Morpht website refresh 2024

Morpht is excited to announce the launch of its newly redesigned website. This upgrade comes with significant enhancements aimed at improving user experience, optimising content delivery, and showcasing our capabilities more effectively.

No doubt you are familiar with the old saying about the cobbler's children having no shoes. This saying is particular apt across all of the trades, including web development. As a practitioner the tendency is to spend a lot of time solving other people's problems and ignoring your own. With this in mind, Morpht has uplifted its website and improved the shoes it is wearing.

The uplift has resulted in a number of improvements across the site which we will cover below. However, there is a lot which has stayed the same. The theming engine, site structure and content have pretty much remained as is. It is important to preserve the good things about a site. One of the advantages of using a CMS such as Drupal is that it is possible to adapt the look and feel of a site, whilst keeping the interals consistent. It is also possible to incrementally add new features which build on top of what was there previously.

Lets take a look at what has changed.

A cleaner, minimalist design

The new design adopts a cleaner, more minimalist approach, eliminating unnecessary clutter and focusing on what truly matters. The streamlined layout allows for easier navigation, helping users to find information with minimal effort. 

By reducing visual noise, we ensure that visitors can focus on the content that is most relevant to them. In practice this has meant that we have removed some of the iconography which was quite dominant in the previous design. This has brought a stronger focus to the content where needed.

Laptop featuring Morpht's 2024 design refresh

More AI recommendations

The old site did make use of a recommendation engine for user and item recommendations. This approach has been extended in the new site to provide a few more options for recommended content. We were inspired by the approach taken by site such as Netflix, Spotify and Amazon to provide relevant information based on user behaviour.

Morpht has partnered with Recombee, a Recommender as a Service. In a recent visit to their offices, we were shown more of the capabilities of the system and these capabilities are now in the site. Users will notice recommendations for:

  • Top picks
  • Trending now
  • Recently added
  • Recently viewed 
  • Related

Each of these content blocks show results based on a number of different algorithms including popularity, recentness, similarity, affinity and wisdom of the crowd.

Better use of personalisation

The previous incarnation of the site made us of Convivial Profielr to provide a personalisaed user experience. The personalisation strategy for the new site has been simplified. Personalisation now is focussed on the following key dimensions:

  • The stage in the user journey
  • The current intent.

The main aim is to ensure that users are able to discover and explore the site as easily as possible with the ultimate goal of them signing up for a demonstration of our services and products. Take a look at the orange section at the bottom of the page to see how it changes as you move around the site.

Better chatbot

Morpht implemented a Large Language Model (LLM) powered chatbot around the time of GPT3. At that time we were very much taken with the capabilities which were emerging and saw opportunities for content based websites which already held all the content needed for a chatbot database.

Example of Quickchat bot

We integrated QuickChat AI, a SaaS for integrating chatbots into knowledge bases. For the new website we have improved our knowledge base across the site, aiming to make the chatbot smarter with a better knowledge of what is in the site. Give it a try and let us know what you think.

Introducing the "Blob"

Modifiers is a fun module we buit a number of years back. It provides an easy way for editors to add presentational effects such as background images and videos, parallax images, scroll reveals and other coole effects. When designing the homepage hero we wanted to capture the meaning of "being moved". Our designer found and interesting CSS and JavaScript effect which we labelled the "Blob Modifier". It reacts when users hover over it, providing a bit of interest and fun in the movement.

Animation Component

We have included our new animation component, a frame-based scroll animation to elevate your content. The provided example is a 3D animation created using Blender, which easily exports the animation as image file frames. These frames can be easily added to this new component in the Drupal editor screens.

Explore our new look website

Morpht's new website redesign is a testament to our commitment to continuous improvement and user satisfaction. By maintaining the same robust content and structure while introducing a cleaner design, stronger recommendations, better personalisation, and new modifiers, we aim to provide a superior online experience. We invite you to explore our revamped site. Please let us know what you think.

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Morpht

Morpht is a team of dedicated, skilled and passionate designers, programmers and site builders.

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