Motability Operations

How can a website help make things clearer?

Motability Operations, or MO, is the commercial organisation that delivers the Motability Scheme to over 750,000 customers in the UK, helping them to access independent mobility.

Research had shown that audiences were confused about the role of the business and its relationship with the Motability Scheme and associated charitable foundation. Having embarked on a positioning and rebrand exercise, MO had identified the need for a new website to more clearly articulate what they did to investors, media, partners, vehicle manufacturers and policymakers.

We started from the ground up, conducting interviews with a broad range of stakeholders to inform our planning phase.

Once we’d gained a full understanding of the audience and content needs, we established a streamlined site architecture that elevated both visual and messaging narratives. It resulted in a bold new site design that brought the new brand to life and featured completely updated content throughout.

Given their audience, accessibility played a huge part in our approach, resulting in an AAA (WCAG) compliant site across desktop, tablet and mobile.