Product Site Redesign

UX Strategy - BT

Background

At the beginning of 2017, the Product pages of BT.com were facing some serious challenges. The experience was inconsistent and out-dated. Trading and content updates were an arduous task, affecting sales and conversion

The solution was to introduce a best-in-class Content Management System (CMS) to host the storefront, utilising the Adobe Experience Manager (AEM) system.

Our UX and Design team took the opportunity to redesign the site from first principles, rather than a "lift and shift". The new site would be built around re-usable components, rather than repetitive pages.

Execution

The UX Team kicked off with a discovery phase, and started by looking in detail at the structure of the site. We utilised data and research to agree a new site structure with the product stakeholders. All pages now had a purpose, and confusing repetition was reduced.

Planning the new site structure

Detail for a hub page in the new structure

We also utilised extensive user testing with real-life customers to guide our initial concepts and designs.

Then, the UX team collaborated with our dedicated development team to develop and iterate on the components that would be the building blocks of the new site.

The in-house Studio team took on the task of aligning the visual identity and tone of voice for BT.com with the new brand, producing guidelines which are now being used across the BT Group digital estate.

An example of the new digital guidelines

Results

SEO performance was protected during the migration, and incremental sales increases were evident immediately. Broadband conversion increased by 0.27%; TV conversion increased by 0.2%; and Fibre Mix increased by 0.8%, delivering more value for the business. Integration with Adobe Target brought the capability to run A/B tests, with a full optimisation program now running on the site.

Customer satisfaction surveys post-launch showed huge increases across the board, with CSAT metrics for redesigned sections of the site rising by 7-8% on average.

This huge, successful project, was a template for other projects afterwards, which also enjoyed considerable success.

The new site at launch