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
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
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
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
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.
Pros Slick and professional looking / Simple to grasp benefits / Shorter page
Cons Too many elements on page / Feature benefits look similar
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 v1.2
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.
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!