Founded over 14 years ago, Nippers School of Motoring began as a small family run team in the seaside town of Clacton-on-Sea. More than a decade later Nippers has expanded into a franchise with a fleet of instructors across the South East of England. This success and growth created a requirement for a website that reflects the capabilities of the driving school and encourage new business.
The team at Nippers understood that the lifeblood of their business was youngsters learning to drive. They knew this audience very well and were already using social media to engage with existing pupils.
The aim of the new site was to target this audience more effectively so, from the very beginning, we built up an understanding of the behaviours, characteristics and needs of the key audience.
As Nippers sought a website that encouraged new business, we could not ignore the fact that the key audience of the site were digital natives so having a site that was not only accessible, but optimised for a mobile device (responsive), was a no-brainer. A responsive approach meant that every page, interaction and call-to-action was carefully considered with mobile in mind. Furthermore, this enabled a user to fully engage with the site whether they were on a desktop computer, a tablet, or a mobile phone.
Research showed that youngsters were more inclined to email/message rather than pick up the phone when making an enquiry. At the Information Architecture stage we chose to include a prominent ‘Request A Callback’ action as well as including booking forms throughout the site. Whilst an obvious phone number was still important, this strategy meant that users of the site could comfortably express an interest in learning to drive – a must have for the Nippers team.
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