Objective
Out & About Live (OAL), a leading brand in the outdoor leisure sector and part of Warners Group, had grown into a hub of content, products, events, and advertising opportunities. But their digital platform was fragmented, making it difficult for visitors to explore editorial content, discover products, or engage with revenue-generating features. The challenge was to create a unified website that could support OAL’s diverse revenue streams, enhance user experience, and strengthen search visibility – all while preparing the brand for future growth.
Approach
The journey started with a structured two-month discovery phase. We brought together senior stakeholders from across OAL to understand the needs of their audiences, from outdoor enthusiasts browsing product reviews to advertisers seeking high-value placements. Audits of the existing website, content analysis, keyword research, and technical reviews revealed opportunities to streamline navigation, simplify user journeys, and better surface revenue-driving content.
Armed with these insights, we built a new platform in Drupal that could handle the full breadth of OAL’s offerings without relying on external systems. Information architecture was redesigned to make exploration intuitive, editorial content became easier to access, and product and event listings were brought to life with interactive features. Bespoke UX improvements ensured that every visitor journey felt seamless, whether reading a review, booking an event, or engaging with an advertiser. Integrations with key tools and systems supported the brand’s commercial objectives while providing flexibility for future growth.
RESULTS OVERVIEW
Connecting with its Audience
The new OAL platform transformed the way the brand connects with its audience. Visitors can effortlessly navigate content, discover products, and engage with events, while advertisers benefit from clear, strategic placements. Internally, teams now operate more efficiently with a single, unified platform. From day one, the website became a tool for growth, supporting both engagement and revenue generation while positioning OAL as the definitive destination for outdoor leisure.
