From Confusion to Clarity
Janes, the global leader in OSINT (Open-Source Intelligence) data and analysis, partners with government agencies and leading military manufacturers worldwide. As a trusted authority in defence intelligence, Janes provides verified data that supports critical decision-making for national security and defence operations.
Janes had strategically pivoted their value proposition from a product and news-centric approach to a solution-based model. However, this transition created an unintended consequence: a cluttered website with a confusing user experience that failed to communicate their unique value.
The challenge was clear. Janes needed a website that would:
- Clearly communicate how they support their customers' missions
- Demonstrate how their solutions solve critical defence intelligence problems
- Showcase the verified, authoritative data they are uniquely positioned to provide
- Deliver an exceptional, targeted user experience built on Sitefinity CMS
With users ranging from government intelligence analysts to defence procurement professionals, the website needed to speak to multiple audiences whilst maintaining clarity and focus. The existing information architecture was convoluted, user journeys were unclear, and the site failed to convert visitors into qualified leads.
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Remap the User Experience
Spinbox approached this complex challenge with a comprehensive, data-led UX strategy that put the user at the heart of every decision.
Research & Discovery
Our process began with extensive stakeholder workshops and both qualitative and quantitative user research to understand Janes' target users and ideal customer profile (ICP). We conducted interviews with existing customers, analysed user behaviour data, and mapped out the decision-making processes of defence intelligence professionals.
This research revealed a critical insight: prospective customers don't start by looking for products—they start with problems that need solving.
Strategic UX Approach
Armed with these insights, we rebuilt the user experience from the ground up, taking an innovative "problem-first" approach. Rather than leading with Janes' products, we structured the website around the challenges their customers face, then demonstrated how Janes' solutions address these specific pain points.
A comprehensive restructure of the information architecture (IA) simplified navigation and created intuitive user journeys. Content was reorganised to align with user goals, making it effortless for visitors to find relevant information quickly.
Design Excellence
The user interface (UI) design focused on clarity and engagement. We developed a clean, modern design language that elevated Janes' brand whilst ensuring content remained the hero. Strategic placement of Call-to-Actions (CTAs) throughout the user journey encouraged engagement at key decision points.
Using Janes' brand guidelines as our foundation, Spinbox created a visual identity that reinforced their authority and expertise in the defence intelligence sector. Every design element was purposeful, helping to shift perception and inspire customer confidence.
Technical Implementation
Built on Sitefinity CMS with .NET and hosted on Azure, the technical architecture ensured scalability, security, and performance—critical requirements for a global defence intelligence provider. We integrated third-party systems seamlessly, implemented robust SEO foundations, and ensured the platform could evolve with Janes' growing needs.
Throughout implementation, rigorous testing protocols ensured functionality, performance, and security met the highest standards. Multiple approval stages for wireframes and designs maintained alignment with project goals and user expectations.
Within the first month of site launch, our conversion rate increased by 91% and we had a 193% increase in engagement across our main focus pages.
Kal Vaughn
Head of Marketing Technology
Captivatingly brilliant
The results exceeded all expectations, delivering immediate and sustained impact.
Within the first month of launch, the new website demonstrated remarkable performance improvements:
- 91% - Increase in conversion rate
- 193% - Increase in engagement on main focus pages
- 103% - Increase in sitewide engagement time
The redesign successfully achieved every project objective, delivering significant benefits to both users and the business. Users now experience crystal-clear communication of Janes' value proposition, with an intuitive understanding of how Janes supports their critical missions.
The improved user experience has translated directly into business growth, with a substantial increase in qualified leads and new business opportunities. The website now captivates visitors, encouraging deeper engagement and reinforcing Janes' position as THE leading trusted provider of open-source intelligence in the defence sector.
Beyond the metrics, the new website has fundamentally transformed how Janes presents itself to the market. It positions them not just as a data provider, but as an essential strategic partner in defence and security decision-making.
The ongoing partnership with Spinbox continues to deliver value through managed support, ensuring the platform remains secure, performant, and aligned with Janes' evolving business objectives.
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