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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 ...
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...
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 ...
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% ...
Creating people-centred, efficient and
delightful digital experiences since 2003
020 7423 6320
133 Park Street
London SE1 ...
Ux crunch   how to build an award winning website
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Ux crunch how to build an award winning website

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Ux crunch how to build an award winning website

  1. 1. How to design an award winning website Webcredible/Brompton 18 November 2015
  2. 2. 2
  3. 3. 3
  4. 4. 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
  5. 5. 1.  Research approach 2. Design decisions 3. Verification and results 5
  6. 6. 1.  Research approach 2. Design decisions 3. Verification and results 6
  7. 7. Stakeholder workshops 7
  8. 8. Learning the product 8
  9. 9. Guerrilla research 9
  10. 10. “I don’t get the train, so I don’t need a folding bike” - Everyone
  11. 11. International research 11
  12. 12. International research 12
  13. 13. International research 13
  14. 14. International research 14
  15. 15. Made for cities? 15
  16. 16. Audience types/personas 16
  17. 17. Audience types/personas 17
  18. 18. Audience types/personas 18
  19. 19. 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
  20. 20. 1.  Research approach 2. Design decisions 3. Verification and results 20
  21. 21. Multi-channel customer journey 21
  22. 22. Developing process 23
  23. 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 use Heritage How people use it Costs Fold Handmade in London Customisable Colours The fold Price Gears Handlebars Colour/s Accessories Weight Tech specs Features Design Tech Gallery Save/ Share Near me Recommended Where How much Process Get started What is it? How does it work? How much does it cost? Store Bike chooser Bike builder Featured PDP Saved config CR Ref Find dealer Check stock Check out online Purchse Check out funnel Account Email Register bike Update account Check progress Delivey/ collection Capture/ share Brompton: Purchase journey
  24. 24. Browse > Build > Try > Buy 25
  25. 25. 26 Provide clarity of process
  26. 26. Fragmented digital presence 27
  27. 27. Amalgamating the existing sites 28
  28. 28. Customer focus groups 29
  29. 29. Different users require different content 30
  30. 30. 31 Personalising the content
  31. 31. People don’t understand product benefits 32
  32. 32. Coherent content strategy 33
  33. 33. Analytics/SEO research 34
  34. 34. 35 Amplified product offering with clear benefits
  35. 35. 36 Amplified product offering with clear benefits
  36. 36. 16,982,784 options are too many 37
  37. 37. 38 Designing the chooser
  38. 38. 39 #myBrompton
  39. 39. 1.  Research approach 2. Design decisions 3. Verification and results 40
  40. 40. 3 Rounds UT 41
  41. 41. 46% increase in traffic. 291% increase in subscribers. 103% increase in bike builds 45% increase in dealer searches. 122% increase in sales. 42
  42. 42. Creating people-centred, efficient and delightful digital experiences since 2003 020 7423 6320 133 Park Street London SE1 9ED webcredible.com

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