Simon Evans30/03/23

5 min read

A site-wide redevelopment and streamlined UX for NOC Innovations

One of our favourite projects to date, we’re extremely proud to share one of our latest creations - a brand new site for NOC Innovations (NOC-I).

NOC-I, the National Oceanographic Centre’s commercial trading subsidiary, came to us for a complete website redevelopment.

Now an organisation in their own right – an esteemed science and technical service supporting a global client base to achieve their sustainability and energy transition goals - their former website, though technologically sound, no longer represented them or their world-leading status.

The NOC-I team reported that their site still gave the impression that they were merely a subdivision of the National Oceanographic Centre, not a standalone organisation.

Peter Ryde, NOC’s Head of Marketing, and the organisation's creative agency approached us for help with:

  • Translating their new visual identity site-wide
  • Redefining NOC-I’s commercial proposition
  • Redesigning their user journey (optimising for lead generation and conversion)
  • Improving their site’s functionality and infrastructure

Translating NOC-I’s visual identity sitewide

image showing homepage of the NOC-I with a seascape photo

A lack of visual appeal was one of the problems reported about the original site, and an area we’re particularly proud of in the result.

We replaced the existing static imagery with full screen visuals, engaging videos, and graphics, giving a more exciting, immersive experience for users.

Incorporating NOC and NOC-I’s refreshed branding helped us to create a striking site-wide visual identity.

Redefining NOC-I’s commercial proposition

The original NOC-I site lacked commercial clarity, making it difficult for users (especially prospective clients) to see how NOC-I could help, what services they offered, and next steps to take.

The missing piece was a cohesive user journey – something we were keen to help them design, implement, and embed in the site structure.

We worked closely with NOC-I’s team, using existing site data and their expertise to create a suitable site architecture.

Optimising the site for UX, lead generation, and conversion

someone mapping out various wireframe diagrams on a table

Once the user journeys were dialled in and we’d improved visitor experience, we optimised the site for maximum lead generation and conversion opportunities. Amongst our activities, was conversion rate optimisation, ensuring clear, consistent calls to action site-wide.

Improving site functionality

In addition to its more commercial focus, the new site is ready and future-proofed for growth. We enhanced the site’s infrastructure and capabilities to cope with higher traffic levels from both paid and organic sources.

Open quote

It was a belter of a project to be part of, and we hope it will mark the start of a long and prosperous working relationship with this wonderful, high-profile charity and its trading subsidiaries. It has been an absolute pleasure working with Peter and his team - most definitely one of our favourite projects to date!

Close quote

Simon Evans, Founder & Client Services Director, Giant Digital

About the author

Simon Evans

Account Director at Giant Digital


As Client Director and founding partner at Giant Digital, Simon champions the importance of great service delivery and customer care. From website build to post launch maintenance, Simon understands the need for clear and regular customer communication to ensure projects meet the needs of charities and stay on track and within budget – two extremely important factors for charity-funded websites.

Discuss your next project with us