- Id
- 2
- Title
- Website Development, Digital Transformation & Bespoke User Journeys
- Status
- complete
- Description
- MOVE Southwark's digital presence must be modern, accessible, and fully integrated with CRM and membership management systems (MMS) to create a seamless, user-friendly experience. This transformation will ensure that all customer interactions, from discovery and registration to booking and engagement, are optimised across web and mobile platforms.
A key requirement is the development of personalised, data-driven user journeys that cater to the diverse needs of Southwark's residents, ensuring that MOVE Southwark's digital ecosystem is inclusive, engaging, and future-proof.
1. Website Transformation & Digital Experience Overhaul
The MOVE Southwark website must be more than just a booking portal; it should serve as a fully integrated digital hub that:
• Provides personalised experiences for different customer types.
• Supports community engagement through tailored content and dynamic recommendations.
• Seamlessly integrates with CRM, MMS, and other council services to provide a connected user journey.
• Delivers powerful data insights to refine and enhance the customer experience over time.
The new website must include:
• Intuitive, accessible UX/UI design that ensures effortless navigation for all users.
• A fully responsive, mobile-first approach to cater to users engaging via smartphones and tablets.
• Advanced search and filtering functionality for classes, activities, events, and facilities.
• Integration with social media and marketing automation tools, enabling data-driven customer engagement.
2. Bespoke User Journeys & Digital Personalisation
To maximise engagement and retention, MOVE Southwark requires customised user journeys that adapt to customer type, behaviour, and preferences. The website must support:
A. New Customer Registration & Onboarding
• Simple, guided registration process that captures key data (e.g., fitness goals, accessibility needs, demographic details).
• When a former member is reengaged as any existing records must be merged by recognition software and prevent duplicate account from being created.
• AI-powered onboarding experience, providing personalised recommendations for activities, memberships, and events.
• Integration with CRM and MMS, ensuring that all new users are tagged and segmented for targeted engagement campaigns.
• CRM /MMS to track usage and adjust a members home site if specific criteria are me.
B. Membership Sign-Ups & Management
• Straightforward membership selection process, allowing users to compare plans, pricing, and benefits.
• Self-service membership management, enabling users to upgrade, pause, or cancel their plans without friction.
• Prompts to be sent for abandoned baskets at checkout and staff to be notified. .
• Integration with payment gateways, allowing flexible payment options (direct debit, pay-as-you-go, etc.).
• Daily DD allowing members to choose payment dates.
• Automated renewal reminders and re-engagement campaigns, reducing membership churn.
C. Booking & Activity Scheduling
• Real-time class, court, and facility availability display for effortless booking.
• Personalised class and event recommendations based on user preferences and past participation.
• Automated waitlist and cancellation notifications, ensuring that members can book alternative slots if needed.
• Multi-user and family-friendly booking functionality, allowing group and household bookings.
D. Community & Social Features
• Member dashboards displaying personalised schedules, loyalty rewards, and fitness progress.
• Integration with social features, allowing members to connect with workout partners or join activity groups.
• Live chat and support functionality, providing instant assistance with bookings, memberships, and queries.
3. API-Driven Integration with CRM, MMS & Other Systems
The website must act as a centralised digital hub that seamlessly integrates with MOVE Southwark's wider digital ecosystem. This includes:
• CRM Integration: Ensuring that all user interactions feed into MOVE Southwark's customer relationship management system for enhanced engagement, personalisation, and analytics.
• MMS Integration: Connecting the website with membership management systems, allowing real-time membership validation, renewal, and activity tracking.
• API Linkages with Council Services: Enabling MOVE Southwark to connect with other council systems (e.g., public health, parks, libraries, youth centres) to create a joined-up community experience.
• Integration with third-party fitness apps and wearable technology, ensuring users can sync their activity data for a more engaging experience.
4. App Development: A Multi-Functional Member Engagement Platform
Beyond a simple booking app, MOVE Southwark requires a full-featured mobile application that delivers:
• All core website functionality (registration, bookings, payments, membership management).
• Push notifications & real-time updates, keeping users informed about bookings, class changes, and exclusive offers.
• Personalised in-app journeys, providing tailored workout plans, health insights, and loyalty rewards.
• Gamification & social challenges, encouraging members to achieve fitness goals and participate in community activities.
• Location-based services, offering hyper-local event recommendations and outdoor activity tracking.
• Digital membership cards and QR code entry, streamlining venue access.
• Effortless check in for booked activities and classes encompassing location services on smart phones.
• Behavioural change questions, guidance and tracking inc gamification
5. Website & App Management, Support & Ongoing Development
• Regular performance monitoring to ensure speed, uptime, and security compliance.
• Ongoing feature enhancements based on user feedback and analytics.
• 24/7 technical support & bug resolution, ensuring minimal disruption.
• Content management & SEO optimisation, driving increased visibility and organic traffic.
• Quarterly strategic reviews, refining user journeys and functionality based on real-time usage data.
Conclusion: A Seamless, Data-Driven Digital Ecosystem
• This digital transformation will position MOVE Southwark as an innovative, community-driven leisure provider, ensuring that every customer, from first-time visitors to long-term members, has a seamless, engaging, and personalised digital experience.
• The new website and app will not only facilitate bookings and memberships but also drive deeper community engagement, support cross-service collaboration, and enhance data-driven decision-making.