Strategic website design for diverse maritime audiences
About
MSOS
Medical Support Offshore provides essential medical training and equipment to the maritime industry. From private vessel owners to commercial operators, MSOS delivers life-saving expertise across the global maritime community. Having successfully partnered with Summit Digital on their previous website, MSOS returned for a complete digital transformation to serve their expanding and diverse audience requirements.
MSOS's complex user requirements challenge
MSOS needed to serve five distinct maritime audiences through one cohesive website: private vessels under 25m, racing yachts, superyachts, megayachts, and commercial vessels. Each group had different training needs, regulatory requirements, and purchasing behaviours that the website needed to address strategically.
Why MSOS chose Summit Digital's Webflow expertise
MSOS returned to Summit Digital for our proven collaborative approach and expertise in managing sophisticated integrations whilst working alongside third-party developers building their new bespoke backend system.
Summit Digital's strategic integration approach
Our comprehensive strategy sessions revealed crucial insights about their diverse maritime audiences that fundamentally shaped the new website approach. We discovered the critical need for user segmentation, allowing each maritime audience to find relevant training courses and equipment quickly. We designed distinct user journeys for each maritime audience, ensuring seamless integration with their existing booking and payment systems whilst maintaining brand consistency across all touchpoints.
Working collaboratively with third-party backend developers presented unique challenges and opportunities. Whilst we couldn't control their development pace, our early involvement allowed us to influence API design from day one, ensuring seamless integration between the Webflow frontend and their bespoke training management system.
Advanced features delivered:
- Back office system integration connecting the website to real-time course availability and Stripe payment processing
- Real-time course availability displaying live training places directly from MSOS's management system
- Seamless booking flow enabling visitors to view availability and complete bookings through the integrated back office system
- User-specific content delivery presenting relevant training courses and equipment based on vessel type and user needs
Measurable results and website performance
Technical excellence
- Seamless API integration connecting Webflow with MSOS's complex training management and booking system
- Real-time data synchronisation displaying live course availability directly from the back office system
- Integrated booking workflow enabling smooth transition from website browsing to back office payment processing
- Strategic user segmentation guiding five distinct maritime audiences to relevant content and services
User experience enhancement
- Intuitive course booking streamlined process from course discovery to payment completion
- Targeted content delivery relevant training information for each maritime sector and vessel type
- Live availability display real-time course places and booking status across all user journeys
Ready for strategic website development results?
MSOS demonstrates how strategic user segmentation and advanced integrations create websites that serve complex business requirements. If you're managing diverse audiences with sophisticated backend needs, let's discuss your strategic approach.
