Outcomes
50% increase in business referrals
30% decrease in bounce rates
Increased user engagement
Improved content workflows and social media reach
How can we increase business referrals?
The agency global website was “not fit for purpose” anymore. We needed a new presence, that showcased the very best work from the Brand Union network. We needed to support an ambitious plan to generate fresh thought leadership content. There were some obvious UX problems that needed addressing. And it needed to look good.
UX Activities
- Analytics Review
- Agile Sprints
- Content Audit
- Information Architecture
- Personas
- Prototyping
- Stakeholder Meetings
- Research
- UX Review
- User Journeys
- User Testing
- Wireframes
- Workshop
Analytics Review
I analysed the existing analytics, to uncover where we were getting high bounce rates and dropoffs, and I was also looking for evidence of people ‘pogo-sticking’ because they could not find the information that they were looking for.
Client and Stakeholder Research
Based on our research we made some light-weight personas, so the team could all think about who we were designing for and what they might expect from our agency site. We wanted to validate these as we went through the full project life cycle.
Combining my discovery activities with the strategy and creative teams, we were able to present our discovery findings to the global stakeholders and form the project brief.
Green light!
User Journeys and sitemaps
Next I went through several versions of user journeys and sitemaps for the website, so that we could start to think about the overall content and architecture. There were a few interesting debates about navigation labels!
Wireframes
I created wireframe prototypes to show the overall structure and user journeys for the site. One of the most challenging templates was, of course, the case studies. We had to make it engaging, but at the same time we had to be mindful how much resource and time we needed to put into creating the assets and copy for each one.
UI Design and site production
After that we went through a series of agile sprints, with the whole team working together to design the UI, build the front and back end, test, and coordinate content production into the final product.
I conducted regular device and user tests, and worked with the team to iterate on specific design and interaction challenges.
The Result
We launched the new site, and the reception from the network was very positive. Analytics show that we have reduced bounce rates and drop offs, and increased engagement times and the number of contacts being made to our offices.