Case Study: Petro-Canada

Executive Summary

During our over 8-year relationship with Petro-Canada we have together faced numerous challenges and reaped many rewards. In late 2007 we were tasked with an interesting challenge: take sixteen disparate websites – each with its own visual design and architecture (and over 4000 pages) – and re-envision them as a cohesive ‘family of websites’ that conform to a consistent set of brand image standards while allowing for each business area to have a distinct visual identity.

The Challenge

  • Create a ‘future-proof’ framework that would allow for maximum flexibility in information architecture and visual design to meet the needs of the various Petro-Canada business areas and their respective audiences
  • Develop online brand standards that ensure that Petro-Canada’s brand is communicated clearly and consistently across all online communications
  • Leverage the client’s Web Content Management System software to allow for new websites to be deployed quickly and efficiently, and for sites to be maintained by client content authors while retaining the online brand standards

The Solution

The project consisted of first identifying the various target audiences in order to correctly group Petro-Canada’s content into logical taxonomies. From this exercise a microsite strategy was developed in which personas were used to identify audience needs and expectations. Once identified, the information architecture, tone, and visual design were created to speak directly to each audience.

Cascading left-hand navigation was employed for its ability to easily expand to meet the evolving content needs of the sites. Global navigation, breadcrumb navigation and cross-site linking strategies were also developed to ensure best-in-class user experience.

The overall site structure was built to allow new websites to be ‘stamped-out’ quickly and efficiently. Foundational items like the global header, footer and navigation were constructed individually and then incorporated as a part of an overall foundation template. Each content area could then be treated individually and a number of content area templates (or what we commonly refer to as ‘chewy centres’) were created to handle the various content layouts.

Initially, the family of websites launched as two websites: the Petro-Canada corporate site and the Petro-Canada Gas Stations (retail) site. As of 2009 the ‘family of websites’ structure has been repurposed to include 6 more microsites serving audiences in both the B2B and retail sectors.

Results

With well over a million visitors and counting, Petro-Canada’s family of websites has continued to provide exceptional online experiences. The flexible structure and online standards developed have been a critical component allowing Petro-Canada to quickly adapt and respond to its changing online needs while maintaining a high degree of quality and consistency across all of its sites. Although each microsite in the family of websites has its own unique style and character, the overall brand is communicated clearly and effectively. Each new microsite that has been borne from the family of websites has been hugely successful and has opened new lines of online revenue and opportunities for a very low expenditure due to the leveraging of reusable components and pre-defined standards.

In working with Thrillworks, we know we're working with professional people with the appropriate skills, the best backgrounds and demonstrated knowledge of the latest technologies. At the same time, they consistently adapt to the requirements of our business and deliver cost effective, quality solutions.

— Lucy Payette, Creative Services Manager, e-Business
     Petro-Canada