Positioning Lloyd’s Register as a leader in maritime digital transformation with Optimizely CMS

Miranda Glover
Chief Marketing Officer
January 9, 2024
5 minute read

UNRVLD is pleased to announce our exciting digital transformation journey with Lloyd’s Register, an established advisor in the maritime industry, with over 260 years' experience. The maritime sector is rapidly advancing in its journey towards digitisation and Lloyd’s Register are asserting themselves at the heart of this shift.

Powered by Optimizely CMS 12

Our collaboration with Lloyd’s Register is focused on harnessing the power of Optimizely technology to position them for robust commercial growth. Using Optimizely CMS 12 as the engine, we’ve designed of a cutting-edge digital platform that prioritises the customer experience.

A screenshot of Lloyd's Register's new website on mobile and desktop.

Refocused user experience strategy

One of the primary goals of was to simplify Lloyd’s Register's complex service proposition, making it more accessible and comprehensible to their clients. To achieve this, we defined a new user experience (UX) strategy that incorporates clear filtering capabilities and an intuitive taxonomy, allowing customers to find the most relevant content more efficiently.

The result is a new platform that not only functions seamlessly but also boasts a distinctive character with a fresh look and feel. The new website is a trusted source of maritime expertise, acting as a hub for lead generation and enhancing Lloyd’s Register’s capacity to engage potential business opportunities.

A mobile screenshot of Lloyd's Register's maritime digital transformation

Key UX enhancements the new site delivers for Lloyd's Register:

User Experience Design: The site's transformation is anchored in innovative UX design, enabling Lloyd's Register to stand out among its competitors.

Complex Integrations: A seamless integration with Lloyd’s Register’s digital ecosystem unifies various platforms for enhanced efficiency. This includes integration with their internal client portal and a partial integration with Salesforce.

User-Friendly Interface: The user-friendly interface on Optimizely CMS 12 ensures global scalability and ease of adoption across Lloyd's Register's diverse teams.

Optimizely's CMS Search and Navigation Feature: This feature, combined with Authoring and Layout tools, empowers Lloyd's Register to create functional web pages and optimize search functionality based on visitor behaviour and statistics.

Says Richard Bennett, Marketing Technology Manager, Lloyd’s Register:

“UNRVLD have shown exceptional technical expertise, communication and project management throughout discovery, design, build and delivery and have worked collaboratively with us to deliver the project in a particularly challenging timeframe from project inception.”

Tom Dougherty, UNRVLD Chief Growth Officer, also commented on the partnership:

“We are incredibly proud of our partnership with Lloyd’s Register. The team has thoroughly enjoyed getting to grips with their business and working to ensure their new website aligns positions the organisation as a trusted advisor and leader in maritime digital transformation. We look forward to our continued collaboration.”

The revamped website lays the foundation for future endeavours, including a revamped careers section and new features such as a zero-carbon fuel monitor aimed at further enhancing the user experience.

Stay tuned for more updates on this exciting partnership and the digital innovations it promises to bring and check out how our experts canhelp you transform your maritime business here.