{"data":{"prismic":{"allBlog_pages":{"edges":[{"node":{"heading":[{"type":"heading1","text":"Keep up with the latest news and expert opinion from us all at Great State","spans":[{"start":33,"end":47,"type":"strong"}]}],"seodescription":[{"type":"paragraph","text":"Keep up to date with our latest thinking and news from Great State and in the wider digital landscape","spans":[]}],"seotitle":[{"type":"paragraph","text":"Blog","spans":[]}],"mailinglist":{"__typename":"PRISMIC_Mailing_list","title":[{"type":"heading1","text":"Three Great Things....","spans":[]}],"intro":[{"type":"paragraph","text":"The Great State newsletter, containing our latest thoughts and inspirations delivered straight to your inbox twice a month.","spans":[],"direction":"ltr"}],"image":{"dimensions":{"width":520,"height":480},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aS7lhHNYClf9nstV_Group14856.png?auto=format,compress&rect=0,0,520,480&w=520&h=480"},"success":[{"type":"paragraph","text":"Thanks for signing up to Three Great Things! Check your inbox for your first Three Great Things email.","spans":[]}],"theme":"a"}}}]},"allBlog_articles":{"edges":[{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[{"start":3,"end":13,"type":"strong"},{"start":35,"end":46,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our latest research revealed that designing for effortlessness is now a key strategic imperative to winning Gen Z. Don't waste money on hype. Focus on performance. Find out more here.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"An Effortless Future: How Gen Z is redefining effort, loyalty and what \"good\" looks like online","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2026-01-15","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aZiGpsFoBIGEgm0s_GSwebsiteheader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png","srcSet":"/static/1645dfbf59191549e47ca125d21b9619/6b0e5/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 200w,\n/static/1645dfbf59191549e47ca125d21b9619/a489e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 400w,\n/static/1645dfbf59191549e47ca125d21b9619/ea5de/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 800w,\n/static/1645dfbf59191549e47ca125d21b9619/b36f0/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/cfd9e/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/96abc/aZiGpsFoBIGEgm0s_GSwebsiteheader.png 1808w","srcWebp":"/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp","srcSetWebp":"/static/1645dfbf59191549e47ca125d21b9619/0e93d/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 200w,\n/static/1645dfbf59191549e47ca125d21b9619/2259f/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 400w,\n/static/1645dfbf59191549e47ca125d21b9619/0c129/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 800w,\n/static/1645dfbf59191549e47ca125d21b9619/45222/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1200w,\n/static/1645dfbf59191549e47ca125d21b9619/1f191/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1600w,\n/static/1645dfbf59191549e47ca125d21b9619/70720/aZiGpsFoBIGEgm0s_GSwebsiteheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"an-effortless-future-gen-z-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"article_type":"Reports","published":"2025-02-14","link":{"uid":"shifting-states-gen-z-insight-report"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"article_type":"Reports","published":"2025-09-10","link":{"uid":"loyalty-by-design-gen-z-report"},"image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"_meta":{"uid":"loyalty-by-design-gen-z-report"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In 2026, many brands are still investing digital budget in campaigns, features and rebrands that fail to drive loyalty or long-term growth.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our research shows that digital effortlessness has become the defining factor in how brands are judged. Gen Z may be setting the benchmark, but these expectations are now shaping behaviour across every generation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Inside An Effortless Future, you’ll find:","spans":[{"start":7,"end":27,"type":"em"},{"start":7,"end":27,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"→  New data revealing where friction erodes loyalty","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→  Insight from UX, technology, strategy and creative leaders on what “effortless” really means in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ A practical approach to using imperfect or ‘bad’ data to design lower-effort experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Clear recommendations to help you move from principle to implementation","spans":[],"direction":"ltr"},{"type":"paragraph","text":"→ Visual frameworks and infographics you can use internally","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you lead digital, product or brand experience, this report will help you focus effort (and budget) where it actually makes a difference.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Access all of the insight and get ready to unlock your Gen Z advantage here.","spans":[{"start":43,"end":75,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-and-the-future-of-digital-experience/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"an-effortless-future-gen-z-report"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Why effortless experiences demand a whole lot of effort","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering","profile_picture":null},"published":"2026-01-09","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/ea5de/aWEv_QIvOtkhBO0z_Tech.png","srcSet":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/6b0e5/aWEv_QIvOtkhBO0z_Tech.png 200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/a489e/aWEv_QIvOtkhBO0z_Tech.png 400w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/ea5de/aWEv_QIvOtkhBO0z_Tech.png 800w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/b36f0/aWEv_QIvOtkhBO0z_Tech.png 1200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/cfd9e/aWEv_QIvOtkhBO0z_Tech.png 1600w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/96abc/aWEv_QIvOtkhBO0z_Tech.png 1808w","srcWebp":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/0c129/aWEv_QIvOtkhBO0z_Tech.webp","srcSetWebp":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/0e93d/aWEv_QIvOtkhBO0z_Tech.webp 200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/2259f/aWEv_QIvOtkhBO0z_Tech.webp 400w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/0c129/aWEv_QIvOtkhBO0z_Tech.webp 800w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/45222/aWEv_QIvOtkhBO0z_Tech.webp 1200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/1f191/aWEv_QIvOtkhBO0z_Tech.webp 1600w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/70720/aWEv_QIvOtkhBO0z_Tech.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Did anyone else blink and AI was everywhere? In the headlines, on your feed, baked into your tech even soon to come to the silver screen (see Tilly Norwood). Brands are rushing to implement it so that they don’t ‘fall behind’.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’re a brand looking to not just reel in Gen Z, but keep them coming back for more. And are thinking about implementing some AI. I have some news for you.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our research showed that Gen Z doesn’t want it - 33% would be put off by a brand that used it. They want effortlessness. To get in, do what they have to do. Then get out and get on with their lives away from a screen.","spans":[{"start":198,"end":202,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Some brands are away ahead","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let me tell you about a recent, incredibly effortless experience. Clue: it didn’t feature AI and would likely not benefit from AI. But what it does have is an incredible amount of technical engineering behind it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I take the train to work and often my patterns of going into the office are erratic which means doing a lot of travel planning on the fly. I have children and so after doing school drop off I park my car at home and purchase my train ticket while I walk to the station, through my phone, using only my thumb. My ticket is instantly available as a QR code on my phones’ native wallet, which I use to exit the station at the other end. There is almost zero friction in this process. (Although the one improvement I would make would be for the app to make a pre-emptive suggestion of my ticket requirement based on my purchase history  - doesn’t need AI).","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The engineering behind this simple, elegant and effortless experience is vast , let’s take stock:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Mobile payments (finance and technology working in partnership, to send digital representations of my pounds and pence to a faceless, secure, computer system)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Biometric authentication (the digitisation and leveraging of my literal physical being)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cloud based ticketing systems (data centres, server farms, developers, security guards)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Ticket attendants mobile digital ticket scanning (wifi enabled hardware","spans":[],"direction":"ltr"},{"type":"list-item","text":"devices instantly scanning and assessing the validity of my ticket, often purchased minutes earlier)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Train station digital access controls (physical internet connected barriers, instantly notified of my thumb based activities)","spans":[],"direction":"ltr"},{"type":"list-item","text":"My thumb, my physical touch, instantly spends my money, validates me for travel and gives the proverbial nod to a glass and steel barrier, 10 miles away….","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It almost seems obscene that all this has to exist so I don’t have to use a ticket kiosk… and yet, Gen-Z have never lived in a world without this engineering, to Gen-Z this is as insignificant as the VHS tape to those of my decade. Our research tells us that Gen-Z expect this.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But back to my train example. There are risks and no-gos in this example, and in many experiences like it, which could quickly turn this modern, effortless  into a sub-par experience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Train reliability aside (Great Western Railway, I’m looking at you) , there’s a layer of digital annoyance that could have me lobbing my phone onto the tracks. I get stuck at the barriers because my QR code won’t work; the attendant scans my ticket and it’s invalid… I get a fine. How many of these little annoyances would it take to have me considering my options and driving to work?","spans":[],"direction":"ltr"},{"type":"heading2","text":"Our research says it straight","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our latest phase of research into Gen Z’s digital preferences tells us that that NUMBER ONE driver for digital (and brand) loyalty is effortless. Without exception Gen-Z expect perfect, effortless, every-time, and if they don’t get it, they’ll find it somewhere else – 60% of Gen Z would abandon a brand forever after a bad digital experience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Beautiful technical engineering has removed patience, empathy and generated a new era of brand loyalty! We have created a monster, and now we must feed it!","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Technology has become so ubiquitous and so successful that it has bread expectation and contempt, and this generation will let the world hear its ire, and the world will listen. And guess what? We all stand to benefit.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Brands, investing in the art of technical engineering is no longer a nice to have, it’s no longer about looking to the future, developing cool new features or unique experiences, it’s now survival in a new era of brand loyalty. When your experience breaks, so does Gen Z loyalty. Reduce friction. Make it easy. Make it quick. Make it intuitive. Then focus on features.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z don’t feel this way because they’re entitled, but because they’re burnt out, they’ve had enough, they realise that their world is built on this technology, but, that wasn’t their choice, it’s the world we made for them, and they’re tired of spending all their energy in it. They want in, and they want out, simple, effortless. So if you want their custom, that’s what they need.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Forget theory, what to do in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"First, stop designing only for when everything goes right. Assume connections will drop. Payments will hang. People will be distracted, in a rush, and using one hand. Your experience should fail gracefully. No dead ends. No endless loading. Always a clear next step.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Second, remove friction where systems meet, not just where users tap. Most frustration doesn’t come from bad design — it comes from sign-ins failing, sessions expiring, links breaking, payments timing out, or data not syncing properly. These moments feel small, but stacked together they destroy trust.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Third, treat speed as part of the experience, not a technical detail. If something feels slow, it is broken in the mind of the user. Measure it. Protect it. Fight for it. People don’t wait — they leave.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Fourth, make sure you can see problems instantly. If users find issues before your team does, you’re already losing goodwill. Every broken experience should be visible, understood, and fixable quickly.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And finally, automate the boring stuff. Updates, fixes, scaling, security, backups. The less humans have to manually intervene, the more consistent the experience becomes. Effortless for users only works when it’s relentlessly organised behind the scenes.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here’s the truth: none of this is effortless for the business. It takes focus, discipline, and constant attention. But that’s the deal. You carry the weight so your users don’t feel it. That’s what modern loyalty is built on now — not flashy features, not AI for the sake of it — just experiences that never make people think twice.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to talk tech with Ross? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"He's all ears. Book in a call. ","spans":[{"start":15,"end":31,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Does 2026 mark the end of digital design trends?","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director","profile_picture":null},"published":"2026-01-02","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png","srcSet":"/static/41be67773f7f6b1897a6e34da59c3f61/6b0e5/aWEv-gIvOtkhBO0v_Creative.png 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/a489e/aWEv-gIvOtkhBO0v_Creative.png 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/b36f0/aWEv-gIvOtkhBO0v_Creative.png 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/cfd9e/aWEv-gIvOtkhBO0v_Creative.png 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/96abc/aWEv-gIvOtkhBO0v_Creative.png 1808w","srcWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp","srcSetWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0e93d/aWEv-gIvOtkhBO0v_Creative.webp 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/2259f/aWEv-gIvOtkhBO0v_Creative.webp 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/45222/aWEv-gIvOtkhBO0v_Creative.webp 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/1f191/aWEv-gIvOtkhBO0v_Creative.webp 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/70720/aWEv-gIvOtkhBO0v_Creative.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-09","link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Who doesn’t love a design trend report? Every December thought leaders release their predictions for the year ahead in digital design. I’ve kept a few from the last years, and flicking through them is a great reminder of how quickly things change.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2024’s lists were full of retro pixel art, bubbly fonts and experimental typography, and countless nods to maximalism. That “more-is-more” approach came from an era when being glued to your screen was perfectly fine and brands were fighting for every possible eyeball. The goal was simple: hold attention for as long as humanly possible, whether on websites or social platforms.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But as Shifting States so neatly puts it, times have changed. ‘Focused attention’ has become ‘doomscrolling’, and the fact that only 14% of Gen Z feel comfortable with their screen time says it all.","spans":[{"start":7,"end":22,"type":"em"},{"start":133,"end":185,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"We’re moving into an era where quality beats quantity. Just as crafted, thoughtful advertising like British Airways’ new “Reflections” campaign stands out in a sea of AI-generated slop, so too should the quality of customer experience design rise above the noise.","spans":[{"start":31,"end":54,"type":"em"},{"start":100,"end":143,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.creativereview.co.uk/british-airways-reflections-uncommon-advertising/","target":"_new"}}],"direction":"ltr"},{"type":"heading2","text":"What defines quality in 2026?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Shifting States finding is clear: Effortlessness. Brands helping people find what they want, achieve what they need to, and letting them go back to real life. Brands that save time build loyalty; brands that waste time burn it.","spans":[{"start":38,"end":52,"type":"strong"},{"start":54,"end":162,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"And that’s why 2024’s digital design trends need to be dropped immediately. All those maximalist features take digital in the wrong direction. We need design that delivers effortlessness above everything.","spans":[{"start":172,"end":186,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Think structured grids, retro serif typefaces, transitional animations and hand-drawn illustrations. Years of practice have shown that these elements work: grids organise information, serifs improve readability, animation adds seamlessness, and illustration can be a powerful way to help people understand.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Effortless design is sustainable design","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This isn’t advocating nostalgia. It’s effortlessness by design.\nI expect the design trends of 2026 to embrace visible grids, reduced colour palettes (think Co-op or Monzo, with half their customers under 35), and new variations on classic fonts.","spans":[{"start":38,"end":64,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"But effortlessness goes deeper than UI design. It reaches into the heart of how digital brands express themselves.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Some of the most powerful branding in the world distils the brand truth into a single word: Hilton = hospitality, Apple = creativity, M&S = trust. Effortlessness, to me, is a new magical ingredient – a secret sauce you can mix with any brand truth to open up creative possibilities:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Confident + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cheerful + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Futuristic + effortless","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Each of these combinations is an intriguing creative brief.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness doesn’t mean abandoning your principles or suddenly going full zen. It simply means adding one extra question to every conversation: What makes it simple? (It’s also the fourth of the 15 questions Jony Ive asks about every product).","spans":[{"start":148,"end":169,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"I saw a tweet recently that said, “Why does there always have to be a username and a password? Why not just a password?” There’s probably a valid technical reason for it, but that kind of questioning is what matters most. It’s how effortlessness is born: by challenging conventions that no one ever thought to revisit, and pioneering alternatives that matter most to your audience.","spans":[{"start":35,"end":120,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It also tackles a universal frustration: interruptions. Around half of people cite interruptions as dealbreakers with brands online. Across generations, frustration with poor design is universal. So let’s double down on creativity that solves those problems.","spans":[{"start":62,"end":124,"type":"strong"},{"start":125,"end":131,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Friction = bad. Intentional friction = good. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve mastered effortlessness, you can start thinking about something more nuanced: intentional friction.","spans":[{"start":90,"end":111,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It’s not a topic Shifting States touches on, but it’s only a matter of time before it becomes one. Ask yourself: where in your customer journey is it right to make people pause? Where does a pause benefit them? Prompts like “Are you comfortable sharing this information?” ,“Do you want to save your credit card details?”, or “Auto-play on or off?” are good examples.","spans":[{"start":17,"end":32,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"An extra click or a short pause isn’t always bad. It’s only bad when it’s pointless – only when it doesn’t benefit the user. I talk about this idea on Adrian Swinscoe’s Punk CX podcast – Think You Know Gen Z? Think Again – so jump into that if it resonates.","spans":[{"start":169,"end":176,"type":"em"},{"start":187,"end":220,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.adrianswinscoe.com/2025/09/think-you-know-gen-z-think-again-interview-with-matt-powell-of-great-state/","target":"_new"}}],"direction":"ltr"},{"type":"paragraph","text":"By weaving in moments of friction where they matter, we can make life easier – and safer – for users overall. It’s about giving people more time and more trust in your customer journey.","spans":[{"start":145,"end":148,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"So, to the design trend writers of 2026, a plea:\nGo simple. Go minimal. Go effortless.","spans":[{"start":0,"end":48,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Because the demand for effortlessness isn’t just a trend – it’s the new standard.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to deep dive on digital design?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Matt's ready to go. We'll help you arrange a call.","spans":[{"start":35,"end":50,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Why the 'old web' is starting to crease at the edges","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX","profile_picture":null},"published":"2025-12-19","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/77f741ac3df27111a3088de68875b4c1/ea5de/aWEv_gIvOtkhBO00_UX.png","srcSet":"/static/77f741ac3df27111a3088de68875b4c1/6b0e5/aWEv_gIvOtkhBO00_UX.png 200w,\n/static/77f741ac3df27111a3088de68875b4c1/a489e/aWEv_gIvOtkhBO00_UX.png 400w,\n/static/77f741ac3df27111a3088de68875b4c1/ea5de/aWEv_gIvOtkhBO00_UX.png 800w,\n/static/77f741ac3df27111a3088de68875b4c1/b36f0/aWEv_gIvOtkhBO00_UX.png 1200w,\n/static/77f741ac3df27111a3088de68875b4c1/cfd9e/aWEv_gIvOtkhBO00_UX.png 1600w,\n/static/77f741ac3df27111a3088de68875b4c1/96abc/aWEv_gIvOtkhBO00_UX.png 1808w","srcWebp":"/static/77f741ac3df27111a3088de68875b4c1/0c129/aWEv_gIvOtkhBO00_UX.webp","srcSetWebp":"/static/77f741ac3df27111a3088de68875b4c1/0e93d/aWEv_gIvOtkhBO00_UX.webp 200w,\n/static/77f741ac3df27111a3088de68875b4c1/2259f/aWEv_gIvOtkhBO00_UX.webp 400w,\n/static/77f741ac3df27111a3088de68875b4c1/0c129/aWEv_gIvOtkhBO00_UX.webp 800w,\n/static/77f741ac3df27111a3088de68875b4c1/45222/aWEv_gIvOtkhBO00_UX.webp 1200w,\n/static/77f741ac3df27111a3088de68875b4c1/1f191/aWEv_gIvOtkhBO00_UX.webp 1600w,\n/static/77f741ac3df27111a3088de68875b4c1/70720/aWEv_gIvOtkhBO00_UX.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Let’s be honest: the traditional website journey is starting to feel a bit tired. Clicking around, navigating back and forth, scanning long pages, and piecing together an answer… it’s all beginning to look like hard work in a world where AI tools can simply give you the answer.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The benchmark has changed. People now expect digital experiences to work around them, not the other way around. They’re not being awkward; they’ve just tasted something better.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift is pretty clear when you look at user attitudes. That brings us neatly to the research.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What our research shows","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our Shifting States research surfaced some very clear user priorities:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Easy to find? High priority. Personalisation? Low priority.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But - and here’s the twist - what if personalisation is actually how things become easy to find? What if the simplest way to help someone… is simply to stop making them look? That’s where expectations are heading. And AI is accelerating that direction of travel at full speed.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI Isn’t Just a Tool - It’s Redefining the Experience. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The new mental model is pretty simple:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You tell it what you want. It understands you. It presents the right answer. In a format that makes sense. And you move on with your life.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s it. No guessing. No hunting. No “click, back, click again”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once people get used to that level of fluency, static content pages start to feel like a throwback. Steve Krug summed it up perfectly in Don’t Make Me Think: “If something requires a large investment of time - or looks like it will - it’s less likely to be used.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And scrolling around hoping you’ve found the right page? It looks like effort. Users aren’t rejecting navigation because they dislike menus; they’re rejecting anything that feels like it’s slowing them down.","spans":[],"direction":"ltr"},{"type":"heading2","text":"We're moving from pages to experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This doesn’t mean we turn every website into a talking chatbot. No one needs more of those. But it does mean we need to rethink how information is delivered. People want digital experiences that adapt to them - not flat pages that expect them to adapt to you.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here are some practical ways that plays out:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Give users a simple way to tell you what they’re looking for - a couple of taps, a short choice, a bit of context - then return structured, relevant content.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Use local data to personalise automatically - if you know where they are, show them what's near them without making them dig.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Help users continue where they left off - browsing history, favourites, saved items, recently viewed sections.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Adopt a friendlier, warmer tone - people are getting used to conversational responses, not corporate instruction manuals.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Break content into modular, digestible pieces instead of giant “scroll-and-pray” pages.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Be intentional about where conversational interfaces sit - what they handle, how they differ from search, and when they should step in.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Add interactive elements - personalised videos, dynamic summaries, micro-tools that respond to input. Static pages are becoming the least effective way to deliver value.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"None of this is complicated in concept, but it changes the way we build.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The simple truth: simple experiences take serious work","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The more natural and intuitive an experience feels, the harder the thinking behind it usually is. Personalisation, decisioning, modular content, adaptive logic - they all demand more than just “let’s put some copy on a page”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But this isn’t new. Don Norman said back in 1988:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The goal isn’t flashiness.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The goal is to remove the mental load.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In other words: when the design gets out of the way, the experience shines.","spans":[],"direction":"ltr"},{"type":"heading2","text":"So how do you build for this new reality?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"1. Identify the friction points","spans":[{"start":0,"end":31,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"This is where we stop pretending everything is fine and look at the raw truth. Try asking:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Where are users consistently getting stuck? Which tasks take too many steps? What information do people constantly miss or misunderstand? Do we rely on internal language instead of user language? Are we assuming users want to read long content? Are our pages designed around what we want to say or what they want to do? Where might personalisation reduce steps or decisions?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Friction is almost always hiding in plain sight.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2. Imagine a different experience","spans":[{"start":0,"end":33,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve spotted the gaps, you can start imagining alternatives.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Ask yourself:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What would an 11 out of 10 experience feel like for our users? How could we remove steps, not add more? How could AI or adaptive design help users faster? What would our experience look like if it worked more like the tools people now use every day? How much better could conversion, satisfaction, or retention be with a smoother journey?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is where creativity and technology start collaborating instead of competing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"3. Prototype - properly","spans":[{"start":0,"end":23,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Wireframes alone won’t cut it here.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You need prototypes that show the logic, the personalisation, the branching, the dynamic behaviour. Many of the best prototypes now require real code or at least a technical partner to get them working enough to test.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Do this early. Do it roughly. But do it realistically.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And then test. Watch what confuses people. Watch what delights them. Let them break things. The insights will hurt a bit, but the results will improve a lot.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"4. Build, release, measure, refine","spans":[{"start":0,"end":34,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Launch. Measure. Learn. Fix. Improve. Repeat forever.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"User expectations will keep shifting, and your experience needs to keep up. The goal isn’t perfection - it’s momentum.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Why this matters (right now)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Your users aren’t comparing you to your competitors anymore. They’re comparing you to AI tools that give them answers in seconds.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s the standard. That’s the context. That’s the gap you’re closing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When your digital experience feels adaptive, human and responsive, it earns trust. When it feels static, rigid or outdated, it loses people quickly — even if your content is great.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift isn’t about trends. It’s about behaviour. And behaviour always wins.","spans":[],"direction":"ltr"},{"type":"heading2","text":"A final thought","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Your users aren’t comparing you to your competitors anymore. They’re comparing you to AI tools that give them answers in seconds.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s the standard. That’s the context. That’s the gap you’re closing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When your digital experience feels adaptive, human and responsive, it earns trust. When it feels static, rigid or outdated, it loses people quickly — even if your content is great.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift isn’t about trends. It’s about behaviour. And behaviour always wins","spans":[],"direction":"ltr"},{"type":"heading3","text":"Ready to invest in effortlessness?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We'll get you chatting to Andy all about UX. ","spans":[{"start":14,"end":30,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"How 'bad data' can reveal where your experience is falling short","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist","profile_picture":null},"published":"2025-12-17","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/564ac22bca7e205b443ecfa88d0dfd9a/ea5de/aWEv-gIvOtkhBO0w_DataStrategy.png","srcSet":"/static/564ac22bca7e205b443ecfa88d0dfd9a/6b0e5/aWEv-gIvOtkhBO0w_DataStrategy.png 200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/a489e/aWEv-gIvOtkhBO0w_DataStrategy.png 400w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/ea5de/aWEv-gIvOtkhBO0w_DataStrategy.png 800w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/b36f0/aWEv-gIvOtkhBO0w_DataStrategy.png 1200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/cfd9e/aWEv-gIvOtkhBO0w_DataStrategy.png 1600w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/96abc/aWEv-gIvOtkhBO0w_DataStrategy.png 1808w","srcWebp":"/static/564ac22bca7e205b443ecfa88d0dfd9a/0c129/aWEv-gIvOtkhBO0w_DataStrategy.webp","srcSetWebp":"/static/564ac22bca7e205b443ecfa88d0dfd9a/0e93d/aWEv-gIvOtkhBO0w_DataStrategy.webp 200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/2259f/aWEv-gIvOtkhBO0w_DataStrategy.webp 400w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/0c129/aWEv-gIvOtkhBO0w_DataStrategy.webp 800w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/45222/aWEv-gIvOtkhBO0w_DataStrategy.webp 1200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/1f191/aWEv-gIvOtkhBO0w_DataStrategy.webp 1600w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/70720/aWEv-gIvOtkhBO0w_DataStrategy.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-19","link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Ninety per cent of 18–70-year-olds tell us that when price and quality are equal,  effortlessness often becomes the deciding factor at the crucial conversion stage.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As a data practitioner, it is tempting to assume that designing effortless experiences is the job of UX and design teams. They are instrumental, of course. But data teams are just as critical. We are constantly asked to surface actionable insights - and when the task is “help us understand what makes this journey effortless”, it can be hard to know where to start.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The answer is counter-intuitive: you get there faster by embracing your “bad” data.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What do we mean by bad data? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let’s clear one thing up straight away. Bad data does not mean incomplete datasets, inconsistent values, or messy, duplicate-filled sources. Data quality still matters.","spans":[{"start":54,"end":57,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"I’m talking about the metrics that give you bad vibes: the numbers that highlight friction, failure and frustration. These are the KPIs people like to bury in appendix slides: crashes, exits, drop-offs, abandonments, complaints.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"They are uncomfortable because they appear to tell you what’s sinking, not what’s winning. But if your goal is effortlessness, this is exactly where the richest clues live. Before we get into which badness to embrace, we need to talk about why your “good” data is not enough on it’s own.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The limits of good data","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Most digital reporting leans heavily on a familiar set of comfort metrics:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Time on site or in app","spans":[],"direction":"ltr"},{"type":"list-item","text":"Click-through rates","spans":[],"direction":"ltr"},{"type":"list-item","text":"Number of interactions","spans":[],"direction":"ltr"},{"type":"list-item","text":"Page or screen views","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are useful for tracking performance trends. They can tell you whether a campaign drove more traffic, whether a UI change increased interaction, or whether content is “engaging”. They are, to put it bluntly, the fluffy slippers of analytics: well-worn, familiar and safe.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But they are poorly aligned to an era of digital minimalism, which is one of the big themes emerging from Shifting States. The best experiences are no longer the ones that maximise engagement; they are the ones that give people their time back.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If users want to “get in, get what they need, and get out”, then session durations shrinking and interactions declining can actually be a sign of success. If you are only staring at engagement metrics, you will experience this as a plateau - or a problem - rather than as a signal that users are achieving their goals faster.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In short: comfort metrics tell you how much activity happened. They do not tell you how much effort was involved.","spans":[{"start":93,"end":99,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"The power of 'bad data'","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data, by contrast, is anything that traditionally indicates something is not working for customers. It highlights friction: crashes, exits, abandonments, complaints, dead-end interactions.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are not fun to report. They can often trigger defensive conversations. But when you reframe them, they become the most valuable inputs into designing effortless journeys.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":2385,"height":1291},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEd1QIvOtkhBOrJ_baddatatable1.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.847405112316034,"src":"/static/b64c0e4394c92656f669832257ed0399/ac2a7/aWEd1QIvOtkhBOrJ_baddatatable1.png","srcSet":"/static/b64c0e4394c92656f669832257ed0399/2f903/aWEd1QIvOtkhBOrJ_baddatatable1.png 320w,\n/static/b64c0e4394c92656f669832257ed0399/96d29/aWEd1QIvOtkhBOrJ_baddatatable1.png 640w,\n/static/b64c0e4394c92656f669832257ed0399/ac2a7/aWEd1QIvOtkhBOrJ_baddatatable1.png 1280w,\n/static/b64c0e4394c92656f669832257ed0399/a3403/aWEd1QIvOtkhBOrJ_baddatatable1.png 1920w,\n/static/b64c0e4394c92656f669832257ed0399/4c8ff/aWEd1QIvOtkhBOrJ_baddatatable1.png 2385w","srcWebp":"/static/b64c0e4394c92656f669832257ed0399/80f20/aWEd1QIvOtkhBOrJ_baddatatable1.webp","srcSetWebp":"/static/b64c0e4394c92656f669832257ed0399/c172f/aWEd1QIvOtkhBOrJ_baddatatable1.webp 320w,\n/static/b64c0e4394c92656f669832257ed0399/c03cf/aWEd1QIvOtkhBOrJ_baddatatable1.webp 640w,\n/static/b64c0e4394c92656f669832257ed0399/80f20/aWEd1QIvOtkhBOrJ_baddatatable1.webp 1280w,\n/static/b64c0e4394c92656f669832257ed0399/14e3c/aWEd1QIvOtkhBOrJ_baddatatable1.webp 1920w,\n/static/b64c0e4394c92656f669832257ed0399/26fe9/aWEd1QIvOtkhBOrJ_baddatatable1.webp 2385w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"So what are we saying. In short, if good data is your comfortable pair of slippers, your bad data is that fancier, more demanding pair of shoes. You will not wear them every day - but when you do, they help you step forward with purpose.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Context is everything","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Of course, no metric good or bad means much without context. Any decent data practitioner already knows this, but it is particularly important when working with friction metrics.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take a classic bad metric: basket or cart abandonment. On the surface, a rising abandonment rate looks like failure. But what if your digital experience is actually nudging people into a more complex omnichannel journey?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Perhaps customers start a purchase online, then go in-store to see the product in person, and complete the sale there. If you only look at online abandonment, you will assume your journey is broken. If you combine that with third-party shopper panels or in-store data, you may discover that your digital experience is a powerful research tool driving high-value offline sales.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When you report bad data, you must therefore ask:","spans":[],"direction":"ltr"},{"type":"list-item","text":"What might this behaviour lead to next?","spans":[],"direction":"ltr"},{"type":"list-item","text":"Where else might the value be realised (another device, another channel, offline)?","spans":[],"direction":"ltr"},{"type":"list-item","text":"What other datasets - first-party or third-party - could complete the story?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data without context is misleading. Bad data with context is a blueprint.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How to work with bad data","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data, by contrast, is anything that traditionally indicates something is not working for customers. It highlights friction: crashes, exits, abandonments, complaints, dead-end interactions.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are not fun to report. They can often trigger defensive conversations. But when you reframe them, they become the most valuable inputs into designing effortless journeys.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Prioritise the metrics that expose friction\nActively seek out the numbers that show pain – crashes, complaints, exits, abandonment, dead ends. That is where effort lives.","spans":[{"start":0,"end":43,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Bad data doesn’t mean dirty data\nCleansing, deduplication and quality checks still matter. You cannot design effortless experiences on unreliable inputs.","spans":[{"start":0,"end":32,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Strip out ego stats\nVanity metrics cloud judgement. They often reward noise, not value. Remove them from the headline view when the question on the table is effortlessness.","spans":[{"start":0,"end":19,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Always report friction contextually","spans":[{"start":0,"end":35,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Pair bad metrics with:","spans":[],"direction":"ltr"},{"type":"list-item","text":"The key action the user was trying to take","spans":[],"direction":"ltr"},{"type":"list-item","text":"The next step in their journey (if known)","spans":[],"direction":"ltr"},{"type":"list-item","text":"The customer segment or lifetime stage (new vs seasoned users)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This turns raw negativity into nuanced insight.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Hold the line on friction","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortless digital experiences are not built on comfort metrics. They are built on the insights that reveal effort: where people stall, where they back out, where they get confused, where they simply give up. Stakeholders naturally gravitate towards big green numbers. Part of our job is to show why addressing the skeletons in the closet will have a disproportionate impact on loyalty and conversion.","spans":[{"start":108,"end":114,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"If effortlessness is becoming the deciding factor in brand choice, then bad data is no longer something to hide in the appendix. It is the most important data you have.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to use your bad data for good?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Get chatting with Adrian. ","spans":[{"start":0,"end":12,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"node":{"article_type":"Tech","title":[{"type":"heading1","text":"Accessible by design: building RHP's website","spans":[{"start":14,"end":20,"type":"strong"},{"start":31,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We built RHP’s website with accessibility at its core, supporting over 11,000 residents. 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Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Behind the craft: creating the gold standard for Longleat","spans":[{"start":31,"end":44,"type":"strong"},{"start":49,"end":57,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We transformed Longleat’s digital experience into an immersive, award-winning journey grounded in real insight and bold craft. Learn about how we did this.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aTFVx3NYClf9nzp3_LONGLEATBTS.png?auto=format,compress"},"article_type":"News","published":"2025-12-04","link":{"uid":"behind-the-craft-creating-the-gold-standard-for-longleat"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aTFVx3NYClf9nzp3_LONGLEATBTS.png?auto=format,compress"},"_meta":{"uid":"behind-the-craft-creating-the-gold-standard-for-longleat"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Charitable choices: Using digital to cultivate support","spans":[{"start":11,"end":18,"type":"strong"},{"start":26,"end":33,"type":"strong"},{"start":47,"end":54,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Charities need to successfully build connections with the public to cultivate support. It takes time to do so, and its a complicated process, but digital can sit at the heart of your strategy.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"article_type":"Opinion","published":"2024-10-22","link":{"uid":"charitable-choices-using-digital-to-cultivate-supp"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"_meta":{"uid":"charitable-choices-using-digital-to-cultivate-supp"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Accessibility isn’t a checkbox; it’s good design, done right. Aimee, our Software Engineer at Great State, is the code wrangler behind RHP’s new digital platform. Together with a cross-functional team spanning strategy, UX, and creative, she’s had the pleasure of bringing the thinking to life, building RHP’s new digital experience.","spans":[{"start":0,"end":163,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The site serves more than 11,000 residents in South West London who are managing their homes, many of whom visit during moments of stress or urgency to pay rent, report repairs, or access support. The challenge? Make the platform intuitive, reliable, and inclusive for everyone, while ensuring users could get what they needed quickly and get back to their day.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take it away, Aimee, and tell us all about the process behind crafting something that actually benefits its users on a day to day basis.","spans":[{"start":86,"end":95,"type":"em"}],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/9a63672bece29a9e262ec1d0863874a0/e3107/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg","srcSet":"/static/9a63672bece29a9e262ec1d0863874a0/b754d/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg 320w,\n/static/9a63672bece29a9e262ec1d0863874a0/4dbff/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg 640w,\n/static/9a63672bece29a9e262ec1d0863874a0/e3107/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg 1280w,\n/static/9a63672bece29a9e262ec1d0863874a0/a5547/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.jpg 1600w","srcWebp":"/static/9a63672bece29a9e262ec1d0863874a0/80f20/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.webp","srcSetWebp":"/static/9a63672bece29a9e262ec1d0863874a0/c172f/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.webp 320w,\n/static/9a63672bece29a9e262ec1d0863874a0/c03cf/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.webp 640w,\n/static/9a63672bece29a9e262ec1d0863874a0/80f20/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.webp 1280w,\n/static/9a63672bece29a9e262ec1d0863874a0/1f191/aN5TgZ5xUNkB1Z16_Inbodyimage-2-.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Why accessibility matters","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For me, accessibility isn’t just a set of rules – it’s empathy in action, expressed in HTML, CSS, and just the right drop of JavaScript. Whether someone’s navigating with a screen reader, viewing a webpage on mobile, or trying to jab their way through forms like a speed runner, I want the experience to feel smooth, intuitive, and delightful. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In short, my mission is clear: build a site that works for its users, with no excuses. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, the WebAIM Million 2025 report paints a stark picture: the average homepage contains 51 accessibility errors, and more than 96% of the world’s top one million web pages are not accessible. By overlooking accessibility needs, organisations risk excluding 16% of the global population, which equates to around 1.3 billion people. It’s a clear reminder of how essential accessibility compliance is, not only to meet standards but to avoid shutting out a significant portion of potential users. ","spans":[{"start":13,"end":39,"type":"hyperlink","data":{"link_type":"Web","url":"https://webaim.org/projects/million/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"These aren’t obscure edge cases; they’re fundamentals like missing alt text or poor colour contrast. Many teams know accessibility is important but don’t know where to start. Or they assume it requires specialist skills and endless hours of resources. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For RHP, accessibility was central to their brief. This project became more than a technical rebuild – it was an opportunity to reimagine the digital experience, build trust, and empower residents to self-serve confidently. As some users accessing the website had low digital literacy or limited English, user journeys had to be clear and well-signposted.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Collaboration first","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Accessibility isn’t a developer-only problem. It requires collaboration across the entire project team. From clear acceptance criteria set by the business’ analysts to rigorous testing by Quality Assurance, and ongoing awareness from content editors when adding elements.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Plus, designers consider colour contrasts, typefaces and motion from the start. This cross-functional approach makes technical implementation smoother and helps accessibility become part of the culture, not just a checklist.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Building accessibility: HTML, forms, and interactions ","spans":[{"start":0,"end":54,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The foundation of RHP’s site is semantic HTML. We built the future-ready platform using the capabilities of Umbraco Heartcore, as this headless CMS provided us with flexibility, scalability, and full editorial control. ","spans":[{"start":60,"end":125,"type":"hyperlink","data":{"link_type":"Web","url":"https://umbraco.com/case-studies-testimonials/rhp/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Instead of generic <div> elements, we used elements that accurately describe content: <header>, <nav>, <button>, <main>. These choices automatically provide keyboard navigation, screen reader support, and navigational landmarks, without extra development time. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Heading structures were clearly defined: the hero component always contains the <h1> at the top, with other sections using <h2> and nested <h3>/<h4> as needed. This ensures screen reader users can scan the page efficiently. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Keyboard accessibility was a priority. Native elements like <a>, <button>, and <input> handle this by default, while custom components used tabindex, focus styles, and ARIA roles to ensure all interactions were accessible. Tab order follows the DOM, avoiding CSS positioning tricks, focus leaks from modals, or off-screen navigation issues. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Forms are mission critical. Using Ark UI, a headless component library, allowed custom styling while keeping accessibility intact. Labels, fieldsets, legends, and help/error text are screen reader-friendly and visible, giving residents confidence to interact independently.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Images, motion and mobile ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Umbraco Heartcore didn’t include alt text fields by default, so we extended the CMS, updated the front-end to consume them, and trained editors to use them consistently. Now screen readers, slow connections, and search engines all get the message. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Animation can add clarity or cause confusion. For RHP, we kept motion minimal and purposeful. Transitions highlight interactivity without being distracting, and anything that remains is user-triggered. This all added to a calmer experience and reduced unnecessary movement for the user. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Mobile accessibility was another focus. Touch targets meet the recommended 44x44 pixels, and we used invisible hit zones where smaller elements were required. Layouts use relative units, so text and components scale smoothly when zoomed up to 200%. Fixed positioning and horizontal scrolling were avoided, and zooming is never disabled, ensuring low vision users can comfortably navigate the site. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The result is a site that works reliably and clearly, whether you’re on desktop, tablet, or mobile. Every image, animation, and interaction was designed to be intuitive and accessible, without compromising the visual experience. ","spans":[{"start":183,"end":185,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Results speak a thousand words ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The effort paid off. RHP’s website achieved a high accessibility score, demonstrating the impact of deliberate, thoughtful implementation. Engagement metrics show the redesign is making a real difference: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Help and advice engagement averaged 88.2%, 19.5% higher than the website average. This means users are finding content relevant and usable. ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Form submissions decreased by 60%, while file downloads rose 98%, showing residents are successfully self-serving. ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Exit rate in help and advice was 25%, indicating users leave after completing tasks, not due to frustration. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Beyond these numbers, accessibility improvements also brought cleaner code, better SEO, faster performance, and a site that’s easier to maintain. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Continuous improvement ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Accessibility isn’t a finish line; it’s a mindset. Every improvement removes barriers, creating a digital experience that’s inclusive, efficient, and human-centered. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"At RHP, accessibility isn’t an afterthought - it’s embedded in the design, development, and content process. It’s a commitment to residents, and one that will continue to evolve as the site grows and their needs change. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Looking to give your website or project the accessibility touch it deserves? Get in touch with us at hello@greatstate.co and we can begin mapping out your roadmap today. ","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"accessible-by-design-building-rhps-website"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter","profile_picture":null},"published":"2025-12-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/ea5de/aWEv-QIvOtkhBO0u_ContentDesign.png","srcSet":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/6b0e5/aWEv-QIvOtkhBO0u_ContentDesign.png 200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/a489e/aWEv-QIvOtkhBO0u_ContentDesign.png 400w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/ea5de/aWEv-QIvOtkhBO0u_ContentDesign.png 800w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/b36f0/aWEv-QIvOtkhBO0u_ContentDesign.png 1200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/cfd9e/aWEv-QIvOtkhBO0u_ContentDesign.png 1600w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/96abc/aWEv-QIvOtkhBO0u_ContentDesign.png 1808w","srcWebp":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0c129/aWEv-QIvOtkhBO0u_ContentDesign.webp","srcSetWebp":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0e93d/aWEv-QIvOtkhBO0u_ContentDesign.webp 200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/2259f/aWEv-QIvOtkhBO0u_ContentDesign.webp 400w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0c129/aWEv-QIvOtkhBO0u_ContentDesign.webp 800w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/45222/aWEv-QIvOtkhBO0u_ContentDesign.webp 1200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/1f191/aWEv-QIvOtkhBO0u_ContentDesign.webp 1600w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/70720/aWEv-QIvOtkhBO0u_ContentDesign.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"you-talking-to-me-personalisation-in-practice"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-19","link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"You know what I love? Recommendations. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to games, I’m a button-smashing-platform-adventurer. Once I’ve defeated a game that hits all the right notes, my next mission is to find another that delivers the same sweet spot. Easier said than done.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The search for what's next","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The hunt always starts with a deep Reddit dive (see r/metroidvania, r/indiegames, r/onebros). I scour threads, spot the usual “what should I play next?” questions for the 100th time,  then check to see if these gems work on my platform.","spans":[{"start":52,"end":66,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/metroidvania/","target":"_blank"}},{"start":68,"end":80,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/indiegames/","target":"_blank"}},{"start":82,"end":91,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/onebros/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"That’s some expensive blind faith. I have no idea if any of the recs are relevant to my tastes, my abilities, or my habits as a gamer. But I trust the process - it’s the closest thing to personalised recommendations out there.  But imagine if those recommendations actually matched my habits and tastes. How many more games would I end up buying?","spans":[{"start":265,"end":273,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"What Gen Z really want","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That feeling of taking a risky bet on a purchase isn’t just for gamers.  It’s exactly the kind of doubt good personalisation is meant to remove.","spans":[{"start":72,"end":73,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Our Shifting States research revealed that Gen Z expects personalised content, so long as their data and privacy is protected. In fact, 85% of respondents said they willingly engage with personalised content, while a whole 0%  said that personalisation didn’t matter at all. Translation: personalisation matters a whole lot to Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But let's think way beyond adding someone’s name to the top of an email.  Content personalisation is all about relevance -understanding what makes your audience jump for joy, breathe a sigh of relief, or throw their phone across the room.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Simply put, it’s about crafting content that genuinely gets your audience. Not only does content personalisation increase engagement by getting people to take action when they’re most likely to do so,  it helps brands avoid alienating people with content that feels random, off-key or tone-deaf.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And since Gen Z have no issue with walking away from brands that fail to meet their expectations, we might want to consider how content personalisation can work to foster more meaningful engagement and increase reciprocal loyalty. 88% of Gen Z would “probably switch to a different brand if it offered better value for money,” while 50% “regularly unsubscribe from brand newsletters and unfollow [brands] on social media.”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In other words: if you don’t stay relevant, they’ll vote with their feet (fingers?) – fast.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aPi6A7pReVYa3juV_RN1600x900-1-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/0b6b9486e48699550b6d74ed3acfbcb1/ac2a7/aPi6A7pReVYa3juV_RN1600x900-1-.png","srcSet":"/static/0b6b9486e48699550b6d74ed3acfbcb1/2f903/aPi6A7pReVYa3juV_RN1600x900-1-.png 320w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/96d29/aPi6A7pReVYa3juV_RN1600x900-1-.png 640w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/ac2a7/aPi6A7pReVYa3juV_RN1600x900-1-.png 1280w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/cfd9e/aPi6A7pReVYa3juV_RN1600x900-1-.png 1600w","srcWebp":"/static/0b6b9486e48699550b6d74ed3acfbcb1/80f20/aPi6A7pReVYa3juV_RN1600x900-1-.webp","srcSetWebp":"/static/0b6b9486e48699550b6d74ed3acfbcb1/c172f/aPi6A7pReVYa3juV_RN1600x900-1-.webp 320w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/c03cf/aPi6A7pReVYa3juV_RN1600x900-1-.webp 640w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/80f20/aPi6A7pReVYa3juV_RN1600x900-1-.webp 1280w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/1f191/aPi6A7pReVYa3juV_RN1600x900-1-.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Banish funnel vision","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For copywriters, that means shifting away from the fantasy of a neat, linear funnel - awareness > consideration > purchase - and accepting that real journeys are messy, loopy and sometimes a bit “tab explosion in multiple browsers”. Instead of writing one perfect path, think in moments. What does someone need the first time they land on your site from TikTok at 11pm? What about three weeks later when they’re price-comparing on their lunch break? Personalisation is about stitching those moments together so each touchpoint feels like a continuation of a conversation, not a cold call.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A few practical starting points: map the key decision points in your product or service journey, then write for the emotions around each - curiosity, doubt, excitement, anxiety.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Draft modular chunks of copy (lines, CTAs, reassurance messages, microcopy) that can be reused and swapped based on behaviour. Then pause and read the journey end-to-end. If it feels like someone else has taken over the mic halfway through it’s time to have another crack.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Design personalised content that actually works","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Before you start spinning up endless variants, get obsessive about the basics: user needs, intent, and the jobs each piece of content has to do. Map out the core journey first, then identify where personalisation can genuinely remove friction and not just add sparkle. Maybe it’s a different explainer for first-timers versus experts, or alternative CTAs based on whether someone has already tried your service. But here’s the non-negotiable: if the foundational content isn’t clear, accessible and helpful, no amount of clever targeting will save it. There’s no point personalising a terrible experience. You’ll just deliver the wrong thing… more precisely.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think in layers. Start with a strong base: plain-language content that works for everyone. Effortless, right? Then add thin layers of personalisation where it adds value: swap examples, reorder information, surface different help content, tweak tone for reassurance or urgency. That way, if the personalisation logic fails (and at some point, it will), users still land on something solid rather than a half-baked experiment.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Put personalisation in your content strategy","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Done well, personalisation isn’t a last-minute flourish: it’s baked into your content strategy from the start. That means being crystal clear on whose experience you’re trying to improve, what data you actually need, and where you’ll draw the line. One of our favourite provocations came from Miguel Martin, former Digital Marketing Director for Joe & The Juice, who spoke at our most recent Shifting States webinar: “Don’t reward me with a free matcha or a coffee if your data shows I don’t drink matcha or coffee.” Personalisation should feel like proof you were paying attention, not evidence you weren’t.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As strategists and copywriters, we should be asking: where will personalisation have the biggest human impact, not just the biggest dashboard impact? Use it to clarify choices, reduce cognitive load, and show you understand context - not to push everything, everywhere, all at once. And keep a ruthless eye on value exchange. If you’re asking people for data, the content they get in return has to feel genuinely worth it.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Personal, not pushy","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Now, personalisation is great. Just, don't make it weird. Creepy over-reach has been a talking point for some time and digital audiences have grown weary. Why is the air fryer that I mentioned in a message popping up in my shopping recommendations? Remember, Gen Z value their data privacy and they’re aware of how vulnerable that data can be. It’s one thing to empathise with what they need and match that to something you can offer; it’s another thing to cross-pollinate that with needs that they didn’t directly share with you. Personalise for your audience based on where they’re at and what they’ve shared with you – no more, no less.","spans":[{"start":155,"end":248,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Evolving with your audience","spans":[],"direction":"ltr"},{"type":"paragraph","text":"By personalising content, you create genuine connections and let your audience steer the experience. Let them take the wheel for two minutes with a quick survey, and you might be surprised by what they say. Don’t resist what’s there, evolve with them, serve up the right content at the right time, and you may just get some of that sweet, sweet reciprocal loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Want to really get under your audience’s skin - in a good way? Let's talk. We’ll help you hit the perfect balance of insight and personalisation to keep them coming back for more.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want help crafting your content?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Get chatting to Amy.","spans":[{"start":0,"end":12,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"How Gen Z is redefining digital experience for everyone","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist","profile_picture":null},"published":"2025-12-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/0387a88df69ab8d80795047fad1de961/ea5de/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png","srcSet":"/static/0387a88df69ab8d80795047fad1de961/6b0e5/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 200w,\n/static/0387a88df69ab8d80795047fad1de961/a489e/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 400w,\n/static/0387a88df69ab8d80795047fad1de961/ea5de/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 800w,\n/static/0387a88df69ab8d80795047fad1de961/b36f0/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1200w,\n/static/0387a88df69ab8d80795047fad1de961/cfd9e/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1600w,\n/static/0387a88df69ab8d80795047fad1de961/96abc/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1808w","srcWebp":"/static/0387a88df69ab8d80795047fad1de961/0c129/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp","srcSetWebp":"/static/0387a88df69ab8d80795047fad1de961/0e93d/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 200w,\n/static/0387a88df69ab8d80795047fad1de961/2259f/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 400w,\n/static/0387a88df69ab8d80795047fad1de961/0c129/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 800w,\n/static/0387a88df69ab8d80795047fad1de961/45222/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1200w,\n/static/0387a88df69ab8d80795047fad1de961/1f191/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1600w,\n/static/0387a88df69ab8d80795047fad1de961/70720/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-09","link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"For more than a decade, digital innovation has been about more: more content, more channels, more data, more features. But after four waves of research, 3,000+ participants and a year spent tracking digital behaviour across generations, one truth is now impossible to ignore. ","spans":[{"start":58,"end":62,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"People don’t want more digital. They want better digital. They want digital that gets out of the way.","spans":[{"start":18,"end":22,"type":"em"},{"start":42,"end":48,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"This is the story of how Gen Z’s relationship with technology - fast, fluid and increasingly fatigued - is shaping the future of digital experience for everyone.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Today's digital problem","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z grew up with infinite choice and instant access. They can change a brand as easily as a song. But they aren’t fickle - they’re responsive. When something no longer meets their needs, they move on - with 3/5 saying they'd drop a brand permanently for bad DX.","spans":[{"start":204,"end":263,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"And increasingly, they’re moving on because digital has become exhausting. The dopamine hit has faded. Doomscrolling has turned to burnout. Terms like brain rot and digital detox have entered the mainstream lexicon. Across generations, people are protecting themselves from too much digital by setting limits, tracking screen time and seeking “tech-free” moments.","spans":[{"start":151,"end":160,"type":"em"},{"start":165,"end":178,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"For brands, this creates a problem. Digital is still the primary channel for engagement, yet the audience’s tolerance for digital noise has never been lower. The challenge now isn’t to grab attention; it’s to earn attention.","spans":[{"start":209,"end":224,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"The Shift: From digital excess to digital minimalism","spans":[],"direction":"ltr"},{"type":"paragraph","text":"1. Time saved defines engagement, not time spent","spans":[{"start":0,"end":48,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Our fourth wave of Shifting States – our year-long research programme - reveals a universal demand that transcends age, sector and device. People across all generations over 18 - from Gen Z to Boomers - now define a great digital experience the same way: Effortless.","spans":[{"start":255,"end":265,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Nine in ten cross-generational respondents said ‘effortless digital experiences are important or very important when choosing a brand’. This isn’t a Gen Z preference. It’s a human one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In an age of digital overload, the experiences people value most are the ones that demand the least. The fewer clicks, the fewer interruptions, the faster and clearer the journey, the higher the trust, satisfaction and loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness is no longer a feature. It’s a strategy. In 2026, success will depend on where you prioritise your digital efforts. Our research points to three that matter most - the shifts every brand needs to make to design digital experiences people return to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2. Performance first, personsalisation second","spans":[{"start":0,"end":45,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Personalised experiences – from localised recommendations to tailored content - have long been sold as the secret to relevance, especially for Gen Z. But our data shows otherwise. When asked all people aged 18 and over what makes an experience feel effortless, the top answers were:","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"High security and trust signals","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Clear navigation","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast checkout","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast load","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast login","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Personalisation ranked last. Only 10% of people listed it as a priority.","spans":[{"start":0,"end":72,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"That doesn’t mean personalisation is worthless. In fact, 85% of Gen Z said they’ll engage with personalised content - but it only enhances an experience once the fundamentals are right. A slow or unstable personalised experience isn’t better. It’s worse. Because you can’t personalise your way out of a bad experience.","spans":[{"start":57,"end":115,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"So, before you personalise, optimise. Speed, stability and clarity build the trust that makes personalisation worthwhile. Across generations, the equation holds true: Performance builds trust, trust builds loyalty.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Bad manners destroy a digital experience","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our fourth wave of Shifting States – our year-long research programme - reveals a universal demand that transcends age, sector and device. People across all generations over 18 - from Gen Z to Boomers - now define a great digital experience the same way: Effortless.","spans":[{"start":255,"end":265,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Nine in ten cross-generational respondents said ‘effortless digital experiences are important or very important when choosing a brand’. This isn’t a Gen Z preference. It’s a human one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In an age of digital overload, the experiences people value most are the ones that demand the least. The fewer clicks, the fewer interruptions, the faster and clearer the journey, the higher the trust, satisfaction and loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness is no longer a feature. It’s a strategy. In 2026, success will depend on where you prioritise your digital efforts. Our research points to three that matter most - the shifts every brand needs to make to design digital experiences people return to.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What effortless design really means","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortless design doesn’t mean plain design. It means doing the hard work behind the scenes - like a swan gliding on the surface, powered by unseen effort beneath - simplifying complexity so users can get what they need with ease. It means building systems that save time, strip friction and prioritise performance over the next big thing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For brands, that’s good news. The impossible brief - designing for four generations at once -suddenly becomes achievable. Effortlessness is the great equaliser. When an experience is fast, secure and intuitive, it works for everyone.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But it’s also a warning. In 2026, if you fail to deliver effortless digital experiences, you won’t just lose Gen Z. You’ll lose everyone. When experience breaks, loyalty breaks and switching has never been easier.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The three priorities for effortless DX in 2026","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Make time saved the measure of engagement.\nRedefine engagement. Focus on task completion time and repeat efficiency, not time spent on page. The best experiences give time back.","spans":[{"start":0,"end":42,"type":"strong"}],"direction":"ltr"},{"type":"o-list-item","text":"Eliminate digital bad manners.\nInterruptions, delays and repetition ruin experiences. Design like your customer’s time matters as much as their loyalty.","spans":[{"start":0,"end":30,"type":"strong"}],"direction":"ltr"},{"type":"o-list-item","text":"Put performance before personalisation.\nSpeed, security and clarity are the new differentiators. Fix the fundamentals first. Then feel the real power of personalisation.","spans":[{"start":0,"end":39,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"What happens next","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is just the start. Over the coming weeks, you’ll hear from our specialists in data, tech, creative and UX about how to turn these insights into practice: how to measure effortlessness, design for speed, build trust through performance and strip friction from your customer journeys.","spans":[{"start":83,"end":110,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Each expert will explore how effortlessness reshapes their discipline, from backend systems to front-end storytelling. Together, they’ll show how to make the digital experiences people actually want to come back to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The next generation of digital experience isn’t about doing more. It’s about doing less, better. Effortlessness is the new competitive advantage because when choice is infinite, simplicity wins.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, ask yourself: Are you ready to prioritise effortlessness above all else? If not, your users will choose someone who already has.","spans":[{"start":18,"end":132,"type":"strong"}],"direction":"ltr"},{"type":"heading3","text":"Need help understanding what your users want? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Daniel is standing by. We can get you on a call. ","spans":[{"start":30,"end":49,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"Behind the craft: creating the gold standard for Longleat","spans":[{"start":31,"end":44,"type":"strong"},{"start":49,"end":57,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We transformed Longleat’s digital experience into an immersive, award-winning journey grounded in real insight and bold craft. Learn about how we did this.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director","profile_picture":null},"published":"2025-12-04","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aTFVx3NYClf9nzp3_LONGLEATBTS.png?auto=format,compress"},"programming_language":"","singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/6ae943a691b7b59274ce75e0c8cc8863/ea5de/aTFVx3NYClf9nzp3_LONGLEATBTS.png","srcSet":"/static/6ae943a691b7b59274ce75e0c8cc8863/6b0e5/aTFVx3NYClf9nzp3_LONGLEATBTS.png 200w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/a489e/aTFVx3NYClf9nzp3_LONGLEATBTS.png 400w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/ea5de/aTFVx3NYClf9nzp3_LONGLEATBTS.png 800w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/b36f0/aTFVx3NYClf9nzp3_LONGLEATBTS.png 1200w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/cfd9e/aTFVx3NYClf9nzp3_LONGLEATBTS.png 1600w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/96abc/aTFVx3NYClf9nzp3_LONGLEATBTS.png 1808w","srcWebp":"/static/6ae943a691b7b59274ce75e0c8cc8863/0c129/aTFVx3NYClf9nzp3_LONGLEATBTS.webp","srcSetWebp":"/static/6ae943a691b7b59274ce75e0c8cc8863/0e93d/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 200w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/2259f/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 400w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/0c129/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 800w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/45222/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 1200w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/1f191/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 1600w,\n/static/6ae943a691b7b59274ce75e0c8cc8863/70720/aTFVx3NYClf9nzp3_LONGLEATBTS.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"behind-the-craft-creating-the-gold-standard-for-longleat"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and Longleat Safari Park","spans":[{"start":4,"end":19,"type":"strong"},{"start":35,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Longleat has selected us as their strategic digital partner! We're going to create an immersive digital experience as unique as a day out at their world-famous park. Read more here. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z1xE85bqstJ98ews_Longleat_1808x1016.jpg?auto=format,compress"},"article_type":"News","published":"2024-12-17","link":{"uid":"new-collaboration-great-state-and-longleat"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z1xE85bqstJ98ews_Longleat_1808x1016.jpg?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-longleat"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Introducing the Great Wrap Up","spans":[{"start":16,"end":29,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We're launching a jacket donation drive to help keep Bristol’s homeless warm this winter. Got a jacket gathering dust? Learn how to donate.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aSQ8SmGnmrmGqK3T_Blog.png?auto=format,compress"},"article_type":"News","published":"2025-11-24","link":{"uid":"introducing-the-great-wrap-up"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aSQ8SmGnmrmGqK3T_Blog.png?auto=format,compress"},"_meta":{"uid":"introducing-the-great-wrap-up"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"We’ve managed to win gold in the Digital Design / UI category of the BIMAs two years running: in 2024 for the Royal Navy and in 2025 for Longleat. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"With projects of this size often taking many months to evolve from discovery to launch (even longer if you include the process of winning the work), there is rarely any time to ease off.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We wanted to understand more of what it takes to repeat the success, so we caught up with our Creative Director, Matt Powell, to gain some insights into Longleat and how Great State carry the winning mindset from one brief to the next.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is the story behind the craft – over to you Matt.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"A legendary day out, a modest website","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Longleat is exactly the kind of brand we love working with; rich legacy, huge emotional equity, and a physical experience visitors remember for years. But digitally, it was underselling itself. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A day at Longleat can include a visit to the stately home, drive-through safari, boat trip, maze and up-close animal encounters – all wrapped in unique history and pioneering personality. In the real world it is the ‘OG’ of safari parks on a grand scale. In the digital world however, it looked and acted like a mid-size attraction. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The website’s typography, image scale and colour palette subliminally suggested to users that this was ordinary, not extraordinary. Add in complex ticket offering (with the festival of light, VIP experiences and special events) plus a series of frustrating usability issues, and the digital experience was creating hesitancy right where Longleat needed confidence most: at checkout. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The job was clear: bring the magic of a day out into the online experience, and you will convert considerers into visitors.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Getting under the skin of Longleat","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We didn’t start in creative tools. We started on foot. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The team walked the estate, talked to everyone from lemur keepers to the sweet shop manager, and listened to visitors as they came off rides and out of cafés. The way people described their day, “phenomenal”, “unforgettable”, “legendary”, became our emotional benchmark. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We then spoke to customers to understand the digital friction: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Confusion about what’s included in the ticket.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Uncertainty about whether it’s a full day out.","spans":[],"direction":"ltr"},{"type":"list-item","text":"A gap in expectation between price and perceived value.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"At the same time, we worked closely with our engineering team. While they focused on a new, bulletproof headless stack, the creative team focused on a digital brand and experience that could genuinely convert and delight. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Only once we understood the human reality – the stories, the doubts, the excitement – did we start shaping the proposition. ","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aTFXF3NYClf9nzqx_LongleatBTS2.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/bbfa4102dcf2a7a774499845171a7547/ac2a7/aTFXF3NYClf9nzqx_LongleatBTS2.png","srcSet":"/static/bbfa4102dcf2a7a774499845171a7547/2f903/aTFXF3NYClf9nzqx_LongleatBTS2.png 320w,\n/static/bbfa4102dcf2a7a774499845171a7547/96d29/aTFXF3NYClf9nzqx_LongleatBTS2.png 640w,\n/static/bbfa4102dcf2a7a774499845171a7547/ac2a7/aTFXF3NYClf9nzqx_LongleatBTS2.png 1280w,\n/static/bbfa4102dcf2a7a774499845171a7547/cfd9e/aTFXF3NYClf9nzqx_LongleatBTS2.png 1600w","srcWebp":"/static/bbfa4102dcf2a7a774499845171a7547/80f20/aTFXF3NYClf9nzqx_LongleatBTS2.webp","srcSetWebp":"/static/bbfa4102dcf2a7a774499845171a7547/c172f/aTFXF3NYClf9nzqx_LongleatBTS2.webp 320w,\n/static/bbfa4102dcf2a7a774499845171a7547/c03cf/aTFXF3NYClf9nzqx_LongleatBTS2.webp 640w,\n/static/bbfa4102dcf2a7a774499845171a7547/80f20/aTFXF3NYClf9nzqx_LongleatBTS2.webp 1280w,\n/static/bbfa4102dcf2a7a774499845171a7547/1f191/aTFXF3NYClf9nzqx_LongleatBTS2.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Introducing \"The Home of...\"","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Longleat is the pioneer of safari parks, though in the digital world original can risk sounding old-fashioned. ","spans":[{"start":69,"end":77,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Our creative proposition, “The Home of…”, was designed to reclaim that status with confidence and scale. It does three important jobs.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"First, it reasserts authority. Longleat isn’t just a place with animal. It’s The Home of… Big Adventures; Close Encounters; Loveable Characters. A host, not a commodity. Next, it organises complexity as these three pillars gives structure to the multi-layered offer. Every piece of content has a natural home. And finally, it unlocks Longleat’s treasure trove of content. It was a proposition that could power an end-to-end customer journey, not just a homepage. ","spans":[{"start":46,"end":51,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"A visual language as big as the day out ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"With the proposition locked, we turned to the craft. Key to this was how Big Adventures, Close Encounters and Loveable Characters could be brought to life in the look and feel. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our first step was to establish some of the fundamental building blocks like colour and font. Our pitch visuals bore an uncanny similarity to a colour palette Longleat themselves were developing in-house, so we were able to get on the same wavelength instantly.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Deep greens and rich purples were paired with peaches and bright oranges, reflecting how Longleat is at once both a stately home and an amazing day out for children of all ages. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Typography followed this pattern. Nib, a modern serif based on stone-cut lettering, was paired with Hoss, an expressive sans with big personality. Used together, they gave us the same uniqueness you feel in the grounds: noble but playful, confident but welcoming. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Crucially, this collaboration ensured that the digital experience carried seamlessly through to signage, maps and menus – so the journey from screen to estate feels continuous and seamless – the same standard you’d expect from major attraction brands like Disney.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1920,"height":1080},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aTF_unNYClf9n0m-_Frame26.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/cf2537f441a53e84fbe326cb9156c78d/ac2a7/aTF_unNYClf9n0m-_Frame26.png","srcSet":"/static/cf2537f441a53e84fbe326cb9156c78d/2f903/aTF_unNYClf9n0m-_Frame26.png 320w,\n/static/cf2537f441a53e84fbe326cb9156c78d/96d29/aTF_unNYClf9n0m-_Frame26.png 640w,\n/static/cf2537f441a53e84fbe326cb9156c78d/ac2a7/aTF_unNYClf9n0m-_Frame26.png 1280w,\n/static/cf2537f441a53e84fbe326cb9156c78d/a3403/aTF_unNYClf9n0m-_Frame26.png 1920w","srcWebp":"/static/cf2537f441a53e84fbe326cb9156c78d/80f20/aTF_unNYClf9n0m-_Frame26.webp","srcSetWebp":"/static/cf2537f441a53e84fbe326cb9156c78d/c172f/aTF_unNYClf9n0m-_Frame26.webp 320w,\n/static/cf2537f441a53e84fbe326cb9156c78d/c03cf/aTF_unNYClf9n0m-_Frame26.webp 640w,\n/static/cf2537f441a53e84fbe326cb9156c78d/80f20/aTF_unNYClf9n0m-_Frame26.webp 1280w,\n/static/cf2537f441a53e84fbe326cb9156c78d/14e3c/aTF_unNYClf9n0m-_Frame26.webp 1920w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Getting closer through imagery and motion","spans":[],"direction":"ltr"},{"type":"paragraph","text":"User testing confirmed what we suspected: images are king, and the lion is the king of content. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We centred the experience around intimate, expressive animal photography. Close-ups that show personality and curiosity, not just stock creature images. This does real work: it differentiates Longleat from a traditional zoo, gets pulses racing, and reassures visitors about animal welfare.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We also drew a hard line on artificiality. For this brand, AI-enhanced imagery tanked trust. So, the new experience is proudly, deliberately real. Every whisker and paw print is from the park itself. We then framed the pages with jungle foliage – not only another feature we noticed when walking the park, but it also lent an additional sense of exploration, discovery and adventure to every page. ","spans":[{"start":91,"end":92,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"To mirror how people consume content nowadays, we advocated short-form video stories for the experience. Styled like social media, they show behind-the-scenes care, conservation work and staff personalities – while being efficient to produce and easy to reuse across channels.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Characters that move with you","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The magic needed to land instantly on the homepage. A dynamic masthead welcomes visitors to “The Home of…” their next big adventure, backed by immersive visuals that hint at the breadth of the day it offers. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Scroll, and animated animals of some of Longleat’s cheekiest residents pop up – meerkats peeking through foliage, lemurs hanging from branches – lightly guiding users deeper into the site. There aren’t throwaway flourishes; they anchor navigation, soften key decisions and keep the experience feeling alive right through to checkout.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Craft that converts","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Great UI isn’t just about looking good. It’s about reducing cognitive load and building trust at the exact moments people are most likely to switch off. So, we had to think smart. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We introduced: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Day planner: A simple, visual planner shows everything included in a standard ticket, replacing confusion with a satisfying sense of a full, memory-packed day. ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Social proof and stories: Visitor quotes, staff spotlights and unforgettable moments are placed where they can nudge behaviour – not just at the bottom of the page where they’re easy to ignore. ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Clearer ticketing: Visual differentiation between ticket options helps families choose quickly and confidently, rather than wonder what they might be missing. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Behind the scenes, the new headless architecture gives Longleat a long-term platform for experimentation and optimisation – and resilience where it really matters.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Heritage brands welcome digital-first visitors","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Longleat is the kind of opportunity that excites us - a cherished brand with enduring relevance, held back only by an outdated digital experience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"By grounding our craft in real human insight, re-framing the story around “The Home of…”, and obsessing over every detail – from type weight to image crop to the colour of a button – we’ve helped Longleat show up online with the confidence it’s always had offline. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The result? A digital experience that finally feels worthy of the day out itself – and a BIMA gold to prove that thoughtful, visitor-centred craft still matters.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Why not check out the website in action? We can’t promise you won’t end up treating yourself to a day out though: https://www.longleat.co.uk/.  And, if you’re a brand wrestling with a not-so-legendary website, we’d love to talk. Reach out to us on hello@greatstate.co.","spans":[{"start":114,"end":141,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.longleat.co.uk/","target":"_blank"}},{"start":248,"end":267,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"behind-the-craft-creating-the-gold-standard-for-longleat"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"Introducing the Great Wrap Up","spans":[{"start":16,"end":29,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We're launching a jacket donation drive to help keep Bristol’s homeless warm this winter. Got a jacket gathering dust? 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Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Turning research into action: a Great Experiment with the RNLI","spans":[{"start":8,"end":16,"type":"strong"},{"start":22,"end":28,"type":"strong"},{"start":32,"end":48,"type":"strong"},{"start":58,"end":62,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We ran a Great Experiment with the RNLI, turning research into bold, creative ideas and getting teams collaborating in new ways. Find out about what we got up to.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Jade Lovell","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUa155xUNkB1GIR_RNLIblogimage.png?auto=format,compress"},"article_type":"News","published":"2025-09-30","link":{"uid":"turning-research-into-action-a-great-experiment-with-the-rnli"},"image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUa155xUNkB1GIR_RNLIblogimage.png?auto=format,compress"},"_meta":{"uid":"turning-research-into-action-a-great-experiment-with-the-rnli"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Winter has settled in. The daylight’s disappearing, the morning frost scraper has become a permanent fixture in your hand, and I’m A Celeb is back on our screens. For many of us, it’s the unofficial signal that the festive season is here.","spans":[{"start":127,"end":138,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"But for people sleeping rough in Bristol, the colder months bring something far more serious: long nights, tough conditions, and the daily worry of how to stay warm.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This year, we’re on a mission to warm up Bristol before the festive season takes over – one jacket at a time.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Teaming up with BOSH","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We’ve joined forces with BOSH (Bristol Outreach Services for the Homeless), a community service quietly doing incredible work across the city.","spans":[{"start":25,"end":74,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.bosh.org.uk/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"They’re a vital hub for rough sleepers and those who are vulnerably housed – they supply the food, daily essentials, and warm clothing that become a lifeline once harsh temperatures roll in.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Warm jackets and coats are always at the top of the wish list. BOSH hands them out every night, and they disappear almost as quickly as they arrive.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Launching the Great Wrap Up","spans":[],"direction":"ltr"},{"type":"paragraph","text":"To support BOSH, we’re launching a jacket donation drive with Runway East Bristol Bridge – a home to over 30 of start-ups and businesses, including us! It’s the perfect spot to rally Bristol’s community spirit and encourage people to confront the ‘I’ll wear it again one day’ section of their wardrobe.","spans":[{"start":62,"end":88,"type":"hyperlink","data":{"link_type":"Web","url":"https://runwayea.st/office-spaces-locations/bristol-bridge","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Let’s be real. We all have a jacket that’s been shunted to the depths of your wardrobe, gathering dust like no tomorrow. Maybe it was an impulse buy. Maybe it’s so last season. Either way, it could be doing something meaningful: keeping someone warm, safe and comfortable through the coldest months of the year.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We’ll be collecting, checking, and delivering every coat directly to BOSH. Straight from your hands to someone who needs it.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What we're looking for","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We’re keeping things simple…","spans":[],"direction":"ltr"},{"type":"list-item","text":"Warm jackets, jumpers and hats, in a good, wearable condition","spans":[],"direction":"ltr"},{"type":"list-item","text":"Adult sizes of any kind","spans":[],"direction":"ltr"},{"type":"list-item","text":"Thicker the better","spans":[],"direction":"ltr"},{"type":"heading2","text":"How to donate","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Drop-off your location to the reception at Runway East Bristol Bridge (BS1 6AA) from 24th November to the 17th December.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’ve got any questions, or want to coordinate a bulk drop-off, contact us at: hello@greatstate.co","spans":[{"start":83,"end":102,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co","target":"_blank"}}],"direction":"ltr"},{"type":"heading2","text":"A small gesture goes a long way","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One jacket. One drop-off. One act of generosity that can change a night.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let’s warm up Bristol this winter, together.","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"introducing-the-great-wrap-up"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"Turning research into action: a Great Experiment with the RNLI","spans":[{"start":8,"end":16,"type":"strong"},{"start":22,"end":28,"type":"strong"},{"start":32,"end":48,"type":"strong"},{"start":58,"end":62,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We ran a Great Experiment with the RNLI, turning research into bold, creative ideas and getting teams collaborating in new ways. Find out about what we got up to.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Jade Lovell","job_title":"Account Director","profile_picture":null},"published":"2025-09-30","image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUa155xUNkB1GIR_RNLIblogimage.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/db996e3b480610c3022ce8d888da4188/ea5de/aNUa155xUNkB1GIR_RNLIblogimage.png","srcSet":"/static/db996e3b480610c3022ce8d888da4188/6b0e5/aNUa155xUNkB1GIR_RNLIblogimage.png 200w,\n/static/db996e3b480610c3022ce8d888da4188/a489e/aNUa155xUNkB1GIR_RNLIblogimage.png 400w,\n/static/db996e3b480610c3022ce8d888da4188/ea5de/aNUa155xUNkB1GIR_RNLIblogimage.png 800w,\n/static/db996e3b480610c3022ce8d888da4188/b36f0/aNUa155xUNkB1GIR_RNLIblogimage.png 1200w,\n/static/db996e3b480610c3022ce8d888da4188/cfd9e/aNUa155xUNkB1GIR_RNLIblogimage.png 1600w","srcWebp":"/static/db996e3b480610c3022ce8d888da4188/0c129/aNUa155xUNkB1GIR_RNLIblogimage.webp","srcSetWebp":"/static/db996e3b480610c3022ce8d888da4188/0e93d/aNUa155xUNkB1GIR_RNLIblogimage.webp 200w,\n/static/db996e3b480610c3022ce8d888da4188/2259f/aNUa155xUNkB1GIR_RNLIblogimage.webp 400w,\n/static/db996e3b480610c3022ce8d888da4188/0c129/aNUa155xUNkB1GIR_RNLIblogimage.webp 800w,\n/static/db996e3b480610c3022ce8d888da4188/45222/aNUa155xUNkB1GIR_RNLIblogimage.webp 1200w,\n/static/db996e3b480610c3022ce8d888da4188/1f191/aNUa155xUNkB1GIR_RNLIblogimage.webp 1600w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"turning-research-into-action-a-great-experiment-with-the-rnli"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and the RNLI","spans":[{"start":4,"end":17,"type":"strong"},{"start":19,"end":30,"type":"strong"},{"start":38,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"It's with great pride we can announce that the Royal National Lifeboat Institution (RNLI) has appointed us as their new strategic digital agency at an exciting time in their 200 year history! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"article_type":"News","published":"2024-10-31","link":{"uid":"new-collaboration-great-state-and-the-rnli"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-the-rnli"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"article_type":"Reports","published":"2025-09-10","link":{"uid":"loyalty-by-design-gen-z-report"},"image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"_meta":{"uid":"loyalty-by-design-gen-z-report"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Daniel Vincent","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":40,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Daniel Vincent, Digital Strategist at Great State, is our resident deep thinker. Curious to know what's on his mind? Take a look...","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png?auto=format,compress"},"article_type":"News","published":"2025-09-24","link":{"uid":"great-people-introducing-daniel-vincent"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png?auto=format,compress"},"_meta":{"uid":"great-people-introducing-daniel-vincent"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Research and insight are vital in almost every organisation. Teams commission surveys, run focus groups, crunch data, and produce reports packed with valuable findings.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But here’s the catch: too often, those insights never turn into action. They sit in shared drives, presented at company meetings and then quietly vanish. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Why? ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Teams are busy with day-to-day tasks ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Departments operate in silos, chasing their own KPIs ","spans":[],"direction":"ltr"},{"type":"list-item","text":"And “creativity” is seen as someone else’s job  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The result? Opportunities slip through the cracks. Ideas that could spark change never surface. Research investments go underused. And the organisation moves forward without tapping into what it already knows. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s where Great Experiments comes in.  ","spans":[{"start":13,"end":30,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"At Great State, we believe insight should be a springboard for action, not a static report. That’s why we developed Great Experiments. It’s an opportunity for us to break from routine and work together with clients, or each other, in new ways.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Whatever we do, the intention is to break silos, unlock creativity and bring teams together to focus on bold, innovative, user-first ideas.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/61aeb7901485652f8744253587a48ec2/ac2a7/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png","srcSet":"/static/61aeb7901485652f8744253587a48ec2/2f903/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png 320w,\n/static/61aeb7901485652f8744253587a48ec2/96d29/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png 640w,\n/static/61aeb7901485652f8744253587a48ec2/ac2a7/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png 1280w,\n/static/61aeb7901485652f8744253587a48ec2/cfd9e/aNUbdZ5xUNkB1GI6_RNLIblogimage2.png 1600w","srcWebp":"/static/61aeb7901485652f8744253587a48ec2/80f20/aNUbdZ5xUNkB1GI6_RNLIblogimage2.webp","srcSetWebp":"/static/61aeb7901485652f8744253587a48ec2/c172f/aNUbdZ5xUNkB1GI6_RNLIblogimage2.webp 320w,\n/static/61aeb7901485652f8744253587a48ec2/c03cf/aNUbdZ5xUNkB1GI6_RNLIblogimage2.webp 640w,\n/static/61aeb7901485652f8744253587a48ec2/80f20/aNUbdZ5xUNkB1GI6_RNLIblogimage2.webp 1280w,\n/static/61aeb7901485652f8744253587a48ec2/1f191/aNUbdZ5xUNkB1GI6_RNLIblogimage2.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Going with the flow","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Recently we partnered with our clients at the RNLI to run a Great Experiment focused on one crucial theme: how to improve water safety to awareness to the general public.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The RNLI already had research that highlighted key behavioural challenges around how people interact with water. But like so many organisations they wanted to find ways to make that insight make tangible impact – to spark ideas that could save lives. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our goal? Actionable insight. Big ideas. Bold thinking. Real collaboration.","spans":[{"start":10,"end":75,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Getting moving","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We started by bringing together RNLI’s research with our own desk research to frame a set of problem statements. From these, groups were assigned one of eight focus areas. For example, one problem statement highlighted that men are more likely to drown than women.   ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Each problem statement was supported by: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Supporting statistics – for instance, 82% of accidental drowning victims in the UK are men, often linked to overconfidence.  ","spans":[],"direction":"ltr"},{"type":"list-item","text":"“How might we...” opportunity statements – in this case, reframing the issue as “How might we challenge men's overconfidence and peer pressure around water?” ","spans":[],"direction":"ltr"},{"type":"list-item","text":"A few creative sparks to flicker new thinking. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Then we mixed up our experts, shaking up team structures to make sure that there was a broad range of skill sets and points of view at the table. Digital, social, data, UX, marketing, creative, and even water safety and weather experts formed teams to pick their challenge.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Their brief: define the audience, clarify the message, and generate ideas that are bold, relevant and doable.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But where to start? Our main role on the day was act as the facilitators, unlocking the untapped potential already lying in wait around the room. We had a few tricks up our sleeves to get the ideas flowing and the momentum accelerating: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Structured ideation session designed to avoid group think and amplify the quieter voices in the room.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Creative thinking tools and prompts, like showcasing successful campaigns that generated millions of views or thousands of donations. ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Demonstrations of AI powered tools (like Figma Create) to visualise ideas fast and with flair.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUb3J5xUNkB1GJe_RNLIblogimage3.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/7a3bdb9240838c02332d151595c5895e/ac2a7/aNUb3J5xUNkB1GJe_RNLIblogimage3.png","srcSet":"/static/7a3bdb9240838c02332d151595c5895e/2f903/aNUb3J5xUNkB1GJe_RNLIblogimage3.png 320w,\n/static/7a3bdb9240838c02332d151595c5895e/96d29/aNUb3J5xUNkB1GJe_RNLIblogimage3.png 640w,\n/static/7a3bdb9240838c02332d151595c5895e/ac2a7/aNUb3J5xUNkB1GJe_RNLIblogimage3.png 1280w,\n/static/7a3bdb9240838c02332d151595c5895e/cfd9e/aNUb3J5xUNkB1GJe_RNLIblogimage3.png 1600w","srcWebp":"/static/7a3bdb9240838c02332d151595c5895e/80f20/aNUb3J5xUNkB1GJe_RNLIblogimage3.webp","srcSetWebp":"/static/7a3bdb9240838c02332d151595c5895e/c172f/aNUb3J5xUNkB1GJe_RNLIblogimage3.webp 320w,\n/static/7a3bdb9240838c02332d151595c5895e/c03cf/aNUb3J5xUNkB1GJe_RNLIblogimage3.webp 640w,\n/static/7a3bdb9240838c02332d151595c5895e/80f20/aNUb3J5xUNkB1GJe_RNLIblogimage3.webp 1280w,\n/static/7a3bdb9240838c02332d151595c5895e/1f191/aNUb3J5xUNkB1GJe_RNLIblogimage3.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"What we learned","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Turns out, the format worked brilliantly. Teams rapidly iterated on campaign concepts, delivering their message through everything from TV to towels, constantly refining their approach and challenging their own ideas before presenting to the group at day's end. It reminded me why I love working at pace - a bit like a hackathon, but for ideas, there's something special about that rapid-fire collaboration where everyone builds on each other's ideas. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The RNLI teams' passion and creativity wasn't a surprise, but what did surprise me was how similar the whole process felt to a regular tech hackathon - same energy and iterative thinking, just with storyboards and messaging strategies instead of APIs and databases. By the end of the day, teams were delivering sharp, quickfire presentations that packed a real punch and showed just how much they'd accomplished in those few hours. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But hear it straight from our pros, we asked Creative Director Matt, and Lead Front End Developer Ryan, what they thought:","spans":[],"direction":"ltr"},{"type":"heading2","text":"Matt's take","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“Great Experiments highlighted the value of freeing people from day-to-day constraints. By allowing deviations from brand guidelines and separating ideation from critical view, creativity flowed – creating over 300 ideas in the RNLI morning session. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Active listening proved vital. In small groups (5-6 people), participants shared loose thoughts that sparked valuable insights. For example, an expert’s description of the ‘gasp’ in cold water shock inspired the acronym ‘Get Air, Stay Put’ encouraging people to stay afloat and breathe.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The event showed the power of a single, central idea tied to insight, expanded across multiple touchpoints – PR, social, experiential, display, content, and influencer. The RNLI teams delivered entertaining, engaging pitches with clear flow and audience nods throughout!” ","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/26f1b2a2505ce0c6b459be94e65ccb0a/ac2a7/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png","srcSet":"/static/26f1b2a2505ce0c6b459be94e65ccb0a/2f903/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png 320w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/96d29/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png 640w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/ac2a7/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png 1280w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/cfd9e/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.png 1600w","srcWebp":"/static/26f1b2a2505ce0c6b459be94e65ccb0a/80f20/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.webp","srcSetWebp":"/static/26f1b2a2505ce0c6b459be94e65ccb0a/c172f/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.webp 320w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/c03cf/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.webp 640w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/80f20/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.webp 1280w,\n/static/26f1b2a2505ce0c6b459be94e65ccb0a/1f191/aNUcXZ5xUNkB1GJq_RNLIblogimage3-1-.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Ryan's thoughts","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“As a developer, I’ve been to plenty of hackathons. Most are all about solving problems with tech. So, when Great State partnered with RNLI for a hackathon last week, I wasn’t sure what to expect. This one was different: it focused on big problems without assuming technology was the answer.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What struck me most was how breaking down silos sparked creativity. Teams who don’t usually collaborate suddenly uncovered fresh perspectives and unexpected expertise. It also became clear that creativity isn’t a job title. Some of the boldest, most original ideas came from people who would never describe themselves as “creative” but with the right framework, anyone can contribute something game-changing. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Another key takeaway was that research only matters if it’s activated. Even the best insights risk gathering dust unless there’s time and space dedicated to turning them into action. Initiatives like Great Experiments provide that crucial bridge between knowledge and application.” ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Fresh ideas, new momentum, and team ready for action","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Great Experiment was truly energising, and the range of ideas presented was impressive. One group, for example, centred their concept around the Loch Ness Monster to help younger audiences understand hidden dangers, while another proposed leveraging a PR stunt with broad appeal at a global sporting event.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What stood out most was that teams delivered bigger, bolder, and more audience-focused ideas than expected. There was also a noticeable shift: attendees stepped out of their comfort zones, worked beyond their usual roles, and approached challenges in entirely new ways. It was clear proof that, when the right environment is in place, energy and ideas can come from any part of the organisation.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Let's talk","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’ve got research gathering dust, or a challenge that needs fresh thinking, let’s talk about running a Great Experiment for your organisation. Reach out to us on hello@greatstate.co","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"turning-research-into-action-a-great-experiment-with-the-rnli"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"Great People: Introducing Daniel Vincent","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":40,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Daniel Vincent, Digital Strategist at Great State, is our resident deep thinker. Curious to know what's on his mind? Take a look...","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-09-24","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/bf6fd34f2fd721ab024030da6a122f70/ea5de/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png","srcSet":"/static/bf6fd34f2fd721ab024030da6a122f70/6b0e5/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 200w,\n/static/bf6fd34f2fd721ab024030da6a122f70/a489e/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 400w,\n/static/bf6fd34f2fd721ab024030da6a122f70/ea5de/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 800w,\n/static/bf6fd34f2fd721ab024030da6a122f70/b36f0/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 1200w,\n/static/bf6fd34f2fd721ab024030da6a122f70/cfd9e/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 1600w,\n/static/bf6fd34f2fd721ab024030da6a122f70/96abc/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.png 1808w","srcWebp":"/static/bf6fd34f2fd721ab024030da6a122f70/0c129/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp","srcSetWebp":"/static/bf6fd34f2fd721ab024030da6a122f70/0e93d/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 200w,\n/static/bf6fd34f2fd721ab024030da6a122f70/2259f/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 400w,\n/static/bf6fd34f2fd721ab024030da6a122f70/0c129/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 800w,\n/static/bf6fd34f2fd721ab024030da6a122f70/45222/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 1200w,\n/static/bf6fd34f2fd721ab024030da6a122f70/1f191/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 1600w,\n/static/bf6fd34f2fd721ab024030da6a122f70/70720/aNP2ZZ5xUNkB1EE5_GreatPeopleDV-1-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"great-people-introducing-daniel-vincent"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"article_type":"Reports","published":"2025-09-10","link":{"uid":"loyalty-by-design-gen-z-report"},"image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"_meta":{"uid":"loyalty-by-design-gen-z-report"}}},{"blog":null},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Digital life: looking back, thinking forward ","spans":[{"start":8,"end":12,"type":"strong"},{"start":22,"end":26,"type":"strong"},{"start":37,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Celebrating 100 editions of Three Great Things, we reflect on five years of digital change - AI, design, hybrid work - and explore what’s next in tech, creativity, and culture. What's next I hear you ask? Find out here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png?auto=format,compress"},"article_type":"Opinion","published":"2025-08-08","link":{"uid":"digital-life-looking-back-thinking-forward"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png?auto=format,compress"},"_meta":{"uid":"digital-life-looking-back-thinking-forward"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Meet Daniel, Great State’s resident deep thinker, endlessly energised by insights and connecting the dots.","spans":[{"start":0,"end":106,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"He’s a philosophical mind with a knack for uncovering deep insights and seeing the bigger picture. An Arsenal fan, and true in form, he’s always second to arrive at the office (😉). A devoted bookworm too – looking for your next great read? Daniel’s got you covered.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take it away, DV.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Who are you and what do you do?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Hello, I’m Daniel Vincent – Digital Strategist at Great State.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How did you get to be here?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It’s been a winding road via London, Lisbon and Auckland, a previous life as a one-man-accounts department and long-held dreams of becoming a legendary novelist, following in the footsteps of Huxley, Hemingway and Hunter Thompson.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I channel that same curiosity and love of stories into my work - spotting patterns in chaos, crafting campaigns that truly resonate, and turning data into insights that create real impact.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What are you excited to get started working on?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I’m leading our internal research programme, Shifting States, which looks at Gen Z digital behaviours and preferences. It’s revealed that brand loyalty is dead. Gen Z expect seamless digital experiences and won’t stick around for anything slow. I helped co-present a recent webinar which featured input from some big players in their sectors: ASOS, Waitrose and Jaguar Land Rover.","spans":[{"start":45,"end":60,"type":"em"},{"start":45,"end":60,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/shifting-states-gen-z-insight-hub/?utm_campaign=SS1.5&utm_medium=Organic&utm_source=GSWebsite","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Other than that, I’m helping the RNLI level up their volunteers' digital experience and kicking off an exciting new opportunity with the British Army.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How do you know when you’ve produced something great?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What a question! What’s the bar? I have pretty high standards – so the oh so elusive 10/10? I’m not sure it’s even possible. There’s always room for improvement, right?","spans":[],"direction":"ltr"},{"type":"heading2","text":"What excites you about your work?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I’m a naturally curious, philosophical problem-solver, so I love being able to lean into those traits every day. I love doing original research and digging for insights.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I love that feeling of seeing something in a whole new way or joining dots that haven’t obviously been joined before. I love crafting compelling narratives that enhance understanding or move people somewhere new.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And I love fixing: uncovering problems, flipping into opportunities and helping teams dream up exciting solutions. After living a few different lives so far, I’m super grateful to be living this one right now. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"What excites you in life?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Afuri hazelnut tantanmen, truly the best ramen dish out there. Madeline Miller’s next novel. Oh, and snorkelling coral reefs. Need I say more?","spans":[],"direction":"ltr"},{"type":"heading2","text":"If you could work on one brand which one would it be, and why?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Just one?! Impossible. I’ll go for three: FIFA – because I’m a football fanatic and they’re a hugely influential, vaguely shadowy organisation I’d love to peek behind the curtain of. Mental health charity Made of Millions trying to change how the world perceives mental health, because they’re doing vital work close to my heart. And fun, impact-led Karma Drinks making fizzy drinks meaningful, because nothing quite beats a bottled Razza on a hot day.","spans":[{"start":205,"end":221,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.madeofmillions.com/","target":"_blank"}},{"start":350,"end":362,"type":"hyperlink","data":{"link_type":"Web","url":"https://karmadrinks.co.uk/","target":"_blank"}}],"direction":"ltr"},{"type":"heading2","text":"What is the future of tech looking like to you?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I think we’ll see a future that feels both space-age and grounded. On one hand we’ll see a future of quantum computing, data crystal storage and Artificial General Intelligence, with humanoid robots, neural interfaces and instant everything.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, on the other I think we’ll see widespread digital pushback, with large swathes preferring a more in-real-life, slowed down, nature-based lifestyles. Whether they’ll be two sides of the same coin or at odds with one another is to be seen.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The best outcome is AI productivity freeing time for more rich and meaningful lives… but in reality, it’ll probably be far less egalitarian. One thing’s for sure: change will come a lot faster than we think.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Ask a question back. What do you want to know?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Why are people fixating on the environmental impact of ChatGPT searches, but hardly noticing the 23 million+ TikToks (etc) uploaded every day?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Want to take your digital strategy to the next level? Drop Daniel a message at daniel.vincent@greatstate.co.","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"great-people-introducing-daniel-vincent"}}},{"node":{"article_type":"Reports","title":[{"type":"heading1","text":"Loyalty By Design | How To Build Digital Experiences Gen Z Choose To Return To","spans":[{"start":0,"end":17,"type":"strong"},{"start":53,"end":58,"type":"strong"},{"start":69,"end":75,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The latest phase in our Gen Z insight programme has landed. This time, we've cracked the Gen Z loyalty code. The answer? They aren't loyal to brands, they're loyal to experiences.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-09-10","image":{"dimensions":{"width":1807,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.7785433070866141,"src":"/static/6fb035e798972e0ca810051fa7d39690/ea5de/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png","srcSet":"/static/6fb035e798972e0ca810051fa7d39690/6b0e5/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 200w,\n/static/6fb035e798972e0ca810051fa7d39690/a489e/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 400w,\n/static/6fb035e798972e0ca810051fa7d39690/ea5de/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 800w,\n/static/6fb035e798972e0ca810051fa7d39690/b36f0/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 1200w,\n/static/6fb035e798972e0ca810051fa7d39690/cfd9e/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 1600w,\n/static/6fb035e798972e0ca810051fa7d39690/ca4de/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.png 1807w","srcWebp":"/static/6fb035e798972e0ca810051fa7d39690/0c129/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp","srcSetWebp":"/static/6fb035e798972e0ca810051fa7d39690/0e93d/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 200w,\n/static/6fb035e798972e0ca810051fa7d39690/2259f/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 400w,\n/static/6fb035e798972e0ca810051fa7d39690/0c129/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 800w,\n/static/6fb035e798972e0ca810051fa7d39690/45222/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 1200w,\n/static/6fb035e798972e0ca810051fa7d39690/1f191/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 1600w,\n/static/6fb035e798972e0ca810051fa7d39690/93fc4/aMFRw2GNHVfTO_AW_BLOHGEADERLoyaltybydesign.webp 1807w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"loyalty-by-design-gen-z-report"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Shifting States: A new way for brands to understand Gen Z's fluid state of mind","spans":[{"start":9,"end":15,"type":"strong"},{"start":60,"end":71,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Shifting States is the name of our UK representative research into Gen Z that offers brands a new way to connect with a generation defined by change. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"article_type":"Reports","published":"2025-02-14","link":{"uid":"shifting-states-gen-z-insight-report"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WcaxsAHJWomDMv_SSblogheader.png?auto=format,compress"},"_meta":{"uid":"shifting-states-gen-z-insight-report"}}},{"blog":null},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Hacking GenAI: from ideas to organisational impact","spans":[{"start":20,"end":25,"type":"strong"},{"start":29,"end":50,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"How can Gen AI expedite organisational innovation? We hung out with our clients at STEM for a day to put some ideas into hyperdrive. Read on to find out how it went. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"article_type":"Tech","published":"2025-04-09","link":{"uid":"hacking-genai-from-ideas-to-organisational-impact"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"_meta":{"uid":"hacking-genai-from-ideas-to-organisational-impact"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Brands everywhere face an existential challenge: how do we attract Gen Z and keep them coming back? ","spans":[{"start":99,"end":100,"type":"em"},{"start":99,"end":100,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"After surveying 2,200 UK-based participants, including 350 Gen Z digital deep dives, we've found the answer.  In Loyalty By Design, we cracked the Gen Z loyalty code. \n\nIn this report, you’ll find: ","spans":[],"direction":"ltr"},{"type":"list-item","text":"First-hand insights from Gen Z: what drives them away online, and what keeps them coming back","spans":[],"direction":"ltr"},{"type":"list-item","text":"Key quantitative findings drawn from our three-phase research ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Real-world examples from DX leaders at ASOS, Waitrose and 
Jaguar Land Rover (JLR) ","spans":[],"direction":"ltr"},{"type":"list-item","text":"Immediate actions to help you create digital experiences Gen Z choose to return to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Read it here.","spans":[{"start":0,"end":13,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.figma.com/proto/31sb06DVgm0AECm2wSw4zy/Shifting-States?node-id=3938-2000&p=f&t=HPuj2YA6vmz2Wb9N-0&scaling=contain&content-scaling=fixed&page-id=3938%3A1999","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"loyalty-by-design-gen-z-report"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Digital life: looking back, thinking forward ","spans":[{"start":8,"end":12,"type":"strong"},{"start":22,"end":26,"type":"strong"},{"start":37,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Celebrating 100 editions of Three Great Things, we reflect on five years of digital change - AI, design, hybrid work - and explore what’s next in tech, creativity, and culture. What's next I hear you ask? Find out here.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-08-08","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png?auto=format,compress"},"programming_language":"","singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/ea5de/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png","srcSet":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/6b0e5/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/a489e/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 400w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/ea5de/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 800w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/b36f0/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/cfd9e/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1600w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/96abc/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1808w","srcWebp":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/0c129/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp","srcSetWebp":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/0e93d/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/2259f/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 400w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/0c129/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 800w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/45222/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/1f191/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1600w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/70720/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"digital-life-looking-back-thinking-forward"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Codegarden 2025: The developer’s playground","spans":[{"start":0,"end":10,"type":"strong"},{"start":33,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Gary, Technical Director and all round digital whizz, headed to Denmark for the 20th anniversary of Codegarden. What Umbraco secrets did he uncover? You'll have to find out. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png?auto=format,compress"},"article_type":"Tech","published":"2025-07-03","link":{"uid":"codegarden-2025-the-ultimate-developers-playground"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png?auto=format,compress"},"_meta":{"uid":"codegarden-2025-the-ultimate-developers-playground"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In 2020, we launched Three Great Things, your go-to fortnightly newsletter with our latest thoughts and inspiration from across the tech, creative, and UX industries.  ","spans":[{"start":0,"end":168,"type":"strong"},{"start":21,"end":40,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/newsletter/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Fast forward to today, and we’re celebrating its 100th edition. That’s five years of ideas, inspiration, and the occasional random link that somehow made your Friday better. The ultimate weekend warm-up to get you feeling inspired. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"To mark the milestone, we’re taking a moment to reflect. What’s changed in the last five years? What’s on the horizon? And what have we learned along the way?  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This blog is a bit of a time capsule. A look back at the shifts we’ve lived through, and a look ahead at what might shape the next chapter. Naturally, the team at Great State – thoughtful, curious, and occasionally philosophical – had plenty to say (as they always do), and their reflections are sprinkled throughout.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Spoiler alert: yes, AI makes an appearance – because of course it does. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Looking back: 2020 – 2025  ","spans":[{"start":0,"end":26,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The last five years have been a bit of a whirlwind, let’s be honest. Some changes were expected. Others snuck up on us. But all of them reshaped how we work, create, and connect.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Hybrid working becomes the norm","spans":[{"start":0,"end":31,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"It’s hard to overstate how much the pandemic changed things and still lingers in the memory for many. Cue flashbacks of themed family quizzes over FaceTime and the surreal routines of lockdown life. Remote work went from niche to necessary and then settled into something more permanent. One colleague summed it up perfectly: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"\"Digital has empowered a healthier work-life balance – a shift that’s suited the majority of employees, showing that change isn’t always something to fear, even if a few old-skool voices still cling to the old ways”. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Microsoft Teams and Zoom became our new meeting rooms, while tools like Figma and Miro took over as our digital whiteboards. Real time collaboration became the norm, with cloud-first ecosystems dominating. And the idea of presence shifted from physical to digital.  ","spans":[{"start":222,"end":231,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"But if anything, all that time apart reminded us how valuable in-person connection really is. The swivel chair moments, chats at the coffee machine, and knowing looks across a table – none of it can be fully replicated online. As much as we’ve embraced the flexibility of remote work, we’ve also learned not to take real human connections for granted.","spans":[],"direction":"ltr"},{"type":"heading2","text":"AI went mainstream","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI has changed a lot in the last five years – take a look at the recent history in the form of 32 otters. And, it’s only the beginning of its capabilities.   ","spans":[{"start":15,"end":20,"type":"strong"},{"start":65,"end":105,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.oneusefulthing.org/p/the-recent-history-of-ai-in-32-otters","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"From GPT–3 to GPT–4 and beyond, AI stopped being a buzzword and started being a tool we actually used. Copywriting, coding, design, research – it's all been touched by automation. Designers now generate 3D typography in seconds. Engineers can now build a website while they make a cuppa. Strategists use AI to map out campaign ideas. It’s everywhere and won’t be disappearing anytime soon. ","spans":[{"start":88,"end":97,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"But it’s not just about speed. It’s about shifting roles. AI hasn’t replaced creativity; it’s changed how we approach it. Work smarter, not harder as they say. AI is helping to create a more streamlined way of working. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Design got quieter (and bolder)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Minimalism matured. Bold sans serif fonts, generous white space, and vibrant RGB accents (lime green, Monzo peach) became the norm. But this visual clarity wasn’t just aesthetic; it marked a shift in how users wanted to interact with digital products. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Design became quieter. Less about grabbing attention, more about getting out of the way. UX moved toward simplicity and speed – helping users get what they need and move on, without unnecessary friction. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Looking ahead, this trend is set to deepen. As one team member puts it: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“People wanting less digital, not more. They’ll want digital to be a tool that complements their in-real-life life – an almost invisible enabler.” ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The best experiences aren’t the loudest – they're the most intuitive. ","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":6720,"height":4480},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.5,"src":"/static/4033f0045938ff6761c986547e94b2cf/e3107/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg","srcSet":"/static/4033f0045938ff6761c986547e94b2cf/b754d/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 320w,\n/static/4033f0045938ff6761c986547e94b2cf/4dbff/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 640w,\n/static/4033f0045938ff6761c986547e94b2cf/e3107/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 1280w,\n/static/4033f0045938ff6761c986547e94b2cf/0979f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 1920w,\n/static/4033f0045938ff6761c986547e94b2cf/9782f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 2560w,\n/static/4033f0045938ff6761c986547e94b2cf/a2fce/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 6720w","srcWebp":"/static/4033f0045938ff6761c986547e94b2cf/80f20/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp","srcSetWebp":"/static/4033f0045938ff6761c986547e94b2cf/c172f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 320w,\n/static/4033f0045938ff6761c986547e94b2cf/c03cf/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 640w,\n/static/4033f0045938ff6761c986547e94b2cf/80f20/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 1280w,\n/static/4033f0045938ff6761c986547e94b2cf/14e3c/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 1920w,\n/static/4033f0045938ff6761c986547e94b2cf/f05ba/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 2560w,\n/static/4033f0045938ff6761c986547e94b2cf/0d3eb/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 6720w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Looking forward 2025 – 2030","spans":[{"start":0,"end":27,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Peering into the future is always a mix of educated guesswork and hopeful imagination. The pace of change over the past five years has been relentless – so it’s fair to assume the next five years won’t be any slower.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"From emerging tech to shifting cultural expectations to building lined cities in the desert, the landscape is already (quite literally) starting to reshape itself. Here’s what we think is on the horizon – and what might just define the next chapter.","spans":[{"start":56,"end":92,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.neom.com/en-us/regions/theline","target":"_blank"}},{"start":65,"end":71,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"AI will drive breakthroughs","spans":[{"start":0,"end":27,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Even those trying to avoid AI predictions couldn’t help but mention it: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“I reckon there are going to be some massive advancements in cures for diseases owing to AI being able to better assimilate and understand patterns in data.” ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI won’t just write copy or generate visuals; it'll help solve real-world problems. From healthcare to climate modelling, its ability to process and learn from vast datasets will unlock new possibilities – faster than we think ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One Great Stater painted a utopian picture: AI-driven profits to fund Universal Basic Income, ushering in a golden age of leisure and equality. Others pointed to potential challenges around surveillance or creativity being filtered behind machines. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But most saw a future full of opportunity – where AI becomes a collaborative partner. It won’t replace us, but it will reshape how we work, learn, and make decisions. The tech itself isn’t the twist – it's how we choose to use it.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As AI agents become central to the user journey, we’ll need to design digital experiences that work with them – not around them. That means moving beyond linear pathways towards more open, conversational frameworks, where AI can interpret intent, guide decisions, and even act on the user’s behalf. To make that collaboration work, design must prioritise clarity, context, and trust – ensuring humans and machines can navigate the same experience, seamlessly and confidently. ","spans":[{"start":100,"end":104,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"The tension between innovation and impact is exactly what we explored in our Shifting States report – our deep dive into Gen Z’s expectations for brands and work, as they inherit the digital landscape. Watch our recent webinar to learn how to design next-gen experiences that earn Gen Z’s loyalty.","spans":[{"start":77,"end":99,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/blog/articles/shifting-states-gen-z-insight-report","target":"_blank"}},{"start":202,"end":226,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate-events.com/what-keeps-gen-z-coming-back-on-demand/","target":"_blank"}}],"direction":"ltr"},{"type":"heading2","text":"Interfaces will feel, move and explain","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The way we interact with technology is starting to shift. With devices like Apple Vision Pro and whatever comes next, things like augmented and virtual reality are becoming the norm. Take spatial computing for example: we’ve already embedded this on the Royal Navy website.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Clicks and taps will give way to voice, gaze, and gesture. Interfaces will response to how we’re feeling – adjusting to stress, focus, or mood. Expect UX to adapt, not just react to its user.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Privacy will also be front and centre. With tighter regulations, apps will need to build privacy from the start, using decentralised identity and smart techniques like zero-knowledge proofs to give users more control.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Cities, servers, and the weird future","spans":[{"start":0,"end":37,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"As populations grow, cities will have to get creative. One colleague put it simply: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“I’m predicting more wacky proposals for urban living.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think vertical farms, modular homes, and other ideas that blend necessity with imagination. Design will be key to make these spaces feel more human, not just efficient.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take Bhutan for example, who plan to build a new capital with mindfulness at its core. The project reimagines city-building through Buddhist values – low-rise, eco-friendly design, nature-first planning, and bridges that double as temples and clinics.","spans":[{"start":37,"end":85,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.theb1m.com/video/gelephu-mindfulness-city","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Behind the scenes, the digital world is facing its own space problem. Every TikTok, Reel, and cloud backup adds to the pressure on data infrastructure. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“We need ultra-efficient servers. Otherwise, where’s all our digital stuff going to go?”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As cities expand and digital life grows, the future needs to evolve with us. Without major upgrades to infrastructure, we risk hitting limits in how we store, share, and stream. The future of urban living isn’t just about buildings – it's about making sure the invisible systems behind them can keep up.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Three Great Things, one hundred editions later","spans":[{"start":0,"end":46,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"So, what’s the takeaway? That change is consistent. That creativity adapts. That tech evolves. And that people – curious, thoughtful, and slightly chaotic – are at the heart of it all. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Three Great Things started as a newsletter. But it’s also a mindset. A way to find some sort of clarity in this world of complexity. To celebrate progress without losing perspective. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And 100 editions in, it’s still the best way to ease into the weekend. Here’s to the next chapter. To bold ideas, quiet design, and great things – three at a time. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Scroll all you want, but Three Great Things is where the real gems drop. Get subscribed: https://www.greatstate.co/newsletter/","spans":[{"start":89,"end":126,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/newsletter/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"digital-life-looking-back-thinking-forward"}}},{"node":{"article_type":"Tech","title":[{"type":"heading1","text":"Codegarden 2025: The developer’s playground","spans":[{"start":0,"end":10,"type":"strong"},{"start":33,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Gary, Technical Director and all round digital whizz, headed to Denmark for the 20th anniversary of Codegarden. What Umbraco secrets did he uncover? You'll have to find out. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director","profile_picture":null},"published":"2025-07-03","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/4c7c91e5fc0bb8c8ec34caf2123a9423/ea5de/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png","srcSet":"/static/4c7c91e5fc0bb8c8ec34caf2123a9423/6b0e5/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 200w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/a489e/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 400w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/ea5de/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 800w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/b36f0/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 1200w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/cfd9e/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 1600w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/96abc/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png 1808w","srcWebp":"/static/4c7c91e5fc0bb8c8ec34caf2123a9423/0c129/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp","srcSetWebp":"/static/4c7c91e5fc0bb8c8ec34caf2123a9423/0e93d/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 200w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/2259f/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 400w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/0c129/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 800w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/45222/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 1200w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/1f191/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 1600w,\n/static/4c7c91e5fc0bb8c8ec34caf2123a9423/70720/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"codegarden-2025-the-ultimate-developers-playground"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Hacking GenAI: from ideas to organisational impact","spans":[{"start":20,"end":25,"type":"strong"},{"start":29,"end":50,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"How can Gen AI expedite organisational innovation? We hung out with our clients at STEM for a day to put some ideas into hyperdrive. Read on to find out how it went. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"article_type":"Tech","published":"2025-04-09","link":{"uid":"hacking-genai-from-ideas-to-organisational-impact"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"_meta":{"uid":"hacking-genai-from-ideas-to-organisational-impact"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Ross Gratton","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":38,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Click through to read all about Ross Gratton, our new Head of Engineering! What does The Shawshank Redemption have to do with engineering you ask? You'll have to read on to find out. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"article_type":"News","published":"2025-03-17","link":{"uid":"great-people-introducing-ross-gratton"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"_meta":{"uid":"great-people-introducing-ross-gratton"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Boost Conversions And Cut Emissions Through Smarter Design","spans":[{"start":0,"end":5,"type":"strong"},{"start":23,"end":25,"type":"strong"},{"start":43,"end":51,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Did you know that the colour blue uses 25% more power on screen than red? Good to know, right? This blog is part 2-part of our our sustainability series. Design smart, see the benefits. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"article_type":"Tech","published":"2025-03-26","link":{"uid":"increase-conversions-and-decrease-emissions-design"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-and-decrease-emissions-design"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Gary Trimnell, Technical Director and all round digital whizz, headed to Denmark for the 20th anniversary of Codegarden. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you haven’t heard of Codegarden before, it’s Umbraco’s annual tech conference. It isn’t just key notes and handouts though, it’s an all singing, all dancing tech-fest. There was high-fives, there was Hammerschlagen and there was unicorns.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"He touched back down in Bristol armed with some brilliant insights and we’re turning them into a two-part blog mini-series. The first will dive into the tech side of things, the next will help unpack how Umbraco can help tackle those tricky blockers that stand in the way of business transformation and digital acceleration.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, without further ado, over to Gary and his sharp take on where Umbraco is heading next.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZbKXfc4bHWjABc_Withinblogimage-1-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/744b6f80e372843127c74c8fd70e5241/ac2a7/aGZbKXfc4bHWjABc_Withinblogimage-1-.png","srcSet":"/static/744b6f80e372843127c74c8fd70e5241/2f903/aGZbKXfc4bHWjABc_Withinblogimage-1-.png 320w,\n/static/744b6f80e372843127c74c8fd70e5241/96d29/aGZbKXfc4bHWjABc_Withinblogimage-1-.png 640w,\n/static/744b6f80e372843127c74c8fd70e5241/ac2a7/aGZbKXfc4bHWjABc_Withinblogimage-1-.png 1280w,\n/static/744b6f80e372843127c74c8fd70e5241/cfd9e/aGZbKXfc4bHWjABc_Withinblogimage-1-.png 1600w","srcWebp":"/static/744b6f80e372843127c74c8fd70e5241/80f20/aGZbKXfc4bHWjABc_Withinblogimage-1-.webp","srcSetWebp":"/static/744b6f80e372843127c74c8fd70e5241/c172f/aGZbKXfc4bHWjABc_Withinblogimage-1-.webp 320w,\n/static/744b6f80e372843127c74c8fd70e5241/c03cf/aGZbKXfc4bHWjABc_Withinblogimage-1-.webp 640w,\n/static/744b6f80e372843127c74c8fd70e5241/80f20/aGZbKXfc4bHWjABc_Withinblogimage-1-.webp 1280w,\n/static/744b6f80e372843127c74c8fd70e5241/1f191/aGZbKXfc4bHWjABc_Withinblogimage-1-.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Codegarden 2025 – A developer’s playground","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What happens when the world’s most passionate Umbraco minds get together in the middle of summer in Denmark? Innovation, inspiration, and a glimpse into the future of content management and AI.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I had the pleasure of attending this year’s Codegarden, a 3-day tech and innovation extravaganza. This year it marked 20 years of Umbraco and brought together developers, digital experts, and technical leaders from around the world.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As Platinum Partners, we also joined the Umbraco Business Summit prior to the main event, where we received exclusive insights into the platform’s commercial strategy, platform roadmap and partner collaboration.","spans":[{"start":3,"end":20,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/partners/umbraco","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Overall, Codegarden 2025 showcased how Umbraco is levelling up into a more powerful and mature CMS, well-suited for clients with increasingly complex requirements. Marking a significant step in Umbraco’s evolution, opening the door to more sophisticated use cases while retaining the flexibility and editor experience it’s always been known for.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here’s a breakdown of the most exciting technical developments I took away from the event:","spans":[],"direction":"ltr"},{"type":"heading2","text":"Umbraco Compose","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Over recent years, the digital landscape has seen a strong shift toward headless solutions within a composable architecture, and for good reason. These approaches offer clear advantages over larger, complex monolithic solutions – such as performance, scalability and the ability to adapt quickly to changing customer needs.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But, as adoption has grown, so too have the challenges. It was suggested there’s been a rise in “composable regret” - or “MACHlash”. Many organisations are now finding themselves tangled in overly complex, fragmented architectures with poorly connected systems and inconsistent tooling. Leading to increased management overhead, unnecessary complexity, and rising costs, therefore undermining the very benefits composability promised.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The announcement of Umbraco Compose felt like a pivotal moment. Positioned as a middle ground between monolithic platforms and completed decoupled setups. Compose is designed to bring structure and clarity to composable solutions.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It is a powerful new solution for orchestrating integrations between systems and ingesting anything from any source (e.g. CMS, CRM, Commerce) in a clean, structured and scalable way. \n\nIt doesn’t just connect systems – it helps teams manage them in a way that feels purposeful and efficient. It’s a solution built with real world complexity in mind.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"With a private beta launching in Q3 2025 with a full release in early 2026, Compose is shaping up to be one of the most impactful additions to the Umbraco ecosystems in years. We’re excited to get hands-on with it and will share our experiences as soon as we do.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Umbraco 16: Making life easier for everyone","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Umbraco 16, released just ahead of Codegarden, continues to refine the platform’s usability while introducing meaningful updates for developers and administrators. Ahead of the upcoming long-term supported release (v17), Umbraco is doubling down on accessibility , guided by the Web Content Accessibility Guidelines (WCAG). Editors will notice a calmer, more focused experience thanks to fewer popups, more consistent menu structures, and subtle UI notifications.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"On the technical side, the Rich Text Editor TinyMCE has been replaced by Tiptap; a modern, extensible rich text editor that offers a cleaner interface and drag-and-drop toolbar customisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Another standout feature is the introduction of Property-Level Permissions, which allows the administrative ability to control the visibility and editior rights for content editors and granular level. This enables more sophisticated role-based editing, supporting complex approval workflows, and helps meet regulatory compliance requirements. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"AI in action","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI is no longer a futuristic concept. It’s already transforming how we manage content. According to Forrester 26% of CMS users were already using Gen AI features in 2024, and that number is only growing. At Codegarden, several updates demonstrate how Umbraco is embracing this shift.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One of the standout innovations was the Umbraco MCP Server – an officially supported, open-source tool that connects AI clients to Umbraco using the Model Context Protocol (MCP). This protocol acts as a bridge between large language models (LLMs) and the CMS, enabling AI agents to perform real actions on behalf of users. Rather than just suggesting content, these agents can now create, update, and manage content directly with the Umbraco back-office, all using prompts. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Another forward-looking concept was Web AI, which shifts AI processing from the cloud to the client side. By leveraging on-device hardware - GPU, CPU, and Neural Processing Unites (NPUs) – Web AI enables advanced tasks like image recognition and natural language processing to run locally. This approach offers benefits such as enhanced privacy, zero latency, and offline capability, all while reducing reliance on cloud infrastructure. While this tech is still in the experimental stage, the potential for Web AI to reshape digital experiences is clear.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Finally, a thought-provoking talk on sustainable AI reminded us that while AI unlocks new capabilities, we must not forget the environmental impact. As energy demands rise, developers and organisations must consider the invisible impact of AI usage, and adopt more responsible, efficient practices as the technology matures.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Umbraco cloud roadmap: looking ahead ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Umbraco HQ shared a forward-looking roadmap for Umbraco Cloud, with a clear focus on giving developers and administrators greater visibility, control, and performance. A key theme was observability which will allow teams to monitor how the underlying infrastructure is performing. This includes request analytics via Cloudflare, bridging the gap between traditional SaaS offerings and fully hosted environments.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"On the security front, security posture will be improved by phasing out support for outdated protocols (anything below TLS 1.2), providing self-service WAF configuration, enhanced DDoS detection and OpenID Connect integrations for external identity providers.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Performance and scalability are also being addressed through the rollout of dedicated database servers, load balancing in the back office, and structured maintenance windows for more predicable deployments. To mitigate the impact of “noisy neighbours”, affected sites will be migrated to isolated environments, ensuring more stable performance.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Crucially, the direction of travel is moving towards providing greater control via a single-entry point for managing all Umbraco services - making it easier for agencies and clients to manage projects more efficiently, including centralised subscription & licence management.","spans":[{"start":71,"end":78,"type":"strong"},{"start":85,"end":103,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Partner support: better tools for better builds","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As Platinum Partners, we now have direct access to second-level Umbraco engineers, significantly improving our ability to troubleshoot complex issues, validate architectural decisions, and accelerate delivery for client projects. In addition, Umbraco has launched new sales enablement training, designed to help agencies better articulate the platform’s value proposition.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Due to high demand, Umbraco is expanding its Extended Long-Term Support (XLTS) offering for versions 7 and 8. All future LTS releases will now be eligible for up to two additional years of support, extending the total support window to five years.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Final thoughts: a CMS that grows with you","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The web content tech space is growing rapidly. 13.5% year-on-year through to 2027, outpacing the broader software market.  And Umbraco is clearly not standing still.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This year’s announcements made that clear:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Umbraco Compose is addressing the complexity of modern architectures with a more structured, scalable approach to composability.","spans":[],"direction":"ltr"},{"type":"list-item","text":"AI integrations are moving beyond novelty, enabling real-time content creation and automation through tools like MCP Server and Web AI.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cloud enhancements are giving teams deeper observability, strong security, and more control over performance and deployment.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Whether you’re a developer, a digital strategist, or a content editor, Umbraco is positioning itself as a CMS that’s not just keeping up but helping you stay ahead.","spans":[],"direction":"ltr"},{"type":"heading2","text":"If you want a helping hand","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to understanding or implement Umbraco solutions, we’re here. Get in touch, we can get you going on the right path.","spans":[{"start":75,"end":88,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":" ","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"codegarden-2025-the-ultimate-developers-playground"}}},{"node":{"article_type":"Tech","title":[{"type":"heading1","text":"Hacking GenAI: from ideas to organisational impact","spans":[{"start":20,"end":25,"type":"strong"},{"start":29,"end":50,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"How can Gen AI expedite organisational innovation? We hung out with our clients at STEM for a day to put some ideas into hyperdrive. Read on to find out how it went. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director","profile_picture":null},"published":"2025-04-09","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/0585ab3064e67f6895ae969dc457099e/ea5de/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png","srcSet":"/static/0585ab3064e67f6895ae969dc457099e/6b0e5/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 200w,\n/static/0585ab3064e67f6895ae969dc457099e/a489e/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 400w,\n/static/0585ab3064e67f6895ae969dc457099e/ea5de/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 800w,\n/static/0585ab3064e67f6895ae969dc457099e/b36f0/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 1200w,\n/static/0585ab3064e67f6895ae969dc457099e/cfd9e/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 1600w,\n/static/0585ab3064e67f6895ae969dc457099e/96abc/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.png 1808w","srcWebp":"/static/0585ab3064e67f6895ae969dc457099e/0c129/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp","srcSetWebp":"/static/0585ab3064e67f6895ae969dc457099e/0e93d/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 200w,\n/static/0585ab3064e67f6895ae969dc457099e/2259f/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 400w,\n/static/0585ab3064e67f6895ae969dc457099e/0c129/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 800w,\n/static/0585ab3064e67f6895ae969dc457099e/45222/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 1200w,\n/static/0585ab3064e67f6895ae969dc457099e/1f191/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 1600w,\n/static/0585ab3064e67f6895ae969dc457099e/70720/Z_zdFevxEdbNO_6S_BLOGHEADERS1808x1016px-20-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"hacking-genai-from-ideas-to-organisational-impact"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Boost Conversions And Cut Emissions Through Smarter Design","spans":[{"start":0,"end":5,"type":"strong"},{"start":23,"end":25,"type":"strong"},{"start":43,"end":51,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Did you know that the colour blue uses 25% more power on screen than red? Good to know, right? This blog is part 2-part of our our sustainability series. Design smart, see the benefits. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"article_type":"Tech","published":"2025-03-26","link":{"uid":"increase-conversions-and-decrease-emissions-design"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-and-decrease-emissions-design"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Ross Gratton","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":38,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Click through to read all about Ross Gratton, our new Head of Engineering! What does The Shawshank Redemption have to do with engineering you ask? You'll have to read on to find out. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"article_type":"News","published":"2025-03-17","link":{"uid":"great-people-introducing-ross-gratton"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"_meta":{"uid":"great-people-introducing-ross-gratton"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Recently, myself and Harry (one of our Senior Account Directors) travelled up to York to visit our clients at STEM Learning. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The reason was an exciting one. We'd be attending a hackathon along with their other digital partner, AWS, to explore how STEM could harness the power of Generative AI (GenAI) to improve problem areas, optimise efficiency and enhance the commercial offering across their organisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We started working with STEM Learning in January 2024 with the ambition to accelerate their digital maturity by significantly transforming their digital ecosystem. We're all about collaboration, coming up with new ideas and adding value through digital acceleration - and a hackathon is a perfect blend of all of these things.","spans":[],"direction":"ltr"},{"type":"heading2","text":"But... what is a hackathon?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you don’t know what a hackathon is, it’s when a group of multi-skilled stakeholders get together for a condensed working session. Working through from ideation, to solution, test and build. The idea is you leave with an understanding of whether a solution is viable and should be taken forwards into further development.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Fuelled by excitement and award-winning carrot cake, even some bad weather and loss of internet connection couldn’t stop us. It was extremely insightful and there were several learnings that I personally took away around it that I wanted to share around what to consider when implementing AI from ideation to productisation.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What is GenAI (and what it is not)? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You've likely been living under a rock if you've not heard of GenAI by now, but just to cover all baes... GenAI is the tech that's quietly revolutionising everything from art to customer service. It refers to AI models that create content like text, images, audio or video and can be used in a diverse range of applications.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, before you start thinking about how you could use it, it is good to understand what it can do and what it can’t. GenAI excels at creating realistic, context-aware content like text, images but lacks deep reasoning or true understanding; it’s a powerful tool for automation and creativity, but not a replacement for human judgment or expertise.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But why were STEM Learning invested in understanding more about GenAI? One of the things they wanted to understand is how the ways in it could support the CPD (continued professional development) for teachers. Could it help speed up the development of new course structures based on existing materials? What about teaching materials? Could GenAI play a role in creating high quality teaching CPD content, at pace, and find new ways to help deepen students’ knowledge of STEM subjects? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"During the hackathon, we went through some typical use cases for GenAI. Including, content generation (e.g., creating blog articles or educational materials), summarisation to extract key points and metadata for enhancing the accessibility of legacy content, improving search by interpreting diverse data to deliver accurate insights from unstructured sources, and enhancing productivity through automation across tasks such as coding and business intelligence.\n\nKey takeaway : GenAI's real power doesn’t just lie in what it creates, but also how it can inspire new ways to solve problems, making hackathons the perfect environment to explore its potential and push the boundaries of its capabilities through rapid experimentation and innovation.","spans":[{"start":463,"end":478,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Where do you start?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The short answer to this question is not with the technology. There is always a temptation to get your hands on the tools and start tinkering. Whilst this is great for getting to grips with the tooling and its general capabilities, you should first identify the problem you are trying to solve and then explore how GenAI could help.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For the team I was in at the hackathon, this involved lots of collaborative discussions around a specific use case, writing on whiteboards and flip charts, and an application walkthrough with an internal subject matter expert to understand the broader context of the problem(s) that currently exist, then narrowing it down to a specific problem area and exploring potential solution’s around it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: Once you have a potential use case for GenAI, start by focusing in on a small discrete task and use a subset of available data to prove the concept, learn from the results, refine, and iterate to improve.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Rapid and accessible prototyping","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve generated some ideas that address key pain points, the next step is to validate these ideas quickly. Having a toolset that will enable you to quickly create a proof of concept is essential, especially under the time constraints of a hackathon. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"An example is AWS PartyRock, a user-friendly, low/no-code tool which we were provided access to at the hackathon. It is underpinned by Amazon Bedrock, a fully managed AWS service that provides access to various foundation models (FMs), including Large Language Models (LLMs), through a common API. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"PartyRock provided us with the ability to privately upload the publicly available data we had into the Model and create prompts to guide the models to deliver accurate and contextually relevant outputs as either text, image or chatbot.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Using these types of tools lowers the barrier to entry, enabling teams to rapidly create prototypes using intuitive and easy-to-use user interfaces without requiring any programming experience and the underlying infrastructure or APIs are all taken care of.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: using a series of focused prompts with concrete instructions will produce more accurate results than a single larger, more complex one.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Great idea. Concept validated. What’s next? ","spans":[{"start":43,"end":44,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Implementing GenAI applications into production requires comprehensive and careful planning and execution. And there is a lot to consider.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Begin by establishing a clear AI strategy that outlines how GenAI will be utilised across your organisation. This should identify business objectives, address key pain points, highlight opportunities for added value, and ensure alignment among all stakeholders including technical teams, business leaders, and end users on its implementation, application, and usage.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Developing an integration plan is also critical so that GenAI can be seamlessly embedded into existing workflows, tools, and processes for maximum impact. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The plan must ensure AI applications are ethical, secure, and scalable, with other key considerations such as observability, controllability, fairness, transparency, and sustainability included.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Key takeaway: whilst defining the AI strategy, starting with an internal pilot can be a practical first step to validate use cases, refine ideas, and assess feasibility before scaling up.","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Bonus top tip: struggling to get started with ideas on how GenAI could help – try asking GenAI!","spans":[{"start":0,"end":14,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The hackathon was a success and is a great approach to getting started with under understanding how GenAI could help your organisation. If you would like help facilitating an internal Hackathon or guidance on defining an AI strategy, then drop us a line gary.trimnell@greatstate.co. ","spans":[{"start":254,"end":281,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:gary.trimnell@greatstate.co","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"hacking-genai-from-ideas-to-organisational-impact"}}},{"node":{"article_type":"Tech","title":[{"type":"heading1","text":"Boost Conversions And Cut Emissions Through Smarter Design","spans":[{"start":0,"end":5,"type":"strong"},{"start":23,"end":25,"type":"strong"},{"start":43,"end":51,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Did you know that the colour blue uses 25% more power on screen than red? Good to know, right? This blog is part 2-part of our our sustainability series. Design smart, see the benefits. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Boost Conversions, Cut Emissions: Smart Design","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director","profile_picture":null},"published":"2025-03-26","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/5831cccb0f41807391a3809fdd943ba5/ea5de/Z-QJGXdAxsiBv7fx_delve3.png","srcSet":"/static/5831cccb0f41807391a3809fdd943ba5/6b0e5/Z-QJGXdAxsiBv7fx_delve3.png 200w,\n/static/5831cccb0f41807391a3809fdd943ba5/a489e/Z-QJGXdAxsiBv7fx_delve3.png 400w,\n/static/5831cccb0f41807391a3809fdd943ba5/ea5de/Z-QJGXdAxsiBv7fx_delve3.png 800w,\n/static/5831cccb0f41807391a3809fdd943ba5/b36f0/Z-QJGXdAxsiBv7fx_delve3.png 1200w,\n/static/5831cccb0f41807391a3809fdd943ba5/cfd9e/Z-QJGXdAxsiBv7fx_delve3.png 1600w,\n/static/5831cccb0f41807391a3809fdd943ba5/96abc/Z-QJGXdAxsiBv7fx_delve3.png 1808w","srcWebp":"/static/5831cccb0f41807391a3809fdd943ba5/0c129/Z-QJGXdAxsiBv7fx_delve3.webp","srcSetWebp":"/static/5831cccb0f41807391a3809fdd943ba5/0e93d/Z-QJGXdAxsiBv7fx_delve3.webp 200w,\n/static/5831cccb0f41807391a3809fdd943ba5/2259f/Z-QJGXdAxsiBv7fx_delve3.webp 400w,\n/static/5831cccb0f41807391a3809fdd943ba5/0c129/Z-QJGXdAxsiBv7fx_delve3.webp 800w,\n/static/5831cccb0f41807391a3809fdd943ba5/45222/Z-QJGXdAxsiBv7fx_delve3.webp 1200w,\n/static/5831cccb0f41807391a3809fdd943ba5/1f191/Z-QJGXdAxsiBv7fx_delve3.webp 1600w,\n/static/5831cccb0f41807391a3809fdd943ba5/70720/Z-QJGXdAxsiBv7fx_delve3.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"increase-conversions-and-decrease-emissions-design"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Matt Powell","spans":[{"start":0,"end":37,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Matt is Creative Director at Great State. That means he's responsible for driving not only creative excellence but also baking innovation and experimentation into our work. He and his talented team of creatives don't just hit the brief, they deliver work that goes beyond expectations of what our clients thought possible. So, meet Matt! You won't be disappointed. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/88a0f4ca-1066-413d-932e-79ed97df97ea_Matt+P+blog+header.jpg?auto=compress,format"},"article_type":"News","published":"2023-07-04","link":{"uid":"great-people-introducing-matt-powell"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/88a0f4ca-1066-413d-932e-79ed97df97ea_Matt+P+blog+header.jpg?auto=compress,format"},"_meta":{"uid":"great-people-introducing-matt-powell"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Brandification not blandification","spans":[{"start":0,"end":33,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"UX design functionality is becoming a dead end for brands and platforms seeking to differentiate as being told exactly how to design something doesn’t leave much room for creative expression – so how can brands still create competitive advantages through intelligent design?","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/27906c99-f009-46b6-aafe-49c85a36b007_Two+doggoes.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-01-26","link":{"uid":"brandification-not-blandification---why-brands-need"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/27906c99-f009-46b6-aafe-49c85a36b007_Two+doggoes.jpg?auto=compress,format"},"_meta":{"uid":"brandification-not-blandification---why-brands-need"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"As of today, 5.5 billion people use the internet. 1 billion more than this time last year.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s a fair number of click, likes, and shares happening every day. But as we become more connected around the world, the sustainability of the planet pays a price.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Due to the proliferation of connected devices and global population growth, personal usage of the internet has doubled since 2010. And the resulting stats are staggering. Digital technology now accounts for 4% of the global carbon emissions – more than international air travel. The average search query emits 1.45g of carbon dioxide. And in 2018, Google alone used the equivalent of a quarter of New Zealand’s annual energy consumption – using 10 terawatt hours of electricity and emitting over 4 million tons of CO2.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As a digital agency, we’re no stranger to this discussion. And we believe in leading the way when it comes to digital customer experiences. Today, customers care more than ever about carbon responsibility and emissions, with 21% of Brits favouring products or services that favour sustainability (YouGov, 2024). ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This blog explores the hidden ways in which clients can both increase conversions and decrease emissions. And when it comes to sustainable web development, there are 2 key factors to consider: Technology, and Design.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How design affects sustainability","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Video, colour, and text all add to your site’s carbon footprint. So, the simpler your web design, the better. Not only does it help reduce carbon emissions; it also improves the overall customer experience. It’s easy to assume that every user is on the latest mobile phone, in a relaxed state of mind, with perfect eyesight to boot. But when we design with assumption, a degree of privilege creeps in. Sustainable web design pushes us to make equitable experiences. When you simplify and standardise your design, inclusivity gets baked into the customer experience.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Reduce bloat, not your brand","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You may be thinking, “Does this mean my site needs to be boring and grey?” To which we say, “absolutely not.” Change doesn’t have to be plain. When designing websites with sustainability in mind, it’s important to consider how to keep your design elements compact, concise, and clear. Reducing real estate and information processing will take you a long way. Let your brand shine with things like typography and illustration and consider losing heavy elements like videos and auto-play features.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Adopt a style guide","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Design systems, though extensive, require a lot more from the internet than a style guide in PDF format. Style guides are particularly useful as they provide a highly consistent and reliable resource for front-end development, driving efficiency and protecting your accessibility and inclusivity standards. They also allow for faster prototyping and testing with real users, leading to user-centred outcomes, and reduce the use of ‘plaster’ solutions like pop-ups and other hacks that slow users down.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Colour me sustainable","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Your brand palette may actually be using too much power. We know. It’s a hard pill to swallow, but equally important to recognise. The screen is one of the biggest drains on a device’s battery power. To help reduce energy consumption, consider black for your background. It uses the least amount of power on the colour spectrum – unlike white, which uses the most. The colours in between also have an effect: with blue using 25% more power than green or red. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Weigh up those fonts","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Custom fonts. We love ‘em. But – they ask a lot from your website. Every custom font means extra code. If you’re using anything other than system fonts – like Arial or Roboto, for example – your website will find itself under a bit of pressure. Commonly, one font file can weigh 200kb. But multiply 2/3 of your fonts by light, roman, bold, italics and so much more, and you have a recipe for increased energy usage. While branding is undoubtedly important, consider a system font for body text.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Curb your content","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Reducing bloat on your website isn’t just about the veneer. Content also plays a big role. Regularly reviewing and removing out-dated visual and copy content keeps your website relevant to customers and optimises your site for search engines. And while images are the most popular resource type on the web – making up 50% of the average web page size – they require a lot of power and processing. Consider ways to keep your copy and visual content concise to reduce scrolling and still honour your brand.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Do the bare minimum","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It’s better for the planet. Adopt “lazy loading” wherever you can. Think images, video, content, and code. When you reduce the weight of your website a few amazing things happen. Firstly, your pages load faster. Faster loading equals less energy used; less energy used equals increased sustainability! Secondly, you remove the unnecessary burden on your users by presenting them only with the things they need. And lastly, though no less important, you make it easier for your pages to cache in a CDN. It’s a win-win-win situation.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Watch the webinar","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’re excited about sustainable web design and want in-depth insight from some of our in-house experts, follow along with our Delve series. Led by our Great State team members, we share the latest insights and guidance from the world of digital and tech to keep your customer experiences ahead of the curve. Ready to learn more about Sustainable Web Design? Watch the webinar here.","spans":[{"start":380,"end":384,"type":"hyperlink","data":{"link_type":"Web","url":"https://vimeo.com/manage/videos/923416304","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"increase-conversions-and-decrease-emissions-design"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"Great People: Introducing Ross Gratton","spans":[{"start":6,"end":14,"type":"strong"},{"start":26,"end":38,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Click through to read all about Ross Gratton, our new Head of Engineering! What does The Shawshank Redemption have to do with engineering you ask? You'll have to read on to find out. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-03-17","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/88913d44c6ed72aa9786dda9c7c129c2/ea5de/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png","srcSet":"/static/88913d44c6ed72aa9786dda9c7c129c2/6b0e5/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 200w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/a489e/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 400w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/ea5de/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 800w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/b36f0/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 1200w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/cfd9e/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 1600w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/96abc/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.png 1808w","srcWebp":"/static/88913d44c6ed72aa9786dda9c7c129c2/0c129/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp","srcSetWebp":"/static/88913d44c6ed72aa9786dda9c7c129c2/0e93d/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 200w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/2259f/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 400w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/0c129/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 800w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/45222/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 1200w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/1f191/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 1600w,\n/static/88913d44c6ed72aa9786dda9c7c129c2/70720/Z9RPgDiBA97GigKa_GreatPeopleblogheaders-3-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"great-people-introducing-ross-gratton"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How to create and integrate an accessibility agenda","spans":[{"start":7,"end":13,"type":"strong"},{"start":18,"end":27,"type":"strong"},{"start":31,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"For a website to meet the demands of its existing and potential customers, it must cater to any access need. Today, over 70% of UK based websites don't do that. Read on to find out what you can do. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Katie Bird","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png?auto=format,compress"},"article_type":"Opinion","published":"2024-09-24","link":{"uid":"how-to-create-and-integrate-an-accessibility-agenda"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png?auto=format,compress"},"_meta":{"uid":"how-to-create-and-integrate-an-accessibility-agenda"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"A drum roll please for our latest Great State debut... introducing Ross Gratton, our new Head of Engineering! ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In this quick fire introduction he's managed to expertly weave in not one, but two film references. What does the Shawshank Redemption have to do with quality technical engineering you ask? You'll have to read on to find out. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Who are you and what do you do?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I'm Ross, I'm Head of Engineering here at Great State. My role is to help the agency to conceive, create and deliver fantastic digital experiences to the highest standards of quality and technical excellence. That's pretty lofty, strong focus should be on the word help, GS has a wonderfully skilled and talented engineering team, my role is a lot to do with supporting and guiding that team to do the best possible work they can.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How did you get to be here?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"\"I ran clear across Alabama ... I just kept going\".","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I've been in the web development industry for approx. 20 years professionally, longer if you count staying up all night listening to Propellerheads writing HTML in my bedroom.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Like most of my vintage in this industry I've experienced and worked through huge shifts and advancements in technologies and possibilities. This forced a need to continually learn, initially that learning was always across technologies, as my career advanced, I found real pleasure and purpose in working and problem solving with people as well as technologies. I applied the student mindset to becoming a manager and a leader.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Throughout my career I've ridden a wave of equal parts luck and hard work to join and work with wonderful agencies, companies and brands across many sectors and geographies, I like to call it “Forest Gumping”. Unlike Forest however my latest adventure isn't in a national \"Ping Pong\" team or the Vietnam War, it's here, with the talented and driven people of Great State.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What are you excited to get started working on?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We've got some fantastic projects happening currently in the digital experience space, that I'm really excited to be working on, but over and above that being reasonably new to the company I'm still building relationships with the immediate and wider teams and getting to grips with our processes, finding places where I can bring some of my experiences into what we already do so well and contribute to the ever increasing standards that we hold ourselves to. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"How do you know when you’ve produced something great?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Time, I think that only becomes known in time. You can get a good feeling for having done a good job, having maxed out your skills and pushed through challenges to have produced something you feel is a good representation for what you're capable of. But great doesn't come from your assessment of what you've produced, it comes from how it lives and breathes, how it stands up to the rigours of what's required of it, and how it ultimately get's considered over time.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take for example the film Shawshank Redemption, I believe this is perhaps the most rolled out example of this, not a commercial or critical success in theatres or the eyes of critics on release. But over time, it's themes of hope, redemption, friendship, coupled with the historic performances and chemistry of Morgan Freeman and Tim Robins have landed it as a stalwart in the conversation of best movie of all time. Simply put, it's great!","spans":[],"direction":"ltr"},{"type":"heading2","text":"Outside of work, what excites you?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Honestly, a quiet morning actually getting to finish a coffee. I have 5 year old twins, finding time for myself is a challenge. Before children and covid (probably an excuse) I was pretty active, I'm excited to get my fitness back, I've just started playing Padel (who hasn't), I get excited when I get a chance to go and play.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Motorcycles and Cars, a bit cliche but there you go, I've always ridden motorcycles and managed to build one during covid. A Sunday isn't complete without the background hum of F1 or MotoGP.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I realise that is all rather analogue for someone working in tech, of course this industry excites me, that's why I work in it, but I think that's the point, balance and switching off from tech / work is important.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What is the future of tech looking like to you?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That's a broad question, I think the only thing we can say for sure is not what it looks like now. Obviously, there are those two weighty letters A.I, with my level of insight it's impossible to predict where that goes, but I do think that there's a progression pattern we can follow and apply to AI to see a future in some more specific areas.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Taking development / coding, we can apply some logic to suggest a certain future, not certain or wholistic, but as aspect. Here goes;","spans":[],"direction":"ltr"},{"type":"list-item","text":"Developers are curious, they build and they look for efficiencies.","spans":[],"direction":"ltr"},{"type":"list-item","text":"This trait has led to a demonstrable trend towards building tools. We once wrote code to build a product, now we write code to build tools and use tools to build products.","spans":[],"direction":"ltr"},{"type":"list-item","text":"This trend will continue, and we're already seeing these tools taking advantage of AI.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Now permit me a little leap, this is logic mixed with imagination. The fastest way to communicate is spoken word (unless we ramble or have a particularly hard to understand accent, I'm looking at you Bristol), however the density, complexity and nuance of spoken language doesn't, or hasn't, been a good fit for the structured, binary world of programming.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Fire up the theme music, hit the pyro and enter AI. We have seen what AI can do for distilling and making sense of language, we've also seen what it can do in generating code. These capabilities will continue to improve, I see a future where the speed of our spoken language, coupled with the increasing capability of AI, and the desire for developers to build tools, coalesces in what I'm going to call \"Speak and Tweak\" programming, mark the date, I coined that, I'm claiming it! Or perhaps less quirkily Natural Language Programming.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Don't ask me what it looks like, that's beyond my puny intellect, but just watch!","spans":[],"direction":"ltr"},{"type":"heading2","text":"Ask a question back. What do you want to know?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Why do so many ugly cars get made?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Want to chat all thing car, film and tech with Ross? Don't blame you. Ping him a message at ross.gratton@greatstate.co. ","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"great-people-introducing-ross-gratton"}}},{"node":{"article_type":"News","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-03-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/ff3f889c7c8b4e443908442d9a4d4910/ea5de/Z8WIIRsAHJWomDBn_Group14859.png","srcSet":"/static/ff3f889c7c8b4e443908442d9a4d4910/6b0e5/Z8WIIRsAHJWomDBn_Group14859.png 200w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/a489e/Z8WIIRsAHJWomDBn_Group14859.png 400w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/ea5de/Z8WIIRsAHJWomDBn_Group14859.png 800w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/b36f0/Z8WIIRsAHJWomDBn_Group14859.png 1200w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/cfd9e/Z8WIIRsAHJWomDBn_Group14859.png 1600w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/96abc/Z8WIIRsAHJWomDBn_Group14859.png 1808w","srcWebp":"/static/ff3f889c7c8b4e443908442d9a4d4910/0c129/Z8WIIRsAHJWomDBn_Group14859.webp","srcSetWebp":"/static/ff3f889c7c8b4e443908442d9a4d4910/0e93d/Z8WIIRsAHJWomDBn_Group14859.webp 200w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/2259f/Z8WIIRsAHJWomDBn_Group14859.webp 400w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/0c129/Z8WIIRsAHJWomDBn_Group14859.webp 800w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/45222/Z8WIIRsAHJWomDBn_Group14859.webp 1200w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/1f191/Z8WIIRsAHJWomDBn_Group14859.webp 1600w,\n/static/ff3f889c7c8b4e443908442d9a4d4910/70720/Z8WIIRsAHJWomDBn_Group14859.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"new-collaboration-great-state-and-rhp-group"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and Longleat Safari Park","spans":[{"start":4,"end":19,"type":"strong"},{"start":35,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Longleat has selected us as their strategic digital partner! We're going to create an immersive digital experience as unique as a day out at their world-famous park. Read more here. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z1xE85bqstJ98ews_Longleat_1808x1016.jpg?auto=format,compress"},"article_type":"News","published":"2024-12-17","link":{"uid":"new-collaboration-great-state-and-longleat"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z1xE85bqstJ98ews_Longleat_1808x1016.jpg?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-longleat"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and the RNLI","spans":[{"start":4,"end":17,"type":"strong"},{"start":19,"end":30,"type":"strong"},{"start":38,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"It's with great pride we can announce that the Royal National Lifeboat Institution (RNLI) has appointed us as their new strategic digital agency at an exciting time in their 200 year history! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"article_type":"News","published":"2024-10-31","link":{"uid":"new-collaboration-great-state-and-the-rnli"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyI20q8jQArT0Bgz_BLOGHEADERS1808x1016px-16-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-the-rnli"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and Cox Automotive","spans":[{"start":0,"end":4,"type":"strong"},{"start":17,"end":31,"type":"strong"},{"start":34,"end":49,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We're proud to be partnering with Cox Automotive to define, design and embed a new brand DNA across their complex European digital ecosystem. Read more here!","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZumjcrVsGrYSvdM0_BLOGHEADERS1808x1016px-12-.png?auto=format,compress"},"article_type":"News","published":"2024-09-18","link":{"uid":"new-collaboration-great-state-and-cox-automotive"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZumjcrVsGrYSvdM0_BLOGHEADERS1808x1016px-12-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-cox-automotive"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"After four brilliant years of on-going collaboration with RHP Group we are happy to announce that we’ve been successful in our pitch to support them in the next phase of work in their transformation roadmap.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"RHP provide over 11,000 homes for social rent and shared ownership for a diverse group of people across South-West London.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We’re reimagining RHP’s website to deliver an inclusive, sustainable, and empowering digital experience. By focusing on evolving customer needs, we’ll enhance their journey through cutting-edge digital design.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The new website, driven by RHP’s mission to “[open] the door to life’s opportunities,” will be streamlined and wholly supportive. Inclusive design principles will be baked in from the ground up, reducing stress in user journeys and providing the right information, in the right way and at the right time.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our work will see the RHP website become the preferred digital tool of customers – addressing crucial needs and significantly reducing pressures on in-person teams and direct channels, like email and phone. We’ve already hit the ground running and we’re loving helping RHP’s customer group get back to focussing on all life has to offer.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Powered by the adaptable and flexible Umbraco Heartcore platform, RHP wants to ensure that its customers can easily self-serve around the clock, easily accessing the support they need to manage their homes through efficient, robust and secure digital pathways.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Ben Murphy, Client Services Director at Great State","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“Projects like this allow us to make a tangible and positive impact on peoples’ lives and it’s a privilege to be able to play a key role in RHP’s digital evolution; strengthening and widening the crucial role they play in for their diverse audience in Southwest London” – Ben Murphy, Client Services Director at Great State","spans":[],"direction":"ltr"},{"type":"heading2","text":"Gareth Levingston, Head of Technology at RHP Group","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We can’t wait for Great State to get started on this next phase of our digital vision. Over the years they’ve built a deep understanding of our needs as an organisation and the needs of our service users. We’re excited to see how they will transform not only the experience of our digital estate for our diverse audience groups whilst future-proofing RHPs website for generations to come.”   ","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}},{"node":{"article_type":"Tech","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering","profile_picture":null},"published":"2025-02-26","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/aa0e7712b096ddbb67dbb26fd40d9480/ea5de/Z8cjiBsAHJWomGrE_BLOG3.png","srcSet":"/static/aa0e7712b096ddbb67dbb26fd40d9480/6b0e5/Z8cjiBsAHJWomGrE_BLOG3.png 200w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/a489e/Z8cjiBsAHJWomGrE_BLOG3.png 400w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/ea5de/Z8cjiBsAHJWomGrE_BLOG3.png 800w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/b36f0/Z8cjiBsAHJWomGrE_BLOG3.png 1200w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/cfd9e/Z8cjiBsAHJWomGrE_BLOG3.png 1600w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/96abc/Z8cjiBsAHJWomGrE_BLOG3.png 1808w","srcWebp":"/static/aa0e7712b096ddbb67dbb26fd40d9480/0c129/Z8cjiBsAHJWomGrE_BLOG3.webp","srcSetWebp":"/static/aa0e7712b096ddbb67dbb26fd40d9480/0e93d/Z8cjiBsAHJWomGrE_BLOG3.webp 200w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/2259f/Z8cjiBsAHJWomGrE_BLOG3.webp 400w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/0c129/Z8cjiBsAHJWomGrE_BLOG3.webp 800w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/45222/Z8cjiBsAHJWomGrE_BLOG3.webp 1200w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/1f191/Z8cjiBsAHJWomGrE_BLOG3.webp 1600w,\n/static/aa0e7712b096ddbb67dbb26fd40d9480/70720/Z8cjiBsAHJWomGrE_BLOG3.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"increase-conversions-decrease-conversionstech"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Curb your Co2 emissions with streamlined UX","spans":[{"start":0,"end":43,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Digital is embedded in almost every facet of our daily lives. Processes once run using physical materials are increasingly delivered digitally and given the scale of use, small changes to how we design experiences can make a big difference to energy consumption. Read on. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1652720a-2d57-4f3a-be06-aae9d2acc4ce_Sockets+etc.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-02-15","link":{"uid":"streamlining-ux-to-curb-co2-emission"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1652720a-2d57-4f3a-be06-aae9d2acc4ce_Sockets+etc.jpg?auto=compress,format"},"_meta":{"uid":"streamlining-ux-to-curb-co2-emission"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Sitecore XM Cloud Series: Building the business case","spans":[{"start":0,"end":56,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"This article is the first in a series that seeks to provide answers and guidance when embarking on a move to Sitecore XM Cloud, and to start with, Technical Director Gary, is looking at some of the key benefits and strategic considerations of migrating. Let's get into it. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/bacec48a-7814-4a0c-b8e6-1d6cf075eaea_buildingabusinesscase.png?auto=compress,format"},"article_type":"Tech","published":"2024-02-20","link":{"uid":"building-the-business-case-for-sitecore-xm-cloud"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/bacec48a-7814-4a0c-b8e6-1d6cf075eaea_buildingabusinesscase.png?auto=compress,format"},"_meta":{"uid":"building-the-business-case-for-sitecore-xm-cloud"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Reduce, re-use and re-write your code  ","spans":[{"start":0,"end":39,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Slowly but (hopefully) surely, the world seems to be waking up to the looming climate crisis. What role can software engineering and related disciplines play in this global effort?","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"James Hobbs","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c5e5112a-cec2-4a42-b75e-1b88e381e047_treeeeeees.png?auto=compress,format"},"article_type":"Tech","published":"2022-04-22","link":{"uid":"eco-friendly-software-engineering"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c5e5112a-cec2-4a42-b75e-1b88e381e047_treeeeeees.png?auto=compress,format"},"_meta":{"uid":"eco-friendly-software-engineering"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Accessibility was once a niche consideration in the world of web development.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Today, it’s a cornerstone of inclusive web design – one that over 5.5 billion people worldwide benefit from. Yes, over five and a half billion people use the internet worldwide. An immense feat of human innovation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But it’s a figure that comes with a hefty price tag.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Digital technology now accounts for 4% of global carbon emissions, meaning the internet is now the single most polluting machine in the world.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is where sustainable web design plays a key role, and organisations must now lead the way.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Getting to grips with CSRD","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Corporate Sustainability Reporting Directive (CSRD) - an EU-wide reporting requirement that affects 50,000 large-scale companies introduced in January 2024, now requires organisations to report on their digital footprint from January 2025.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The CSRD also applies to UK organisations doing business in the EU, specifically organisations that have:","spans":[],"direction":"ltr"},{"type":"list-item","text":"250+ employees in EU subsidiaries","spans":[],"direction":"ltr"},{"type":"list-item","text":"€40M+ revenue in the EU","spans":[],"direction":"ltr"},{"type":"list-item","text":"Securities listed on EU regulated markets","spans":[],"direction":"ltr"},{"type":"paragraph","text":"New initiatives are being introduced to help businesses implement this mandatory requirement.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Worldwide Web Consortium (publishers of the official accessibility standards) published WSG 1.0, the first draft of its Web Sustainability Guidelines. It encourages user-centred design, performant web development, renewable infrastructure, and sustainable business strategy.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is in addition to the Government Digital Sustainability Alliance (GDSA) - launched at COP27 to promote sustainable data and technology across UK government and its suppliers.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Now, more than ever, positive contributions to sustainable web design can be made in collaboration with your digital partners.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Last month, we hosted our first webinar on the subject, exploring the hidden ways in which clients can both increase conversions and decrease emissions. And when it comes to sustainable web development, there are 2 key factors to consider: Technology and Design. In this blog, we’ll be exploring the role of technology.","spans":[],"direction":"ltr"},{"type":"heading3","text":"How sustainable web design benefits all","spans":[{"start":0,"end":39,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Sustainable websites are faster, more lightweight and served from locations that are near to the end user. These directly result in significant benefits like findability, improved user experience, and higher conversion. With the help of monitoring tools, you can get continuous insight and changing just a few lines of code can lead to tonnes of CO2e savings – saving you money in the process. Aligning with sustainability requirements and recommendations is good for the planet and business, positively affecting millions of people along the way.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Take advantage of the tools","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Quantifying the carbon impact of your website is now easy with a variety of new monitoring tools. The Website Carbon Calculator is based on an algorithm developed with the Green Software Foundation. It looks at the data transfer and energy intensity of your website, along with energy sources, to calculate the approximate carbon impact of a given page. This can help guide crucial decisions on design and content. And if you want to monitor the carbon intensity of your website, Grid Intensity CLI tracks the time and location of traffic to offer insight on where and when users are most active.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Hold suppliers to account","spans":[],"direction":"ltr"},{"type":"paragraph","text":"How green is your supply chain? It’s important to make sustainability part of your procurement process by asking these questions of your digital suppliers:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Can you quantify the carbon impact of your activities?","spans":[],"direction":"ltr"},{"type":"list-item","text":"What are your ongoing efforts to continually reduce your carbon impact?","spans":[],"direction":"ltr"},{"type":"list-item","text":"Where do you host your services?","spans":[],"direction":"ltr"},{"type":"list-item","text":"Do you make use of efficient modern technology, such as renewable-powered hosting; CDNs; containerisation?","spans":[],"direction":"ltr"},{"type":"list-item","text":"Are your technical teams certified in Green Software techniques?","spans":[],"direction":"ltr"},{"type":"heading3","text":"Use a CDN","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Content Delivery Networks (CDNs) serve your digital assets from locations near to your users. The advantage of this is two-fold: websites become more efficient with data now having a shorter journey, and users enjoy a better experience thanks to faster content delivery. CDNs also offer caching, enhanced security, distributed computation, and other features that result in an overall more sustainable web design.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Set your byte budget","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Page weight is measured by the kilobytes transferred over the internet when a webpage is loaded. With sustainable web design, the aim is to work out how to deliver the story with the least amount of data. It helps to compare with competitors and ask, “what would it take to be 10% better?” – but don’t let perfection hold back progress. Consider page weight before you jump into design and give yourself a budget to encourage collaboration between disciplines.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Leverage the cloud","spans":[{"start":0,"end":7,"type":"strong"},{"start":14,"end":18,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Efficiency in sustainable web design means maximising the utilisation of your hardware, and Cloud computing infrastructure is designed to do just that. Websites looking to improve sustainability in their design can benefit from the hyper-scale and huge range of services offered. Cloud providers are also taking active steps to move exclusively to renewable power – sooner, rather than later – and making commitments to future water positivity. Good for the planet and the bottom line.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Do the bare minimum","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Adopt “lazy loading” wherever you can. Think images, video, content, and code. When you reduce the weight of your website a few amazing things happen. Firstly, your pages load faster. Faster loading equals less energy used; less energy used equals increased sustainability! Secondly, you remove the unnecessary burden on your users by presenting them only with the things they need. And lastly, though no less important, you make it easier for your pages to cache in a CDN. It’s a win-win-win situation.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Watch the webinar","spans":[{"start":15,"end":17,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"If you’re excited about sustainable web design and want in-depth insight from some of our in-house experts, follow along with our Delve series. Led by our Great State team members, we share the latest insights and guidance from the world of digital and tech to keep your customer experiences ahead of the curve. Ready to learn more about Sustainable Web Design? Watch the webinar here.","spans":[{"start":380,"end":385,"type":"hyperlink","data":{"link_type":"Web","url":"https://vimeo.com/923416304?share=copy","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}}],"totalCount":194}}},"pageContext":{"isCreatedByStatefulCreatePages":true,"rootQuery":"\n  query PrismicBlogArticles {\n    prismic {\n      allBlog_pages {\n        edges {\n          node {\n            heading\n            seodescription\n            seotitle\n            mailinglist {\n              ...prismicMailingListFields\n            }\n          }\n        }\n      }\n      allBlog_articles(sortBy: published_DESC) {\n        edges {\n          node {\n            ...prismicBlogArticleFields\n          }\n        }\n        totalCount\n      }\n    }\n  }\n"}}