimisation
  • Development
  • Third party CRM integration
mobile screens

Discovery and understanding

Working closely with the team at IIPS, we kick-started the project with an in-depth scoping workshop to help us:

  • Understand the project objectives
  • Find out Who IIPS are and what they do
  • Map user journeys for the multiple services offered
  • Uncover the key site-user personas
  • Sort content into user-friendly buckets
  • Map site architecture based on the users’ needs

The information and understanding gained during this workshop was a key driver for progressing the project forward, ensuring that the users’ needs were at the heart of the process, underpinned by the services offered by IIPS.

UX design phase

With a full understanding of the users and business needs we progressed to the UX design phase of the project. After first mapping out the site architecture, we developed wireframes to illustrate how the site structure and content organisation would look. These wireframes were then progressed to design mock-ups, illustrating the hierarchy of information on the home page, key landing pages and modular CTA to direct users to relevant and related information.

With the site architecture and wireframes agreed we developed a pattern library, showcasing the key building blocks for the site and allowing the IIPS team to evolve the site look and feel quickly and easily if needed.


Working closely with the front-end design team, our developers created flexible, responsive templates and widgets within Umbraco - our chosen content management system. We tailored the CMS to be intuitive, so that the IIPS team could fully manage the site content and easily scale the site up or down whenever they needed to.

Third party CRM integration was also a key feature of the site for the IIPS team, so we integrated a data feed between the site and Nimble - an off-the-shelf CRM platform. This integration passes key information to the CRM, allowing the IIPS team to learn about their users and ensure any future communications, advice or services are bespoke for each user’s needs.