Tavistock Development Company is a diversified real estate firm specializing in planning, design, finance, construction, development and experiences. They are the creative masterminds behind some of Central Florida’s most tech-forward and innovative communities, and we’re honored to call them our partner. Truthfully, as a Project Manager, when it comes to the ideal client profile, Tavistock Development Company checks all the boxes. They innately value the client/agency partnership and understand what our team can bring to the table. It makes for a relationship grounded in mutual understanding and respect. Which is why from day one, I felt empowered and excited to lead the team in creating exactly what they were looking for.
One Site For Many Audiences
From a business perspective, Lake Nona needed a website that catered towards the many different audiences they speak to on a daily basis. They also wanted a way to equip realtors and third party personnel with resources and information to draw more people to Lake Nona. The audiences we’re supporting through this website are:
- People interested in moving to Lake Nona
- Realtors selling homes in Lake Nona
- Residents of Lake Nona
- Business Executives considering moving their business to Lake Nona
- People traveling to Lake Nona for work or leisure
And of course, when building a website we always consider the people who will be managing the website once it’s complete, the admin user.
Along with providing content for each audience, we had three very specific requirements:
- The user needed to be able to view the content in three different layouts: a list view, a map view, and an events view.
- There could not be more than two levels of navigation stacked on top of each other.
- The website needed to learn the user’s interests over time and dynamically pull in content related to that specific user’s interests.
Within these categories, we associated specific tags which were used to accomplish the third requirement of user learning. From here we also had a better understanding of what post types and templates we would need, and could begin to form our sitemap.
After discovering the categories and content structure, we identified the following templates needed to be created as Custom Post Types in the CMS.
- Thing Non-Place: A collective or group. Example: Tavistock Hotel Association.
- Thing Place: A physical place with an address. Example: Canvas Market Restaurant. This post type fed the map view.
- Story Lists: Think Buzzfeed listicle. Example: 10 Seasonal Events in Lake Nona
- Story Articles: A very standard blog post.
- Events: A very standard event posting. This post-type fed to the events view and map view on the home page.
GIVING THE STORY STRUCTURE
With the taxonomy and content structure identified, we could begin to wireframe the site’s navigation and architecture. The primary goal was to get the right kind of content to the right kind of user. So, we prioritized displaying the Live / Work / Stay / Play categories as the primary form of navigation. From there we could visually show the different elements’ hierarchy by placing the list, event, and map views under and to the left of the primary navigation. This capped our two levels of navigation, so additional unique pages within the sitemap would need to be tucked away in a hamburger menu. After a few more specific explorations with mobile, we found this solution lended itself to smaller screen sizes quite naturally.
A SITE THAT LEARNS ITS USERS
The last layer, but a crucial part of the requirements, was user learning. As an important tactic to drive more leads, it’s important that the content dynamically displayed based on areas of interest or tags the user previously interacted with. We accomplished this through storing the tags within the user’s cookies. When they returned to the site the tags stored in their cookies, the website would serve them content most related to those tags.
A LASTING PARTNERSHIP
Throughout the entire project lifecycle, the key to success was focusing on what matters. What is this website trying to accomplish and what are the business goals we’re trying to support? Keeping these questions at the forefront of every decision led us to deliver on an impactful and relevant solution.
After a round of celebratory high fives after the website’s launch, we’re already excited to tackle any and all new projects with Tavistock and the Lake Nona team. And, speaking on behalf of the 321 team, we’re honored to have Tavistock Development Company as a partner. As Quyen Vo-McGonnel, Senior Marketing Manager at Tavistock, said it best, “Onward and upward!”
+ Tessa Henley
Senior Project Manager
An experienced Digital Project Manager passionate about working with high-performing teams that deliver effective and meaningful results. An extensive history of managing several concurrent, web-based projects in varying complexities for enterprise-level clients like Facebook, Cartoon Network, Tavistock, and Siemens.