Full Fibre wonderland

Project brief from BT’s Head of Design…

Position

  • Head of Design wanted to see how far the current new-brand (which consisted of a few colours and a font) could be pushed

Problem

  • No UX was provided, this was meant to be a purely visual exercise

Possibilities

  • To be able to assess its success criteria, we needed a UX structure based on how the page was to be used and what people wanted from it. I requested that we speak to stakeholders and the Research team. Furthermore, to ensure the page structure was right, I firstly created a brief and, then a ‘page narrative’ breakdown, identifying what each section did whilst ensuring all information, visual and copy matched user and business needs efficiently, with zero waffle

Self-written project brief…

Concept 1. Gaming page

Note, the Gaming theme was chosen by HoD.
We focused on:
1. Target audience
2. What Full Fibre had to offer
3. Convert potential of Full Fibre into must-have benefits

Based on the above criteria, we created a succinct page narrative from user and business needs and used it as our design guide.

Page logic

Achieve

  • Identify Primary, Secondary and Tertiary user needs

  • Explain benefits of FF, don’t waffle

  • Keep page sections streamlined

  • Create engaging designs

  • Increase sign-up rates

  • Kill complexity

Resolve

  • Live content is verbose

  • Long page length

  • Language uses buzzwords

  • Confusing CX page narrative

  • Benefits of FF are hard to grasp

  • Cross-selling feels like a hard sell

Tasks

  • Begin with Gaming page

  • Identify page sections to design

    • Positioning statement

    • Benefit = low latency

    • Benefit = the best gaming experience, ready for streaming

    • Benefit = reliability is better than speed

    • Benefit = speed in context

    • Benefit = future proof

    • Benefit = sign-up

Visual design v1.0

In this first concept, we worked hard to tell a story, one that was not only singing the benefits of FF but was easy to digest, resulting in a clear actionable decision for the user.

Pros Exciting / Visceral / Contemporary

Cons Long page / Too many benefits

Pros Slick and professional looking / Simple to grasp benefits / Shorter page

Cons Too many elements on page / Feature benefits look similar

Visual design v1.1

In this second iteration, we were asked to broaden the key target area (Gaming) to include three distinct areas;
WFH, Streaming and Gaming.

Visual design v1.2

In this second variation, we applied previous Stakeholder feedback i.e. reduce page elements/emphasise visual separation between three features , and iterated again.

Visual design v1.3

In this third and final variation, we implemented Stakeholder requests to change one of the Features, reduce horizontal padding and overall page length (I reduced it by 35%). From a design perspective, I improved the legibility of the Streaming section (i.e. 25x faster) and improved the robot image background.
The page was signed-off on a Friday and went into build the following Monday!

Conclusion + Results

We went from 0-1 in 5 days.

During the time FF was live, it was the most visited page on all of BT.com!

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