ux crunch how to build an award winning website

43
How to design an award winning website Webcredible/Brompton 18 November 2015

Upload: marcelo-graciolli

Post on 15-Apr-2017

392 views

Category:

Education


1 download

TRANSCRIPT

How to design an award winning website Webcredible/Brompton

18 November 2015

2

3

Re-platform & re-design the global online proposition; creating a scalable world class customer experience to support the brand growth for prospective and existing end-user consumers and trade customers.

4

1.  Research approach 2. Design decisions 3. Verification and results

5

1.  Research approach 2. Design decisions 3. Verification and results

6

Stakeholder workshops

7

Learning the product

8

Guerrilla research

9

“I don’t get the train, so I don’t need a folding bike”

- Everyone

International research

11

International research

12

International research

13

International research

14

Made for cities?

15

Audience types/personas

16

Audience types/personas

17

Audience types/personas

18

Issues to address 1.  Multi-channel customer journey

2.  Fragmented digital presence

3.  Different users require different content

4.  People don’t understand product benefits

5.  16,982,784 options are too many

19

1.  Research approach 2. Design decisions 3. Verification and results

20

Multi-channel customer journey

21

Developing process

23

Developing process

24

Home

Discover

Bikes

Bike chooser Product hero Bike builder

Information gathering Test ride Decision time Purchase

Find dealer

Hire

Data capture

Email CR Ref

CR Ref

Enter email/Facebook connect

Email

Search: Bike type (eBike)

Benefits of useHeritageHow people use itCostsFold

Handmade in LondonCustomisableColoursThe fold

PriceGearsHandlebarsColour/sAccessoriesWeight

Tech specsFeaturesDesignTechGallery

Save/Share

Near meRecommended

WhereHow muchProcessGet started

What is it?How does it work?How much does it cost?

Store

Bike chooser Bike builder

Featured

PDP

Saved configCR Ref

Find dealer

Check stock

Check out online

Purchse

Check out funnel

Account

Email

Register bikeUpdate accountCheck progress

Delivey/collection

Capture/share

Brompton: Purchase journey

Browse > Build > Try > Buy

25

26

Provide clarity of process

Fragmented digital presence

27

Amalgamating the existing sites

28

Customer focus groups

29

Different users require different content

30

31

Personalising the content

People don’t understand product benefits

32

Coherent content strategy

33

Analytics/SEO research

34

35

Amplified product offering with clear benefits

36

Amplified product offering with clear benefits

16,982,784 options are too many

37

38

Designing the chooser

39

#myBrompton

1.  Research approach 2. Design decisions 3. Verification and results

40

3 Rounds UT

41

46% increase in traffic. 291% increase in subscribers. 103% increase in bike builds 45% increase in dealer searches. 122% increase in sales.

42

Creating people-centred, efficient and delightful digital experiences since 2003

020 7423 6320 133 Park Street London SE1 9ED webcredible.com