Full Fibre wonderland
Position
The Head of Design wanted to to see how far the current brand could be pushed.
Problem
No UX was provided, this was purely a visual exercise.
Possibilities
To be able to assess its success criteria, we needed a UX structure. I requested that we speak to stakeholders and the Research team. Furthermore, to ensure the page structure was right, I created 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.
Concept 1, Gaming page
We looked at demographics, what full fibre had to offer, what were the key and most appealing benefits of the product and created a succinct page narrative.
Position
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
Problems
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
Possibilities
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
In this first concept, we focused on the Gaming landing page, one of our most popular. We reduced the amount of copy, cleaned up the UX and ensured we had a good basis upon which to build our visual explorations on.
In this second concept, we felt it was important to have a FF landing page, where clear and succinct messaging was established to help educate users about why BT’s FF was the best service around and crucially, to focus on the three key benefits.
Concept 2, Homepage page
The following designs are variations on the above homepage which was a great experiment in visualising what we needed and to understanding areas for improvement. Ultimately, we felt it was important to position in people’s minds what the benefits of FF actually were with content that clearly explained its many benefits.
Concept 2, Homepage design experiments
Concept 3, Homepage + breakpoints
This is the final FF landing page design. I was asked to reduce padding and overall page length. After a bit of tweaking, I managed to shrink it by 35%. The page was signed-off on a Friday and build-work began the following Monday.