Product design · data journeys · SEO · mobile

Planning Alerts: building a planning-data product people can trust

Planning Alerts is a working UK planning-intelligence product designed to help people understand what is being built near the places they care about. Optimised Marketing shaped the strategy, product experience and commercial journeys behind local discovery, alerts, source-aware information and a separate B2B developer API.

Turn fragmented public information into a clear customer journey

Planning information is public but not automatically useful. The product needed to help a visitor search by postcode, address or council; turn complex records into clear next actions; make source, coverage and freshness visible; support local discovery and alerts; and create a distinct B2B route for developer API access.

One platform, two deliberate commercial journeys

The consumer discovery experience sits alongside a separate developer API path. Data coverage, source labels, council routes and official links are visible so users can understand where a record comes from and what it can support.

What Optimised Marketing designed and delivered

The product includes postcode, address and council-led discovery; local planning alerts; planning application detail with status, location, source and council information and next actions; an interactive live map with clustering and filters; visible data coverage and provenance; SEO-aware application pages with server-rendered metadata and structured data; and a separate B2B developer API journey. A companion Android app was delivered as a separate product track.

Human strategy and AI-enabled delivery

Human strategy shaped the commercial positioning, trust model, user journeys, lead qualification and search architecture. AI-enabled delivery accelerated iteration while preserving the client’s control of the code, product logic and roadmap.

This case study demonstrates product scope and delivery capability. It does not state lead, revenue, traffic, conversion or ranking outcomes without separately approved evidence.