Revamping existing GITEX website, integrating etouches for a mobile app and developing an exhibitor management system, and all in just four months.

The Client

GITEX (Gulf Information Technology Exhibition) is an annual IT exhibition and conference. Organised and hosted by Dubai World Trade Centre, it takes place in Dubai, United Arab Emirates. Attracting local and international tech pioneers and industry visionaries, GITEX has been the Middle East’s leading IT exhibition and conference for several decades.

The Brief

DWTC required the existing GITEX website to be redesigned and redeveloped. There was a short and pre-determined timeframe for the project, which needed to deliver a user-friendly CMS and a design capable of meeting the needs and user journeys of various stakeholders.

The Challenge

The inward and outward-facing user requirements, together with the existing website infrastructure, presented a unique set of demands for the new website design and backend:

  • Simplify and shorten the user journey from 4+clicks.
  • A responsive design with SEO-optimisation built in.
  • A flexible backend that enabled content to be structured more effectively and practically for end users.
  • Create a marketing platform – powerpack – that allowed exhibitors to upload their own content without breaching any security policies. 

The Solution

Traffic Digital worked closely with DWTC throughout the project, initially identifying the objectives and users of the website, as well as the concerns relating to the existing website. We also immersed ourselves in the brand to understand how this could be factored into the overall design and user experience. From here we developed our solution:

  1. Design and Architecture: Adopting a mobile first design, we created a contemporary and dynamic design with identifiable user journeys and an easily manageable backend.

  1. The platform: Our assessment resulted in a recommendation of Umbraco. It’s the world's leading CMS for businesses, and one that we knew would effectively meet the needs of the GITEX website. Among its many features, Umbraco provides easy content and document management, file sharing, security, mobile-compatability, social communities and online support.  

  2. Marketing powerpack: A fundamental part of the website redevelopment, the marketing powerpack was hosted directly on the GITEX.com website in 2017, driving amazing SEO and traffic to the exhibitors’ pages. Through the module we created, all exhibitors were able to safely upload content, including a company profile, logos, product information, brochures and listings, press releases, images and videos.

The Results

The website was delivered on time, on brief and with clearly identifiable results:

  • Page sessions of 3.26, 18 times more than the previous website.
  • 779,769 users, 100 times more than the previous website.
  • Avg session duration of 00:03:29, 60 times more than the previous website.
  • Traffic Digital also successfully built a module enabling online content uploads from 2000+ exhibitors. 





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