Full Fibre wonderland
Project brief requirements…
Position
The Head of Design wanted to see how far BT’s new brand language could push their flagship product
Problems
No UX guidance
5-day deadline
Possibilities
To be able to assess its success criteria, we needed to know 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 created a new 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. The Head of Design signed off on my suggestions, and we began
Achieve
Primary, Secondary and Tertiary user needs
Explain the benefits of FF, don’t waffle
Create engaging designs
Increase sign-up rates
Kill complexity
Resolve
Verbosity
Long pages
Buzzwords
Confusing page narrative
Benefits are hard to grasp
Cross-selling feels like a hard sell
Tasks
Begin with the Gaming page
Identify FF benefits
Positioning statement
Benefit = FF means low latency
Benefit = the best gaming experience
Benefit = reliability is better than speed
Benefit = future proof
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 the “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
Visual design v1.0
In this first concept, we worked hard to tell a gaming-focused story, one that not only sang the benefits of FF for gamers but was easy to digest, resulting in a clear, actionable sign-up decision for the user.
Pros Exciting / Visceral / Contemporary
Cons Long page / Too many benefits
Visual design v1.1
In this version, we were asked to broaden the key target area (Gaming) to include three distinct areas;
WFH, Streaming and Gaming.
Pros Slick and professional looking / Simple to grasp benefits / Shorter page
Cons Too many elements on page / Feature benefits look similar
In this variation, we applied A/B testing feedback, i.e., we reduced page elements/emphasised the three primary sections with large visuals and breathing space between them all.
Visual design v1.2
In this 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.
The page was signed off on a Friday and went into build the following Monday!
Visual design v1.3
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!