MMT Digital Launches New Digital Customer Experience for Water Babies to Support Digital Transformation

July 10th 2019

2 minute read

Water Babies, the world’s leading baby and toddler swim school, has today taken a major step forward on its digital roadmap with the launch of a new website that reflects its position as a premium lifestyle brand for parents. Mobile-first, with simplicity and customer experience at its core, the new site delivers a smooth journey to make it easy for customers to find local swimming classes and purchase children’s swimwear.

Established in 2002 and headquartered in Honiton, Devon, Water Babies has a global franchise network that welcomes over 50,000 children and their carers into local warm-water pools every week to learn how to swim.

With a keen focus on user experience, the MMT Digital team undertook extensive research into the needs of Water Babies’ current and future customers in preparation for a major rebrand and new online experience.

Water Babies was looking for a solution that would allow both integration with legacy systems and opportunity for future innovation. Working in partnership with MMT Digital, they were looking for a content management system that would support their vision from both a performance and content perspective.

The site was built using .NET Core hosted on Microsoft Azure’s Cloud hosting platform; allowing maximum scalability and an integration service layer to allow future flexibility, no matter the challenge.

Natasha Laws, Group Associate Director of Marketing, Water Babies said:

"As a business with big growth ambitions, we wanted to select a long-term partner to enable and support us on our ongoing digital transformation.

"MMT Digital has delivered the first step on our digital roadmap, a new industry-leading online experience for current and future customers.

“MMT Digital’s strong technical vision, strategic approach and understanding of the customer experience have ensured that we have the best possible solution that will really help our business to grow. Their deep technical expertise and capability are second to none and we now have the ability to deliver the most value to customers at speed and scale.”

Ollie Badcock, Client Services Director, MMT Digital said:

"As a growing business, it was key that Water Babies shed the constraints of inflexible legacy systems and moved to a platform that really supported their growth ambitions. Working to a challenging deadline, we created a digital ecosystem that revitalised their digital presence.

"We’re proud to have been chosen as Water Babies’ strategic digital partner and look forward to supporting them on the next phase of their transformation, which will allow greater personalisation for parents and carers on their baby swimming journey."

The site is currently available in the UK, and we look forward to rolling out the new technology in the coming weeks to Water Babies’ other global networks in Ireland, Canada, New Zealand and the Netherlands.