Faced with an aging population and declining demographics, the Lot department has launched a territorial marketing initiative aimed at attracting new residents, supporting them as they settle in, and encouraging young people from Lot to stay or return to live in the area. The department entrusted the UX and UI design as well as the Drupal site development to the agency bluedrop.fr.
The Findings
Lot offers a quality of life that can attract new residents. This quality of life is based on a fair balance between private and professional life. It is a fulfilling and balanced region, a pleasant place to live, with a rich cultural and community life. Lot has many assets, whether economic, social, or cultural. The department is home to many innovative, forward-looking businesses that struggle to recruit the qualified candidates required for their development.
This is why the Department, like others, has launched an attractiveness program and created a collective brand called OH MY LOT! This brand embodies a set of shared objectives and values; a common language allowing everyone to refer to Lot in a coordinated and consistent way; a collection of symbols that brand partners can incorporate into their own communications to help bring greater unity and visibility to the region.
Main elements of the marketing plan
After an initial phase of diagnosis and consultation with local stakeholders and residents, OH MY LOT! is now rolling out a multi-year action plan structured around three main areas:
- Communicating to raise awareness of Lot
- Coordinating a network of ambassadors;
- Launching an image campaign.
- Attracting workers
- Promoting job opportunities, and opportunities to start or take over a business;
- Setting up calls for projects, especially targeting young people.
- Providing a personalized welcome pathway for each newcomer (Welcome kits, spouse employment, accommodation solutions…)
The design approach
Two full days were devoted to workshops in Cahors, with departmental teams and a selection of users. We conducted the following workshops:
- Proto-personas and "Brainwriting" workshops;
- Focus Group workshop;
- User journey workshop;
- Crazy 8 and Design studio workshops.
The workshops led to the creation of wireframe mockups and a series of user tests, recorded remotely in individual sessions, to validate and discuss the final changes to be made.
A look back at the details of the two UX design workshops - Blog Post from 09/17/2019
Main features
The different user profiles identified made it possible to focus on the following journeys:
- Contacting a direct point of reference based on their project;
- Providing related testimonials;
- Service map for setting up;
- Guidance for starting or taking over a business;
- Job search (connection to third-party APIs);
- Assistance with housing.
The website: https://www.choisirlelot.fr/
Launched: February 2020.
See the case study.
To read again - Blog Post from 09/17/2019 - A look back at the details of the two UX design workshops.
Testimonial - Christelle Lagarde, Head of Communications
I was very satisfied with the solutions implemented, especially to manage to release a first version of the site that allowed us to align with a communication campaign and a presentation scheduled for the steering committee. Throughout the site's development, the team, and especially Joseph, was very responsive. The site meets our expectations (simple, attractive, and functional) and has been a great success with our partners.
Christelle Lagarde, Head of Communications
