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Building a new website to deliver a modern, digital experience to citizens and customers.

Challenge

The pressure of state government budget constraints is a constant reality for the Virginia Department of Alcoholic Beverage Control (Virginia ABC). With higher priorities reducing the budget for a refreshed website, the agency had a difficult time making much needed website updates that would create greater efficiency, deliver a high-end customer experience, or effectively communicate the diverse services it provides. Lastly, Virginia ABC was charged by the Governor to grow revenue by 25% in order to return more profits to the state and ease other budget challenges. VA ABC needed to create a more engaging website to tackle these challenges.

Results
  • New website marked by streamlined navigation, a modern look and feel, and a custom-developed ecommerce module for the ordering of select products.
  • Dramatically improved the user experience for mobile web visitors based on implementation of a fully responsive design
  • Provided advanced product inventory search functionality that communicates real-time inventory in a selected store and nearby stores.
  • Enabled more efficient website management via a robust platform that reduces dependency on IT.

10%

Increase In user success

1/3

Reduction In user task time

The Right Mixture For Success

We partnered with dozens of Virginia ABC employees, customers, and industry partners to develop a comprehensive understanding of user needs. Analysis of the existing website’s content informed the development of a revised information architecture. Brand and store experience interviews steered the visual design process. Detailed user interface design included formal usability validation via a clickable prototype.

In collaboration with Virginia ABC’s IT team, CapTech integrated the new website with existing systems to enable user functions such as selection of a preferred store, inventory lookup, and online ordering for in-store pickup. Finally, CapTech developed, tested, and deployed a fully responsive site that is equally usable and visually appealing across the entire spectrum of web-enabled devices.

“…[the] new website is facilitating easier communication and smoother transactions with customers and industry partners and fulfilling Virginia ABC’s goal of providing better service that grows business through eCommerce.

- Jeffrey Painter Chairman, Virginia ABC

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