Start has been presented with an NMA effectiveness award for its redesign of UpMyStreet.com.

UpMyStreet (UMS), the online service for sourcing local information, wanted to improve its overall user experience making it both easier and faster to find information and ultimately encouraging customers to spend more time on the site.

Start developed a new concept and restructured the online architecture, helping to turn UMS from an ad-based broadcast model to a transaction-based one.

The redesigned navigation architecture caters for search engine optimisation and allows deep and contextual linking, focusing the site's content around the decisions it helps the user make.

The site also now has a magazine-style approach with a different but related look and feel for each section to better engage UMS's broad audience.

The judges said the redesign was "very effective and a clear winner" with "clean, well-organised content structure and layout that combines vast improvements in usability with maximising the revenue generation potential of the site."

Start was also highly commended for its design refresh of utilities comparison site uSwitch which successfully raised the brand's profile and helped to increase conversion rates.