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Technical Account Manager

Andy Mardell

<p style='text-align: start;'>In simplest terms, it&#39;s the integration of technology throughout a business, replacing slow, more manual ways of working with digital systems that do the job better, faster, and all over more efficiently. But from thinking about digital transformation strategies and plotting roadmaps, to considering different digital technologies, the change can feel overwhelming. Wouldn&#39;t it be easier to stick with what you know? You&#39;re used to it, after all.</p><p style='text-align: start;'>Interesting thought, but no. In this case change is good.</p><p style='text-align: start;'>Unless your processes are up to date and you honestly can&#39;t think of a single thing that doesn&#39;t give you a bit of a headache, there&#39;s plenty that digital transformation can do for your business. And as a rather knowledgeable bunch who enable said transformation, we&#39;re here not just to advise you on what opportunities you have, but to deliver the solution too.</p>

<p style='text-align: start;'>As excited as you are to get stuck in, it&#39;s easy for your enthusiasm to turn into a runaway train, or derail entirely, if you don&#39;t know where you&#39;re going. Before moving on to the &#39;how&#39;, or even the &#39;what&#39;, it&#39;s important to know the &#39;why&#39;. Why do you need to focus on transformation? Because meeting customer expectations and adapting to their needs is now a critical issue. Why does it matter for your business? Because in an increasingly digital world, change happens fast and you need to be able to move with it at pace to at the very least keep up with your competitors.</p><p style='text-align: start;'>Picking apart your motivations in these early stages means you&#39;re building a much stronger understanding of what to focus on in the exploration stage.</p>

Starting with the important question

<p style='text-align: start;'>While you&#39;re planning the next step for your business, it&#39;s the perfect chance to do more than just ask a few basic questions in a briefing. In our experience, some of the best solutions are <a href="https://sidigital.co/services/discover/workshops">discovered through workshops</a> with your team, helping gauge a deeper understanding of what problems you&#39;re trying to solve and how to set you up for success.</p><p style='text-align: start;'>After that, we carry out <a href="https://sidigital.co/services/discover/research">our own research</a>, exploring everything from technologies and platforms to user behaviour and design trends to help us formulate the ideal solution to challenges you&#39;re facing.</p><p style='text-align: start;'>This process was invaluable for our work building <a href="https://sidigital.co/work/wightlink">Wightlink&#39;s user-centric website</a>, where we held regular workshops to understand their pain points and requirements, as well as to discuss key phases of the design and build. While traditional user testing revealed the problems, these workshop sessions held on the actual ferry crossings helped discover why they persisted.</p>

Don't skimp on the discovery phase

<p style='text-align: start;'>Customer research is one thing, but you can&#39;t move forward with the right solutions without first auditing your systems. When done right, this phase can spot transformation gaps and unearth inefficiencies, financial waste, chaotic processes and workflows, giving you a better idea of what areas you need to focus on for proper long-term planning.</p><p style='text-align: start;'>From tech stacks to workflows, a digital transformation audit is intentionally broad to touch on multiple different areas of your business. You might find that software doesn&#39;t cover your needs anymore, outdated hardware is no longer secure, or that your systems are disconnected. Process mapping also helps you see what might otherwise stay invisible, flagging bottlenecks, jumbled responsibilities and where you can streamline workflows, helping your team communicate clearer.</p><p style='text-align: start;'>Shining a light on the problem parts is always nerve wracking, but well worth doing – and it&#39;s why our clients trust us to guide them through it.</p>

Make time for a proper audit

<p>With all that data gathered, now you can get on with the exciting bit: finding what will not only transform your business, but keep the door open for future improvements too.</p><p style='text-align: start;'>In our case, when we’ve collected all the necessary information we’ll design a comprehensive solution tailored to the specific needs of your business. Then once we’ve walked you through our findings, recommendations and overall solution, we’ll make sure we’re all aligned with clear requirements and goals, whether you’re looking to improve processes or develop a whole new site, CMS or app. After that, we can focus on bringing your project to life.</p><p style='text-align: start;'><a href="https://sidigital.co/work/tilt">Take Tilt, for example</a>. When Howden came to us, they wanted an experience that matched the expectations of modern customers whilst also operating within a regulated insurance environment. The challenge wasn&#39;t just in building an app, but to establish a foundation that could support a new way of operating and have a platform capable of evolving in a way that was predictive, not just responsive.</p>

Plotting your digital transformation journey

<p style='text-align: start;'>Ultimately change is a fact of life. It can be held up but it can&#39;t be stopped, and you don&#39;t want to end up on the wrong side of it compared to your competitors. So when you&#39;re considering your digital transformation journey, it&#39;s not just about focusing on that first stop, but having the insight to look to the next one and the one after that.</p><p style='text-align: start;'>It&#39;s exactly how we future-proofed <a href="https://sidigital.co/work/harwin">leading connector manufacturer Harwin</a>. By rebuilding their website from the ground up, Harwin&#39;s various systems now all work together through our <a href="https://sidigital.co/faraday">secure Faraday middleware</a>, keeping products and stock up to date and website speeds 90% faster for a fantastic customer experience. No need for manual updates. A single source of truth for products. And with a 97% increase in filter interaction since launch, we know customers are using the changes implemented.diviD</p>

A more harmonious, future-proof way of working

<p>If you’re fed up of feeling slowed down by frustrating processes, get in touch. We’d love to chat about what the future looks like for your business and help you figure out what to do about it.</p>

Not sure where to start?

Have a read of some of our other articles

5 key considerations for digital transformation

Founder & Managing Director

Steve Piper

<p>What happens when your website stops working for you and starts working against you? Whether it&#39;s a reduction in time spent on the website, low conversions, or you&#39;ve simply moved on in your business&#39;s wants and needs, it&#39;s best not to bury your head in the sand. Have a look for these 8 signs it&#39;s time for a website redesign.</p>

<p>As much as we’d like to think people can look past it, first impressions of your website absolutely matter. If you find your bounce rates are higher than you&#39;d like – and you&#39;re sure it’s not because visitors found what they needed in record time – it&#39;s worth investigating why. Elements like trustworthiness, confusing layouts and buried information can make all the difference between users clicking through to the next page or tapping out altogether. Time is precious, especially in the eyes of customers.</p>

01. People visit but they don't stay

<p>If you&#39;ve built a website and customers or potential clients still have little or no idea what your business does, it&#39;s not only a big problem but a missed opportunity. Rather than having at least basic understanding on first contact, your sales team has to pitch and explain the &#39;why&#39; instead of following up with the &#39;wow&#39;. <a href="https://www.forbes.com/advisor/uk/business/software/website-statistics/" rel="noopener noreferrer" target="_blank">As 78% of small business owners</a> in the UK have a website for their business, with 83.5% of those saying it plays a big part in their business, websites should qualify leads and build confidence. All while providing a reliable point of reference for further reading, ideally before anyone picks up the phone.</p>

02. Your sales team is doing the heavy lifting for your site

<p>Following that point, making users hunt for information is tedious, frustrating, and a surefire way to have them backing out before they find what they need. Likewise, outdated information leaves them with an untrustworthy impression of your business and the experience they can expect by engaging. As you change products or services, update details, and find new ways to <a href="https://sidigital.co/services/design/digital-design">improve the user experience</a>, the best thing to do is keep your website up to date. For more information on why UX and UI iteration is so important, <a href="https://sidigital.co/lab-notes/iterative-ux-and-ui-practices"><span style="text-decoration: underline">have a quick read here</span></a>.</p>

03. Your website doesn't say what you do

<p>If you&#39;re going through the effort of making an up-to-date site that looks great on a large screen, it&#39;s vital you&#39;ve also considered your mobile users. <a href="https://www.statista.com/statistics/1358314/online-shopper-device-preference-uk/" rel="noopener noreferrer" target="_blank">As reported in the second quarter of 2025</a>, mobile phones were the preferred device among online shoppers in the United Kingdom. So if you’re not considering all audiences, especially those used to a smooth mobile experience, an outdated, pinch-to-zoom design that&#39;s a pain to navigate and tough to read will likely turn people away. Your mobile site should be optimised to fit the format, allowing potential customers to focus on what they&#39;re reading rather than trying their patience with inaccurate hit targets and microscopic text.</p>

04. It's not made for mobile

<p>If there&#39;s one unignorable death rattle for websites, it&#39;s wheezing loading times. In the current technological age we&#39;re living in, users just want things to work – and when they don&#39;t, they&#39;ll find something else that will. <a href="https://support.google.com/adsense/answer/7450973?hl=en" rel="noopener noreferrer" target="_blank">As Google notes</a>, 53% of visits are likely abandoned if pages take longer than three seconds to load, so if your team notices your site is slow, visitors will too. And their first instinct won&#39;t be to give it a moment, it&#39;ll be to leave. A few seconds of loading time might not sound like a lot, but it&#39;s enough for people to get an impression of your brand, and that&#39;s not fair to you or them. Google&#39;s also not a fan and will penalise websites as a result, favouring sites that perform better.</p>

05. It's slow and not subtle about it

<p>Though we&#39;ve already covered why it&#39;s important to keep your website up to date, in this case it&#39;s about keeping up with your competitors as well. You might be updating information or considering your brand position in the market, but if you&#39;re still working with a website that looks like it belongs in a different age you&#39;ll stand out for the wrong reasons. Regardless of how strong your information is, your site design is what users will initially focus on, even if they&#39;re not aware they&#39;re doing it. A site that doesn&#39;t keep pace may get left behind altogether.</p>

06. Your website and business are out of sync

<p>Nothing shouts &quot;you might need a website redesign&quot; quite like cringing when it&#39;s shared with current or prospective clients. If sales conversations are bracketed with apologies, URLs are shared with caveats, or you’re just linking users to the information they need rather than the homepage for a browse, you don&#39;t need a diagnosis – you need a plan. On the sunny side, this means you can spend your time thinking about what you want your new site to look like instead of debating whether you need a website refresh at all. And that’s the fun part.</p>

07. You're embarrassed to send people to it

<p>With cyber attacks more active than ever, cyber security is a justifiable concern for businesses internet-wide. <a href="https://www.gov.uk/government/statistics/cyber-security-breaches-survey-2025/cyber-security-breaches-survey-2025#chapter-6-cyber-crime" rel="noopener noreferrer" target="_blank">Approximately 283,000 businesses</a> have been a victim of at least one cyber crime in the last 12 months, with phishing as the most common type (93% of affected businesses). From spam emails and untrustworthy links to database breaches, it&#39;s in your interest to keep your business, customers and users safe online. That means even after considering and implementing the right cyber security for your needs, anything you have in place should always run in its latest version. Elements like outdated plugins and software provide an easy entry point for cybercriminals, opening your operation up to compliance risks, financial loss, malware, and more.</p>

08. You've had a security scare

<h3 style='text-align: start;'><strong>How do you know when your website needs a redesign?</strong></h3><p>If it&#39;s been a few years since you reviewed your website, it&#39;s a good idea to evaluate performance, UX and UI to improve outdated design. Think about your business needs and whether they’re being met.</p><h3 style='text-align: start;'><strong>What is the three-second rule for websites?</strong></h3><p style='text-align: start;'>A well-known principle, the three-second rule for website design reflects how long you&#39;ve got until users hit the back button and continue on their way. Three seconds. If your website doesn&#39;t make a good first impression, it probably won&#39;t get the chance to make a second one.</p><h3 style='text-align: start;'><strong>What are the main signs of an outdated website?</strong></h3><p style='text-align: start;'>Besides telltale visual elements that date websites like a time capsule, outdated information and poor responsiveness and loading speeds are your biggest red flags.</p><h3 style='text-align: start;'><strong>Should I redesign or rebuild my website?</strong></h3><p style='text-align: start;'>Be honest, you&#39;d be creeped out if we said yes and how. The best thing to do if you&#39;re asking this question is to evaluate your site performance from a technical, visual and experiential level. Are there just a couple of areas that you can improve on or do you need to start from scratch?</p>

FAQs

See whether a website redesign or refresh is for you. If you get top marks, well, feel free to brag.

Download our free UX & UI Self-Assessment tool

8 signs it's time for a website redesign

Lead Backend Developer

Richard Keen

<p style='text-align: start;'>Middleware is the software that acts as a <a href="https://sidigital.co/services/integrate">bridge between systems</a>, applications and services, helping play a critical part in how digital ecosystems work. Or, in even simpler terms, it&#39;s the translator that helps different processes, systems, components and applications talk to each other.</p><p style='text-align: start;'>Think of it like a computer hub connecting your mouse and keyboard to your laptop, helping all the different components talk to each other so you can enjoy a smoother experience.</p>

<p style='text-align: start;'>Let&#39;s first ask another question: &quot;Can operating systems, IT, software and apps run without middleware?&quot; The answer is yes. But without middleware, developers need to find a way to connect their systems together, usually by bespoke connectors. That doesn&#39;t sound too bad for one or two implementations, but it can end up feeling overwhelming and chaotic to run in no time.</p><p style='text-align: start;'>Rather than having to navigate the mess to find the connection between your start and end point, middleware provides the common layer that understands what either end needs. It ensures that systems can interact without having to know each other&#39;s complexities, making development simpler, more flexible and scalable.</p>

Why use middleware?

<p style='text-align: start;'>As digital worlds develop and customer expectations rise, the days of simply-connected websites are long gone. Now with various different platforms and SaaS tools, every change could mean a costly redevelopment. But middleware unifies these services to all users. Meaning that when changes happen, such as moving your website from HubSpot to Salesforce or upgrading your warehouse management system, your customers won&#39;t even notice. Done and dusted.</p><p style='text-align: start;'>Middleware integration improves communication and acts differently depending on what job you need it to do. Enterprise middleware, for example, is designed to connect various business systems and business software integration like CRM, inventory, and accounting. Helping data flow seamlessly between them so that when a sale happens, inventories update and finances adjust – all without manual input.</p><p style='text-align: start;'>From message-oriented middleware (MOM) and games engines, to transaction processing (TP) and portals, middleware is the ultimate solution to modern digital challenges. Regardless of whether you&#39;re running a legacy system or starting from scratch and whether your business is large, medium or small.</p><p style='text-align: start;'>Another important category is application programming interface (API) middleware, which is commonly used in modern applications. Where API gateways act as an entry point to access backend services, middleware often manages these interactions and checks for anything out of the ordinary. Making sure communications stay secure, efficient and consistent.</p>

An unseen hero

<p style='text-align: start;'>Where middleware is designed to sit in the background, you might not realise how or where it helps in the day-to-day running of your business. From mitigating complexity to reducing development time, it does more than simply streamline operations.</p><h3 style='text-align: start;'><strong>Consistent, accurate data</strong></h3><p style='text-align: start;'>Having a centralised system means you don’t have to hunt for up-to-date data through multiple streams, reducing admin time for manual entry. Your data will be correct in real-time, everywhere you need it to be. For example, if you update your address on your website, that is then synced across the CRM, accounts platform, warehouse platforms, and more. And like most great things in life, consistency is key for better processes and fewer headaches.</p><h3 style='text-align: start;'><strong>Flexible and adaptable</strong></h3><p style='text-align: start;'>A unified system means changes and updates are no longer a pain to deal with. Your business can switch platforms with ease as you grow and your needs change, such as moving from a digital asset management (DAM) system like Frontify to Bynder. This flexibility gives you more freedom to move to what works best for your business without having to worry about being locked in, scaling with you as and when your business grows.</p><h3 style='text-align: start;'><strong>Cost efficiency</strong></h3><p style='text-align: start;'>Fewer services to manage means you can reduce unnecessary spending. In establishing middleware, sometimes it turns out that some SaaS systems your business has in place overlap. In these cases, middleware can help you trim the fat. Likewise, with fewer specialised processes and customer applications needed, it may reduce project costs and be less expensive to maintain overall.</p><h3 style='text-align: start;'><strong>Making the complex, clear</strong></h3><p style='text-align: start;'>Reducing operational chaos means fewer tangles and less overall confusion when it comes to processes and data. For your business, that might look like using standardised tools and templates, simplifying messaging, and helping your teams know that they can trust that the data they’re seeing is accurate.</p><h3 style='text-align: start;'><strong>Connecting bespoke products</strong></h3><p style='text-align: start;'>Middleware also provides the ideal option for getting more tailored products to work with the rest of your infrastructure. Steering you away from being blocked in by a one-size-fits-all solution and allowing more personalised integration. In fact, we used middleware to help BMW connect their app to an API for a telematics tracking product that people fit in their cars. Allowing us to surface information like car vitals, speed data, cornering data and more directly into an app for users. Read the full case study here.</p>

The benefits of middleware

<p style='text-align: start;'>A fantastic example of this is when we used our own <a href="https://sidigital.co/faraday">secure Faraday</a> middleware to help one of our clients – leading connector <a href="https://sidigital.co/work/harwin">manufacturer Harwin</a> – refresh their online presence, modernise their platform and fix technical issues that had built up over time. And with 4,000+ products to sort through, they needed a website that would make finding the right product clear for customers, too.</p><p style='text-align: start;'>Now Harwin&#39;s website syncs website data with their Salesforce database, always keeping details up to date. Whenever the team updates a product, those changes appear almost instantly, and with Salesforce in the loop all data is easy to find.</p>

Future-proofing digital presence

<p style='text-align: start;'>It&#39;s only natural that, since middleware bridges communication, it also shines when it comes to improving security. As it sits between systems, it&#39;s in the perfect position to implement security policies and protect against threats. From authenticating users to authorising access, encrypting data and verifying credentials, requests reach this digital checkpoint before they can pass on to the juicy, more valuable areas.</p><p style='text-align: start;'>Another concern with having various different systems and SaaS tools is dealing with dozens of access points connected directly to your website. That&#39;s a lot of potential vulnerabilities. This is also where Faraday works in our clients&#39; favour, centralising those connections. A single, middleware layer means fewer entry points and total control over how your data flows and what each system can access. Keeping things visible and secure.</p>

Critical security

<p>Got a project in mind that could use some middleware intervention? <a href="https://sidigital.co/contact"><span style="text-decoration: underline">Drop us a line. We&#39;re always keen to chat.</span></a></p>

Middleware made simple

Lead Designer

Sam Leonard-Rendell

<p style='text-align: start;'>Plenty of articles online tell you your <a href="https://sidigital.co/services/design/branding">brand should</a> be consistent. Use the same colours, same fonts, same logo. All the time. Everywhere. And it’s not bad advice. But it’s not the whole picture.</p><p style='text-align: start;'><a href="https://brandingstrategyinsider.com/the-invisible-power-of-brand-consistency/" rel="noopener noreferrer" target="_blank">71% of consumers</a> say inconsistent branding causes confusion, but the real culprit isn&#39;t inconsistency. It&#39;s the lack of a clear identity to be consistent with. The confusion isn’t caused by inconsistency alone. It’s caused by a brand that doesn’t know what it stands for. And that’s a cohesion problem, not a consistency problem.</p><p style='text-align: start;'>Consistency is about rigid rules and unbreakable brand boundaries. Cohesion is identity. One tells your design team what to do, while the other shows your audience who you are.</p>

<p style='text-align: start;'>Consistency is all about being the same across every touchpoint. The logo is always the same size. The hex code value never changes. Every email uses the same sign-off.</p><p style='text-align: start;'>Cohesion is about pulling everything in the same direction, even when it looks or sounds different. Your social post doesn’t read the same as your website, because it shouldn’t. But both should feel unmistakably like you.</p><p style='text-align: start;'>Think about how you speak. You don’t talk to a prospective client in the same way you talk to a colleague you’ve worked with for six years. But you’re still recognisably the same person in both conversations. That’s cohesion.</p><p style='text-align: start;'>A consistent brand follows its rules. A cohesive brand doesn&#39;t need to.</p>

Consistency vs cohesion, what's the difference?

<p style='text-align: start;'>In our experience, more brands accumulate rather than build. A logo gets designed first. A tagline gets added later. The website content is written by someone different from the social content. The tone changes depending on who’s writing. And over time, the brand becomes a patchwork. Technically consistent in places, but fundamentally incoherent.</p><p style='text-align: start;'><a href="https://www.prnewswire.com/news-releases/new-survey-finds-brands-struggle-to-keep-up-with-content-demand-personalized-content-could-increase-revenue-by-48-on-average-301362339.html">68% of companies</a> report brand consistency contributed to revenue growth of 10% or more. What they&#39;re actually describing is the commercial value of a brand that knows what it is, not from enforcing a style guide.</p><p style='text-align: start;'>It’s a trap that’s easy to fall into, and it’s not always a quick fix. But recognising it is the first step, and knowing what to look for makes it a lot easier.</p>

So why do so many brands get it wrong?

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<p>What are the giveaways that your brand is lacking cohesion? </p><h3 style='text-align: start;'><strong>1. Your brand looks different depending on where people find you</strong></h3><p style='text-align: start;'>This isn’t just about visuals; we’re talking tone too. Your website sounds corporate. Socials sound casual. Sales decks sound like they’re written by a totally different company. That’s not a consistency problem; it’s a cohesion problem. Brands that maintain cohesive presentation across all their platforms see up to <a href="https://brandingstrategyinsider.com/the-invisible-power-of-brand-consistency/" rel="noopener noreferrer" target="_blank">23% more revenue</a>. And they’re <a href="https://www.envive.ai/post/brand-voice-consistency-statistics-in-ecommerce" rel="noopener noreferrer" target="_blank">2.4x more likely</a> to outgrow competing brands.</p><h3 style='text-align: start;'><strong>2. You&#39;ve evolved, but your brand is still where you were three years ago</strong></h3><p style='text-align: start;'>When businesses evolve, it’s easy to forget to evolve your brand, too. Introducing new services, new clients, and new ambitions means your brand and positioning can quickly feel irrelevant. <a href="https://www.crowdspring.com/blog/branding-statistics/" rel="noopener noreferrer" target="_blank">74% of S&amp;P 100 companies rebrand</a> within their first seven years of business, showing how business changes impact brand direction. Fostering business growth demands that your brand keeps pace too.</p><h3 style='text-align: start;'><strong>3. You&#39;re attracting the wrong clients, or not attracting the right ones</strong></h3><p style='text-align: start;'>If your visual identity and tone of voice don’t clearly communicate and reflect who you are and what you stand for, you’ll end up either attracting everyone or attracting nobody. Both of these can waste valuable time and resources internally. <a href="https://www.crowdspring.com/blog/branding-statistics/" rel="noopener noreferrer" target="_blank">64% of consumers</a> form loyalty to a brand based on shared values. If your values aren’t visible, you’re invisible to the people you actually want.</p><h3 style='text-align: start;'><strong>4. You feel uncomfortable sharing your own materials</strong></h3><p style='text-align: start;'>If you’ve found yourself apologising for <a href="https://sidigital.co/services/develop/websites">your website</a>, or reluctantly sending out marketing materials because they don’t feel good enough, that’s the clearest sign your brand isn’t up to standard. If you’re embarrassed by your own brand identity, your customers and clients are probably questioning it too.</p><h3 style='text-align: start;'><strong>5. Your competitors have moved and you haven&#39;t</strong></h3><p style='text-align: start;'>If you’ve noticed your competitors shifting in new directions and feel more credible than you, even if your work or products are better, that’s a clear brand cohesion gap that’s costing your business.</p><h3 style='text-align: start;'><strong>6. Internally, the team is confused about your brand</strong></h3><p style='text-align: start;'>If your team is asking questions like “which logo do I use?” or “what tone should this be written in?”, you’re not noticing a training problem; you’ve spotted a brand clarity problem.</p><p style='text-align: start;'>When your brand works across multiple departments, like sales, marketing, and digital, the materials they produce should look and sound like they belong to the same company. If they don’t, then you’ve got a cohesion problem.</p><p style='text-align: start;'><a href="https://www.prnewswire.com/news-releases/new-survey-finds-brands-struggle-to-keep-up-with-content-demand-personalized-content-could-increase-revenue-by-48-on-average-301362339.html" rel="noopener noreferrer" target="_blank">77% of companies</a> regularly see off-brand content coming from their business that’s been created internally. So this is a widespread problem, and one that’s a telltale sign of brand cohesion issues.</p>

The real signs your brand needs attention

<p style='text-align: start;'>A rebrand done well isn’t about starting from scratch or chasing what’s on trend. It’s about building a brand with a clear enough identity that it can flex without fragmenting.</p><p style='text-align: start;'>Every rebrand starts with positioning, finding your business’s white space.</p>

Cohesion is what a rebrand should actually deliver

<p>Full rebrands should take between 12 to 18 months from start to finish. It’s a long and highly considered process, not just a simple logo swap. It’s about spending the time getting the brand into the place it needs to be for the next decade.</p>

<p style='text-align: start;'>There’s a clear distinction between a rebrand and a brand refresh. A refresh makes sense if the foundations are solid, but the execution has drifted. Fixes could be as simple as updating visuals, tightening content and copy, or a revitalised tone of voice.</p><p style='text-align: start;'>A rebrand makes sense if the foundations are the issue. An unclear position, a name or identity that doesn’t make sense, or a brand that never properly fitted in in the first place.</p>

Rebrand or refresh? Which do you actually need?

<h3 style='text-align: start;'><strong>Strategy</strong></h3><p style='text-align: start;'>The foundational stage that everything else is built on. This is a vital stage, and comes before anything visual or verbal is explored. Rebrands need to start with the honest questions, like “where is the business now?” and “where does it need to be?” and “what’s stopping the brand from getting it there?”. This stage is pivotal to the success of any rebrand, and starts with a <a href="https://sidigital.co/services/discover">comprehensive discovery phase</a>, which dives into the competitor landscape, industry insights and clearly defining what a successful brand looks like for the business. Without this stage, everything else is complete guesswork.</p><h3 style='text-align: start;'><strong>Positioning</strong></h3><p style='text-align: start;'>Once you establish the groundwork, you need to position your brand. This is about finding and owning the white space in your market, who you’re for, who you’re not for, what you stand for, and why customers should choose you over your competitors.</p><p style='text-align: start;'>Positioning can often feel like an uncomfortable process because you have to work at a level of specificity that most businesses find awkward. But it’s important to specify at this stage. Trying to appeal to everyone and everything is the quickest route to a brand that resonates with nobody. And this is where a lot of brands stall, because committing to a clear position means accepting that it won’t be for everyone.</p><h3 style='text-align: start;'><strong>Visual identity</strong></h3><p style='text-align: start;'>This is probably the most exciting stage of a rebrand – bringing the foundational work to life with a logo, colour palette, typography, graphic devices, and so much more. The visual identity phase should reflect the strategy work that took place before it, not precede it. This is another stage where businesses can often stumble. They start with the visual identity and work backwards, leaving them with a finished brand that looks stunning but feels hollow and fails to resonate with the customers they want.</p><h3 style='text-align: start;'><strong>Tone of voice</strong></h3><p style='text-align: start;'>Beyond how your brand visually looks, tone of voice is where brand cohesion lives or dies. Tone of voice defines how your brand sounds across everything from your website, social media, proposals, emails, and even down to error messages on a digital product.</p><p style='text-align: start;'>A visual identity can be consistent while the tone is all over the place. And it’s that disconnect that people immediately feel, even if they can’t articulate it.</p><h3 style='text-align: start;'><strong>Guidelines</strong></h3><p style='text-align: start;'>Some agencies create guidelines that are taken as a set of rules, and there are always hardline rules in guidelines. But in reality, guidelines should be a reference point, rather than a hard and fast rule book. Your guidelines should give readers enough clarity to make considered and good decisions independently. They shouldn’t be a list of restrictions that require sign-off on every bit of output. If the guidelines are so complex that nobody is reading them, they’re not working.</p><h3 style='text-align: start;'><strong>Rollout</strong></h3><p style='text-align: start;'>One of the most underestimated phases of a rebrand is rollout. Rolling out a new brand is a complex task and requires a deep understanding of the identity. So a rebrand that launches inconsistently immediately undermines all the work.</p><p style='text-align: start;'>Rollout needs a clear plan to cover every touchpoint and clear internal communication to ensure the team is on the same page as you. You’ll need a realistic timeline too. A full rebrand should take between 12 and 18 months, and a considered rollout should be a methodical part of that timeline, not a single launch moment.</p>

What does a rebrand actually involve?

<p>Brands that endure aren’t the ones with the strictest guidelines. They’re the ones with the clearest sense of who they are. And they’ve got the confidence to express that across every touchpoint, every time.</p><p style='text-align: start;'>If your brand no longer feels like you, it’s worth <a href="https://sidigital.co/contact">having a conversation</a> about it. We help businesses figure out what’s working, what isn’t, and what to do next.</p>

Ready to build something that actually feels like you?

Stop chasing brand consistency, and start building brand cohesion

<p style='text-align: start;'>Say hello to Faraday, our custom middleware solution to connect your SaaS systems with your website or app. In a world full of software, subscription services, and SaaS products, it’s easy to watch your business&#39;s infrastructure go from zero to 100 overnight. You might use one CRM service here, an ERP there, a stock management system elsewhere, an accounting package somewhere else. Each platform selected carefully to fit the business&#39;s needs. But it can feel like it’s all held together with string.</p><p style='text-align: start;'>Data duplication across systems, manual re-entry that nobody wants to do. A website that knows less about your customers than your CRM does. Why? Because nobody’s figured out how to connect them all properly.</p><p style='text-align: start;'>Most businesses accept this kind of friction as ‘normal’. It’s not seen as a solvable problem. The SaaS integration issue isn’t line one on the budget; it’s buried in development hours, support tickets, and the quiet decision not to upgrade a platform because it’ll break the website.</p><p style='text-align: start;'>This is where <a href="https://sidigital.co/faraday">Faraday fits in</a>. A custom middleware hub that connects your SaaS systems with your website or app for smooth data transfer. No more duplicated data, no more manual re-entry.</p>

<p style='text-align: start;'>It’s a pattern we’ve seen time and time again across all sorts of different client projects. <a href="https://sidigital.co/services/integrate">SaaS tools that power the business</a>, but they’re stuck in data silos. Or websites hardwired to a single system that held the business back when it was time to evolve and grow.</p><p style='text-align: start;'>The real cost of those problems goes beyond just development and build time. It’s lost agility, data inconsistencies, and businesses making platform decisions based on what their website or app could handle, rather than what the business actually needs.</p><p style='text-align: start;'>When clients came to us with problems like this, we used to go away and look at off-the-shelf solutions like Zapier or native API connections, but it always became obvious quickly that these just weren’t up to the job. They’re designed for simple point-to-point integration. They can’t handle the complex, bespoke digital products we were going to connect them to.</p><p style='text-align: start;'>So, we built our own, totally bespoke solution to this problem. A custom middleware integration that acts like a data hub, connecting all these disparate SaaS products with a <a href="https://sidigital.co/develop">website, or app, or portal</a> for seamless, reliable data flow and workflow automation.</p><p style='text-align: start;'>It’s this that separates Faraday from off-the-shelf options like Zapier. Built bespoke to connect your digital world completely.</p><p style='text-align: start;'>This is Faraday.</p>

The origins of Faraday

<p style='text-align: start;'>It all <a href="https://sidigital.co/services/discover">starts with discovery</a> and asking the questions that matter. “When did you last audit your tech stack?”, “how many places does your team manually re-enter data that already exists somewhere else?”, “how many third-party systems have direct access to your website&#39;s database, and could you list them all right now?”.</p><p style='text-align: start;'>It’s these questions that tease out the real pain points. And they might be difficult to answer, but it all plays into a comprehensive solution.</p><p style='text-align: start;'>Once we’ve got a solution everyone is happy with, we begin working out how the data is mapped across different systems and platforms. Customer emails input into the website need mapping across to your CRM, but also your accounting portal. Order numbers need adding to your stock management system and your ERP, but it needs formatting differently. It’s this step that reduces the need for manual re-entry of data across platforms.</p><p style='text-align: start;'>Then, we begin making the connections. We bring the data through Faraday and out into the respective website, CRM, DAM or ERP in the correct formats and in a way that individual platforms need it. No compromises on data integrity or quality. It just works.</p>

How custom middleware works

<p style='text-align: start;'>Faraday sits between your systems, just like a hub for your computer. It stops systems talking directly to one another and acts as a central dock to control data flows and ensure they go to the correct places every time. It allows all your data points to flow into a central place and back out, keeping your data clean, secure, and up-to-date.</p><p style='text-align: start;'>And it all works in real-time. No delays. A customer updates their address on your website? That goes straight to your warehouse management system ahead of shipping their order, and to your accounting platform for invoicing.</p>

<p style='text-align: start;'>A lot of our client websites handle sensitive user data, and it can be worrying to let a third-party system manage that data. But even though Faraday is handling the data, it’s working using a centralised connection model. Instead of having dozens of direct API connections, each of which is a potential security vulnerability, Faraday creates a single, GDPR-compliant middleware layer. Fewer entry points mean tighter data control, giving you a secure SaaS integration.</p><p style='text-align: start;'>Then there’s data access permissions. Faraday is built around your business and your systems, so we work with you and your team to define precisely what each system can see and do with the data. No system gets more access than it needs, helping reduce the risk of data leaks or information being shown to people it shouldn’t be.</p><p style='text-align: start;'>And if your business is compliance-conscious, Faraday gives you visibility over what data moved where and when, giving you a complete audit trail to work against.</p><p style='text-align: start;'>For the security-conscious, direct integrations can be a headache. If a data breach occurs in one system, it can quickly cascade across everything connected to it. Your website, your app, your CRM. Everything. So custom middleware can help alleviate those headaches from the get-go.</p>

Security at the core

<p style='text-align: start;'>We’ve been <a href="https://sidigital.co/work/harwin">working with Harwin</a>, a global connector manufacturer, to connect their complex Salesforce CRM system with their website. But we didn’t stop there. We also integrated their Bynder DAM to pull through product imagery, TraceParts to display 3D product models, SamacSys for CAD drawings, and a whole host more. And we connected it all together using Faraday.</p><p style='text-align: start;'>Faraday is ultimately the reason Harwin has seen a 97% increase in filter interaction time. It allows products to pull through faster and more accurately from Salesforce and Bynder, giving users what they want, when they want it.</p><p style='text-align: start;'>If you’ve got a SaaS set up similar to Harwin and want to connect it with your website or app, <a href="https://sidigital.co/contact">get in touch</a>.</p>

Harwin, powered by Faraday

<h3 style='text-align: start;'>What is custom middleware?</h3><p style='text-align: start;'>Custom middleware is a layer that sits between two or more systems, allowing them to share data and communicate quickly and easily. Think of it like a translator.</p><h3 style='text-align: start;'>How is custom middleware different from Zapier or Make?</h3><p style='text-align: start;'>Off-the-shelf Integration Platform as a Service (iPaaS) systems like Zapier and Make are built for simple point-to-point integrations and often don’t extend beyond that. Custom middleware is built around your business’s tech stack, handling complex logic, proprietary APIs, and multi-system environments to seamlessly flow data between various SaaS platforms and end points like your website.</p><h3 style='text-align: start;'>How long does it take to build a middleware integration?</h3><p style='text-align: start;'>This depends on the complexity of the build and tech stack. But we run a <a href="https://sidigital.co/services/discover">rigorous discovery process</a> to get a full understanding of how your business’s systems are built and work before we write a single line of code. This ensures the architecture is correct from the start.</p><h3 style='text-align: start;'>How much does it cost to build a custom integration?</h3><p style='text-align: start;'>Again, this depends on the complexity of the build. As it’s completely custom and bespoke to your business, SaaS integrations using Faraday aren’t a one-cost-fits-all scenario.</p><p style='text-align: start;'>If you want to discuss your project in more detail, <a href="https://sidigital.co/contact">get in touch with us</a>.</p><h3 style='text-align: start;'>Is my data secure when using middleware?</h3><p style='text-align: start;'>Yes. Custom middleware is built with security as a core requirement. Data passing through the integration layer is encrypted, access is controlled through authentication protocols, and audit logging provides visibility over every transaction. With Faraday, that also means GDPR compliance is considered by design. So, sensitive data moves between your systems safely and accountably.</p><p style='text-align: start;'></p><p style='text-align: start;'>If your SaaS systems won’t talk to your website or app, we should talk. <a href="https://sidigital.co/contact"><span style="text-decoration: underline">Get in touch.</span></a></p>

Introducing Faraday: the custom middleware built to connect SaaS systems with your digital world

<p style='text-align: start;'>We’ve seen it happen too many times. You’ve invested in a <a href="https://sidigital.co/services/develop/mobile-apps">new app</a> or <a href="https://sidigital.co/services/develop/websites">website for your business</a>. The team is excited and everyone’s ready to launch. Then six months in, your budget has been blown, key features don’t work the way users need them to, and the project that was supposed to transform your business is now back down at the foot of the mountain.</p><p style='text-align: start;'>But the problem isn’t bad design or poor code. It’s much simpler: you started building before you knew what to build.</p><p style='text-align: start;'>Back in the early 2000s, we did the same thing. We’d come out of a client meeting and jump straight into design and development. We’d ask all the obvious questions, “who’s your target audience?”, “what does success look like?”, but we were only skimming the surface. We weren’t really digging into what their users actually needed. We had no idea what problems we needed to solve.</p><p style='text-align: start;'>Our clients loved what we delivered. But a few months down the line, they began to realise what features their users actually wanted. And adding these in post-launch would cost them more money. The smiles turned to frustration. The excitement turned to firefighting.</p><p style='text-align: start;'>It was time to take a step back and change our approach. Instead of jumping into design and build, we slowed down to understand. We asked tougher questions. We mapped out future needs. We analysed data. We did our research. We stopped treating <a href="https://sidigital.co/services/discover">discovery phases</a> as a nice-to-have and started treating it like an insurance our clients had to have.</p><p style='text-align: start;'>Around <a href="https://www.mckinsey.com/capabilities/transformation/our-insights/common-pitfalls-in-transformations-a-conversation-with-jon-garcia" rel="noopener noreferrer" target="_blank">70% of digital products fail to hit their desired targets</a> according to research from McKinsey. Companies wasted tens of thousands of pounds designing and building features that their users simply didn’t want. And the cost of fixing those problems post-launch can be up to 100 times more expensive.</p><p style='text-align: start;'>This isn’t about adding time to projects. It’s about not wasting the time you’ve already got. So let’s talk about why discovery phases aren’t just valuable. They are a must-have.</p>

We've seen it happen too many times

<p style='text-align: start;'>Skipping discovery phases is an industry-wide problem, affecting projects big and small. And it’s leaving some interesting stories in its wake.</p><p style='text-align: start;'>Remember Quibi? You’ve probably never heard of them. And that’s exactly the point. In 2020, former Disney Chairman Jeffrey Katzenberg and Meg Whitman, former HP CEO, launched a mobile-first streaming platform for premium short-form video. They had around $1.75 billion in funding, and an impressive list of A-List celebrities like Dwayne Johnson, Chrissy Teigen, and Steven Spielberg behind them to create the content.</p><p style='text-align: start;'>But six months later, they shut down.</p><p style='text-align: start;'>Quibi didn’t fail because of bad execution or poor timing. They failed because they didn’t validate that anyone wanted what they were building. They spent over $1 billion creating content before even asking their audience a single question. They assumed users would pay for paywalled videos when YouTube and TikTok were already delivering free, sharable content. By the time they realised their users wanted social features rather than premium isolation, they had already burned through nearly $2 billion.</p><p style='text-align: start;'>Another example is Google Wave, an ambitious project launched back in 2009 that survived just over a year before being shut down. Why? Because Google didn’t figure out what users needed. Wave was billed as a groundbreaking new communication platform that would reimagine email by combining real-time collaboration, instant messaging, and document editing in one place.</p><p style='text-align: start;'>But Google skipped the vital discovery project phase and brought a product to the market with no foundation to give users the answers to their problems and no clear value proposition. They made assumptions without validating them with users, which resulted in a product that users simply didn’t need. And, as it turns out, users don’t want a platform that merges all their communications into one place.</p><p style='text-align: start;'>One last example is Panels, an app from YouTuber <a href="https://www.youtube.com/user/marquesbrownlee" rel="noopener noreferrer" target="_blank">Marques Brownlee</a>. The app was built on a simple idea – premium subscription phone wallpapers, and launched in September 2024. The app was born from comments on his videos, often pointing out how nice his wallpapers were.</p><p style='text-align: start;'>Are comments on videos enough information to warrant building an app? No. In a world where background images are readily available for free on platforms like Unsplash and Pexels, it turns out nobody wanted to pay $50 a year for a subscription to get “premium” ones regularly.</p><p style='text-align: start;'>Panels closed down in December 2025, and it ultimately boils down to skipping that key discovery phase. If the Panels team had conducted proper user research, they would have found out before even starting to write a line of code that there was simply no market for a premium subscription wallpaper app.</p>

An industry avalanche

<p>It’s easy to sit here and analyse failed digital product launches, but why does it keep happening? And to projects funded by big and small companies?</p><h3 style='text-align: start;'>Pressure to move quickly</h3><p style='text-align: start;'>Key stakeholders are driven by results. They want to see tangible output from their investment. Discovery can feel like standing around when everyone wants to sprint. So teams often skip it and dive straight to design and build, only to discover six months in that they’re building the wrong thing. And what they end up missing is the key foundational information that underpins the entire project.</p><h3 style='text-align: start;'>Discovery gets mistaken for delay</h3><p style='text-align: start;'>Nobody wants project delays. And stakeholders can be sensitive to this. They often see the research phase as a stalling tactic rather than essential groundwork. This is a dangerous misconception. Skipping discovery phases isn’t efficient; it’s a false economy that compounds into blown budgets and wasted time.</p><h3 style='text-align: start;'>Activity gets confused with progress</h3><p style='text-align: start;'>Wireframes feel like progress. Code feels like progress. Research? That just feels like more meetings. Stakeholders confuse visible activity with actual value, ignoring the fact that building the wrong thing quickly is worse than building the right thing thoughtfully.</p><p style='text-align: start;'>The result? Teams rush into execution, only to spend months, and tens of thousands, correcting avoidable mistakes.</p>

So why does this keep happening? 

<p style='text-align: start;'>The most obvious cost of skipping a discovery phase is the failure of the project. But that’s not the case with most teams. There are more discreet, invisible costs involved. Most teams finish their project, but they finish with something that cost them twice as much, took significantly longer than it needed to, and doesn’t actually solve all their users’ problems.</p><p style='text-align: start;'>These are the invisible costs. The ones that don&#39;t show up until you&#39;re deep in development. And by then, they&#39;ve already compounded.</p><h3 style='text-align: start;'>Stakeholder misalignment</h3><p style='text-align: start;'>Everyone thinks they&#39;re on the same page. They&#39;re usually not. The managing director has one vision, the project manager another, and the development team a different vision again. And these differences all stay hidden during the honeymoon phase of the project, the phase where everyone’s excited and inspired. But when real decisions need to be made, everything explodes. You’re three months in, the budget half spent, and stakeholders are arguing over features that should have been agreed on from day one.</p><p style='text-align: start;'><a href="https://teamstage.io/project-management-statistics/" rel="noopener noreferrer" target="_blank">Research backs this</a>. Lack of senior management involvement in projects is the primary reason that 33% of projects fail. And 78% of project managers say they want stakeholders to be more involved and engaged. A clear sign that plenty of projects suffer from a lack of alignment.</p><h3 style='text-align: start;'>Technical surprises</h3><p style='text-align: start;'>When you skip discovery phases, you fail to uncover the technical landmines until it’s too late. That seemingly easy integration you thought would be a quick win? It needs <a href="https://sidigital.co/faraday">bespoke middleware</a> to work. That feature the client requested? It doesn’t work with the platform architecture. These kinds of discoveries when a project is in full motion mean more than just delays; they force costly reworks and scope creep.</p><p style='text-align: start;'>Fixing these kinds of issues during development phases can <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html" rel="noopener noreferrer" target="_blank">cost up to six times</a> more than catching them during a discovery phase. <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html" rel="noopener noreferrer" target="_blank">15 times more</a> during that testing phase. And post-launch? <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html">Up to 100 times the cost</a>.</p><h3 style='text-align: start;'>Unvalidated users need</h3><p style='text-align: start;'>Around <a href="https://www.pendo.io/resources/the-2019-feature-adoption-report/" rel="noopener noreferrer" target="_blank">80% of software features are rarely or never used</a>. Why? Because teams build in functionality they assume the user wants based on internal logic and stakeholder preference, not actual user research. And this results in bloated products full of features that nobody asked for. As for the things users genuinely need, these get deprioritised or forgotten completely.</p><p style='text-align: start;'>If you’re a startup, this can have detrimental effects on the business. Around 42% of startups fail because of “no market need”. It’s the number one cause of failures according to <a href="https://www.cbinsights.com/research/report/startup-failure-reasons-top/" rel="noopener noreferrer" target="_blank">CB Insights’ report</a>, which analyses nearly 4,000 failed startups. Teams assume, users needs aren’t met, and money gets wasted.</p><h3 style='text-align: start;'>Scope creep</h3><p style='text-align: start;'>Requirements are often vague without a discovery phase. And vague requirements mean endless clarification needs during build. Every clarification then opens a door to a new idea, which in turn shifts priorities and even “while we’re at it” additions. Before you know it, your project has ballooned into a bloated mess that’s missed the deadline and blown the budget.</p><p style='text-align: start;'><a href="https://www.pmi.org/learning/thought-leadership/pulse" rel="noopener noreferrer" target="_blank">Research from PMI suggests</a> that organisations can avoid budget loss and project failure by investing in communication and alignment work upfront, which is exactly what discovery phases provide.</p><h3 style='text-align: start;'>The real cost</h3><p style='text-align: start;'>These issues each feed into one another. Misaligned stakeholders result in woolly requirements. Woolly requirements create scope creep. Scope creep leads to technical limitations. Technical limitations force rework. Rework burns through budget. Suddenly, your project is 45% over budget. <a href="https://www.mckinsey.com/capabilities/tech-and-ai/our-insights/delivering-large-scale-it-projects-on-time-on-budget-and-on-value" rel="noopener noreferrer" target="_blank">Research from McKinsey</a> shows this to be the average budget overrun on large-scale digital projects.</p><p style='text-align: start;'>While discovery phases don’t mitigate all the problems, they do help to surface them before they get expensive. And that’s the difference between a successful project and one that can barely make it across the finish line.</p>

The invisible cost

If you’re unsure if your agency is carrying out a thorough and full discovery phase, download our free checklist to see what your agency is (or isn’t) doing right. 

Download our free discovery checklist

<p style='text-align: start;'>Agencies all work in different ways, ask different questions, and present their findings differently. So how do you know if yours is doing it properly? Let’s break it down:</p><h3 style='text-align: start;'>A proper workshop, not just a kick-off call</h3><p style='text-align: start;'>A good <a href="https://sidigital.co/services/discover/workshops">discovery workshop</a> shouldn’t feel like a glorified briefing session. It’s where your agency digs into the detail, like your business goals, your users, your constraints, and any assumptions you have. By the end of it, they should understand your problem as well as you do. If they’re not asking uncomfortable questions, they’re simply not going deep enough.</p><h3 style='text-align: start;'>Research that goes beyond your brief</h3><p style='text-align: start;'>Your agency should be doing the heavy lifting you have time for. That means <a href="https://sidigital.co/services/discover/research">market research, competitor analysis, and most importantly, user research</a>. This is where assumptions are validated or killed. If your agency is skipping straight ahead to a solution without speaking to real users, that’s a huge red flag.</p><h3 style='text-align: start;'>Analysis that rules things out</h3><p style='text-align: start;'>Proper discovery doesn’t just generate ideas, it eliminates them, too. By the time your agency comes to present their findings, they should be able to confidently tell you what will and won’t work and why. If everything is still on the table, the analysis hasn’t been rigorous enough.</p><h3 style='text-align: start;'>Evidence-backed solutions</h3><p style='text-align: start;'>Any <a href="https://sidigital.co/services/discover/solutions">proposed solutions</a> should be connected to and backed by the research. Every feature, design decision, and technical choice should have a valid reason behind it. If your agency can’t explain why something’s included, it probably shouldn’t be.</p><h3 style='text-align: start;'>Genuine alignment, not just sign-off</h3><p style='text-align: start;'>Discovery works if everyone’s genuinely on the same page, not just nodding along. This is the time to discuss disagreements, clarify priorities, and make sure leadership, and stakeholders, project managers, and delivery teams share the same vision. Skipping this step is how you end up with arguments three months in.</p><h3 style='text-align: start;'>Measurable success metrics</h3><p style='text-align: start;'>Success needs to be measurable. Not vague goals like “better user experience”, but real numbers. Conversion rates, task completion times, order values, support ticket reductions. If you can’t measure it, you can’t prove the project worked.</p><p style='text-align: start;'>That&#39;s the theory. Here&#39;s what it looks like in practice.</p>

What good discovery looks like

<p style='text-align: start;'>Let’s <a href="https://www.wightlink.co.uk/" rel="noopener noreferrer" target="_blank">look at Wightlink</a>, an award-winning ferry service connecting over 4.3 million passengers a year between the Isle of Wight and Hampshire.</p><p style='text-align: start;'>Their website is enormous. It features complex booking functionality, multiple user types, time-sensitive travel decisions, and a user base with varied needs. From daily commuters to holidaymakers. A project of this scale can’t afford assumptions.</p><h3 style='text-align: start;'>So, we didn’t assume anything</h3><p style='text-align: start;'>Before we even opened Figma or started writing a single line of code, we ran an in-depth <a href="https://sidigital.co/services/discover">discovery phase</a> with the team at Wightlink. We also ran <a href="https://sidigital.co/services/discover/workshops">workshops during actual ferry crossings</a> to understand how their customers interacted with the service. We asked what we thought were obvious questions: does this page layout work? Is the price displayed clearly? Are booking tools prominent enough? Turns out the answers weren’t so obvious after all.</p><h3 style='text-align: start;'>What we discovered was invaluable</h3><p style='text-align: start;'>We discovered different user groups had very different needs. Daily commuters needed speed. Holidaymakers needed reassurance and detail. Staff needed CMS functionality that streamlined their workflow. None of this was insight we could have guessed. It came from asking and listening.</p><p style='text-align: start;'>Our research directly informed both our <a href="https://sidigital.co/services/design/digital-design">UX decisions</a> and technical architecture. We validated every feature to ensure it was there for a reason, not because we thought it was needed. Every design decision connected back to real user insight and behaviour, not our own assumptions. The outcome is a website that actually serves users properly because we knew what their users needed before we started design and build.</p>

Discovering Wightlink

<p style='text-align: start;'>It’s easy to say in hindsight, but we know if we’d skipped the discovery phase and gone straight into design, we would have built a website that wasn’t what users wanted or needed. And the project would have become another expensive statistic.</p><p style='text-align: start;'>Instead, it’s a case study in what happens when you invest in discovery upfront.</p><p style='text-align: start;'>You can read more about <a href="https://sidigital.co/work/wightlink">how we helped Wightlink</a>.</p>

<p style='text-align: start;'>Ensuring discovery phases happen, and happen properly, can be a bit daunting. It’s often difficult to justify the expenditure, so here are some tips for getting it across the line:</p><h3 style='text-align: start;'>Pitching discovery to leadership</h3><p style='text-align: start;'>Most projects run aground here. Key stakeholders and decision-makers see discovery phases as a delay, not an investment. To make it smoother:</p><ul class="list-bullet"><li value=1>Make sure you position the discovery phase as risk mitigation, not just research. Leadership tends to understand the value of insurance.</li><li value=2>Throw stats their way. Tell them fixing the problems post-launch could cost up to 100x more than catching them during discovery. And use case studies like Quibi and Panels to demonstrate the value of user research and insight.</li></ul><h3 style='text-align: start;'>When budgets are tight</h3><p style='text-align: start;'>The luxury of a discovery phase isn’t an option for everyone, especially when it comes to project budgets. If you’re worried about budget:</p><ul class="list-bullet"><li value=1>Opt for a minimum viable discovery. This should cover a stakeholder alignment workshop and at least one round of user validation. This helps to reduce the risk when budgets don’t allow for a full-blown discovery phase.</li><li value=2>Prioritise the riskiest assumptions first. If you know you’re assuming key features, validate those before anything else. You can shut down unfounded ideas before they get too set in.</li><li value=3>Approach discovery proportionately. Cut your cloth to suit, and carry out a discovery phase that both fits your budget and your project needs.</li></ul><h3 style='text-align: start;'>Red flags to watch out for</h3><p style='text-align: start;'>Keep an eye on any red flags as you work through the project. Self-diagnose as your project progresses if you start to see:</p><ul class="list-bullet"><li value=1>Disagreements between stakeholders relating to priorities three months in.</li><li value=2>Knee-jerk requests, and “while we’re at it” asks becoming constant.</li><li value=3>Unanticipated technical blockers, like platforms that don’t support what your users need.</li><li value=4>Features built on opinion rather than evidence.</li></ul><h3 style='text-align: start;'>Get outside help</h3><p style='text-align: start;'>If you find your project going off the rails, it’s time to get external help. This is key when:</p><ul class="list-bullet"><li value=1>Internal teams are too close to the problem to be able to work out a solution.</li><li value=2>You need specialist skills and insight that you don’t have in-house.</li><li value=3>An external perspective on the problem can challenge assumptions that internal politics won’t allow.</li></ul>

Make it happen

<p style='text-align: start;'>Settling into basecamp before starting the climb is key to a project’s success. Putting the time, effort, and investment into the discovery phase is insurance. You, your team, and your stakeholders can work through your project knowing you’re creating a product that’s going to meet your users’ needs, as well as the business’s own goals and KPIs.</p><p style='text-align: start;'>Discovery isn’t a nice-to-have or a box-ticking exercise. It’s the difference between a project that gets stuck halfway up the mountain and a project that reaches the summit. So, before you get stuck into your next big build, take a step back. Make sure the groundwork has been done properly. No corner cutting, no holding back. And if you’re unsure whether your agency is carrying out a thorough discovery phase, download our free checklist to see what they are or aren&#39;t doing right.</p>

It’s time to change your mindset

Let's stop pretending we can skip project discovery phases

<p style='text-align: start;'>In an ever-changing digital world, the last thing you want to do is stand still if you&#39;re looking to stand out. Your website might be the first impression for visitors to learn about what it is your business does and we know how much weight negative experiences hold, whether it&#39;s an accurate representation of your services or not. That&#39;s why making UX and UI improvements to refine your website, rather than simply launching it and moving on, is an invaluable practice.</p><p style='text-align: start;'>Take the opportunity to show users that you care about their experience as much as you care about presenting yourself in the best light. A killer way to do that is through iterative design.</p>

<p style='text-align: start;'>It might seem counterintuitive, but there&#39;s a crucial difference between improving your website and fixing it: the latter meaning you’re making it better without it first being broken. You&#39;re ahead of your game rather than trying to catch up. In other words, you&#39;re in control of what you&#39;re changing, why you&#39;re changing it, and how you&#39;re going to do it – and that is an exciting place to be.</p><p style='text-align: start;'>With digital environments constantly shifting, adaption shouldn&#39;t be a knee-jerk reaction. Using iterative UX and UI improvements, it becomes a steady evolution over time based on user testing, feedback and research from platforms like Hotjar, Google Analytics and Microsoft Clarity. This means that you&#39;re not just addressing changes as and when your business grows, but focusing heavily on what users want most from your site and responding to it in good time.</p><p style='text-align: start;'>Our work with Wightlink is a fantastic example of how iteratively updating websites based on user feedback improves performance and overall experience for visitors in the same breath. First, we successfully redesigned a user-centric website built around how ferry passengers actually plan and travel. Where holidaymakers look for reassurance and clarity, regular commuters need speed and efficiency, so it was important to consider the individual requirements from each group as well.</p>

Improve, don't fix

<p>Then, by working closely with Wightlink, we uncovered persisting pain points and the solutions needed to fix them, resulting in the addition of Best Fare Finder and Wightlink Explorer post-launch. <a href="https://sidigital.co/work/wightlink">Read the full case study here to learn how our research shaped three core design principles that made all the difference</a>.</p>

<p style='text-align: start;'>On top of overall user experience, iteratively updating your website means you can also make processes more efficient. When we rebuilt leading connector company Harwin&#39;s website from the ground up, we brought together their Salesforce system for product data with Bynder for digital assets, supported by a Payload CMS for content management, all through our secure <a href="https://sidigital.co/faraday">Faraday middleware</a>. It&#39;s not only made operations smoother, but more adaptable too. For example, switching out different tools based on changing business needs, and automatic syncing of new products to ensure everything is always up to date on the site.</p><p style='text-align: start;'>We also continue to launch new updates as and when they&#39;re needed for Harwin, including the helpful Cable Configurator – a user-focused experience for specifying bespoke products for customers’ projects. Plus, by using Microsoft Clarity session recordings, we&#39;ve made significant UX improvements to a whole host of features, such as a clearer navigation bar, better drop-down menus, improved type hierarchy, a more user-friendly contact page, a clearer layout for complex data on product pages, and plenty more.</p><p style='text-align: start;'><a href="https://sidigital.co/work/harwin">And see how we slashed website load times by 90% for Harwin here</a>.</p>

A streamlined evolution

<p style='text-align: start;'>Cohesion is key when it comes to having a recognisable business. As it grows, it&#39;s inevitable that your brand look and feel might change with it, so clear alignment is crucial to instill both trust and confidence in your customers. Plus, by updating iteratively in-step with competitors&#39; sites and user feedback, it doesn’t have to be a huge overhaul – small changes are just as effective as the big ones.</p><p style='text-align: start;'>We mentioned at the start of this article that the last thing you should do is stand still as the digital world continues to move forward – that applies to us as well. Besides regularly improving our own site, we have a proactive approach when it comes to our clients&#39; needs. Rather than waiting for them to discover a pain point or issue that needs addressing, we&#39;re already thinking about what solutions would work best for them next.</p><p style='text-align: start;'>As long-term partners, our clients know we have their interests in mind and trust that we&#39;ll bring something to the table that doesn&#39;t just solve a problem, it&#39;s already part of a larger iterative approach strategised to improve their product.</p>

Always looking ahead

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<p>Looking for someone to help tackle your problems with creative solutions? <a href="https://sidigital.co/contact">Drop us a line. We&#39;re always keen to chat.</a></p>

Lab Notes