Navigation Redesign
UX Design - BT
The BT estate is huge, spanning many websites and business units. Previously the navigation across all these sites was confused and inconsistent. We undertook a project in 2016/2017 to improve the navigation across the BT estate, and bring a greater consistency.
Inconsistent navigation across the BT Estate
The major problems were with the primary navigation elements, which lacked consistency across different business units. After defining the problem, we built consensus for potential solutions through a series of workshops.
Primary navigation definitions
To determine the correct elements for the new primary navigation, I conducted a wide range of UX Research:
Card sorting activities to determine the ideal Global navigation
Following this qualitive research, we then had a proposal which took into further lab-based testing. I built a desktop and mobile prototype for the new Global navigation, and we usability-tested these prototypes with 10 users.
The desktop prototype, built in Axure
Mobile usability testing, with other websites for comparison
Finally, once we were confident in our approach, we conducted a large round of quantitive research. We used Tree-jack online testing (529 users), which allowed us to test journeys across all levels of the new navigation.
Tree Jack testing, quantitive research
With successful results, we then made positive changes across the entire BT Estate. BT consumer now has a consistent Global navigation across all sites and business units, and the Universal navigation links the wider BT Estate. Task-times were reduced across the board, and there were measurable increases in conversion in sales areas, and NPS in customer account areas.
A further round of navigation improvements, builiding on the first, is planned for later in 2019.
Today's successful, consistent navigation elements