Digital Reinvention: GPT Workplace’s Journey to Agility & Data-Driven Engagement

GPT Workplace’s digital transformation stands as an inspiring example of how a traditional property group can reimagine its digital ecosystem to meet rapidly changing market demands.

With a portfolio valued at over $34 billion across office, retail, and logistics assets nationwide, GPT Group recognised the need to modernise its legacy digital systems. Working with Devotion, the project went beyond mere consolidation of more than 25 individual sites; it reinvented the user experience to be agile, data-driven, and future-ready for one of the largest diversified property groups in Australia.

Modernising Legacy Systems for a Dynamic Future

GPT Workplace, formerly known as GPT Office, had long relied on a dispersed set of digital assets. As market demands shifted – especially in the wake of reduced inner-city office space demand post-COVID-19, the need for a more adaptable and responsive platform became clear. Devotion worked closely with GPT Workplace to tackle this challenge by adopting Kentico Xperience 13, chosen for its flexibility and scalability.

The transformation was executed in two strategic phases. The first phase introduced a ‘signpost site’ that acted as a navigational hub, guiding users to the various existing digital assets. This initial step laid the groundwork for a more radical overhaul. In the second phase, all digital content was integrated into a unified website. This new platform now offers a single view of the customer and ensures brand consistency across every interaction.

An Agile Approach to Customer Engagement

Central to the transformation was the drive to create an agile, customer-focused experience. Rather than simply consolidating assets for lead generation, the project rethought how users interact with GPT Workplace.

The new website is designed around two core pathways:

• Created for you: This pathway caters to customers seeking pre-designed solutions, offering standardised options like Space&Co and DesignSuites.

• Created by you: This alternative supports bespoke workplace solutions, providing flexibility for customers with unique requirements.

This thoughtful segmentation guides users based on their specific needs, helping them find the right solutions while gathering valuable data to inform ongoing customer engagement. By capturing key data points throughout the user journey, GPT Workplace is now positioned to offer more personalised and meaningful experiences.

The integration of advanced tools such as a drag-and-drop Page Builder, a centralised Media Library, custom forms, and intelligent search powered by Algolia, all contribute to an environment where data informs design and decision-making.

Future-Proofing the Digital Ecosystem

Rather than viewing digital consolidation as the end goal, GPT Workplace’s project was designed with an eye toward long-term growth. The decision to rebuild the digital platform on a modern, integrated system reflects a commitment to future-proofing the business. With all digital assets now residing under one umbrella, GPT Workplace can quickly respond to emerging trends and market shifts. The modernised platform not only serves as a hub for current operations but also lays the foundation for innovative digital strategies that can evolve with the changing landscape.

By creating an environment that is both agile and data-informed, GPT Workplace has ensured that its digital ecosystem can support new functionalities, improved customer interactions, and even opportunities for cross-selling and up-selling within a unified framework. This transformation demonstrates that reinvention goes beyond technology it also involves rethinking how a business interacts with its customers and adapts to external pressures.

Technical Integration and Innovation

The technical journey behind the digital reinvention was just as important as the strategic vision. The integration of multiple systems into a single, cohesive platform required careful planning and precise execution.

Devotion’s partnership with GPT Workplace resulted in the development of bespoke modules tailored to the group’s unique needs. These custom modules work together with Kentico Xperience 13’s robust capabilities to ensure that every digital touchpoint reflects the brand’s values and goals.

Key components of the new platform include:

• Drag-and-Drop Page Builder: Allowing content authors to manage and adjust page layouts with minimal reliance on developer intervention.

• Centralised Media Library: Enabling consistent management of digital assets, ensuring that imagery, video, and other content remain on-brand across all pages.

• Custom Forms: Supporting lead capture and facilitating tailored communication strategies based on user input.

• Intelligent Search with Algolia: Delivering quick and relevant results, which helps users find office, meeting, and event spaces efficiently.

These technological integrations underpin a system designed to not only meet current demands but also to adapt as those demands evolve.

Embracing Agility in a Changing Market

The transformation of GPT Workplace’s digital ecosystem is a microcosm of the broader shifts taking place across industries. As traditional sectors grapple with rapid technological change and shifting consumer expectations, the project highlights several key lessons:

• Strategic phasing is essential: Tackling the project in distinct phases allowed GPT Workplace to maintain continuity while gradually introducing innovative elements.

• User-centric design drives success: By focusing on clearly defined customer segments and mapping their journeys, the platform supports more meaningful interactions and builds a foundation for data-driven decision-making.

• Future-ready infrastructure matters: Investing in a flexible, integrated system ensures that the digital ecosystem can evolve alongside market trends, safeguarding the business against future disruptions.

Through this transformation, GPT Workplace has not only consolidated its digital presence but also redefined what it means to be agile in a fast-changing market.

Embracing a New Digital Narrative

GPT Workplace’s digital transformation is a reinvention of what a modern digital presence can be. By addressing the challenges of a fragmented legacy system head-on, this project has laid the groundwork for a dynamic digital future. It’s a story of evolution, where data-driven decision-making and customer-centric design converge to create an agile ecosystem ready for whatever comes next.

Ready to explore how creative digital transformation can redefine your business? Discover more about Devotion’s approach.