The Tank Museum

The world’s best collection of tanks

The Tank Museum (previously The Bovington Tank Museum) is based at Bovington Camp in Dorset, South West England. With almost 300 vehicles on exhibition from 26 countries it is the largest collection of tanks and the second largest collection of armoured vehicles in the world.

In a similar way to the work the pulse8 team did with St Austell Brewery the website was a complex one. The old website had been bolted on to over the years and become convoluted and difficult to use, it was necessary for them to find a better way of designing and displaying content with an improved user experience that would entice, engage and sell.

The client had already performed some focus group research. They had a good steer on what their customers wanted but the website wasn’t really able to live up to that expectation. The challenge was the differences in the market; schools needed it to be fun and engaging, enthusiasts were looking for deep information, visitors needed topline facts and a place to purchase their tickets and the online shop needed to be enticing enough to make the money.

The team visited the museum, got to know it better and then created a wire frame that, above all, considered mobile, tablet and desktop usage as we had found that 20% of their traffic was coming from mobile devices, but not being catered for.

The approach was for a much cleaner design with the site architecture geared around three or four core areas with sub-menu to drill down into further detail. The project was absolutely content driven; it needed to be engaging and quick to get the key information but with a clear and easy route to get more detail.

The result? Conversions have increased massively since the new website came in and the client is delighted. The design was the absolute strength; they wanted to build on the brand value and the relationships it already had. We are particularly pleased with the design and feel that it delivers just the right level – which is ultimately what we wanted it to do.  

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