The team worked with key stakeholders of the project to ensure that browsers converted to shoppers through the customer journey. Higher-level recommendations were also provided that were related to branding, marketing and communication. The BBC wanted to expand its services across channels by providing a better user interface design and the ability to shop for products via their website. Contextual inquiries were undertaken for a period of one week in order to better understand shopper behavior on a content driven website. Personas were also created to understand demographic and psycho-graphic data.
The proof of concept designed showed that about 82% clicked on the product images to buy items that were similar to the content they were reading on the page. Inspiration was key. This global roll out also showed that in Spain, 91% of customers when asked said that they would buy a product that could be delivered locally for free as compared to 86% in the UK and US who expected international delivery.
When I buy a product online, I need to see content that is related to it. Descriptions that are clear, inspiring and succinct.
Possible iterations of the prioritized functionality were rolled out continually across a series of sprints in an agile environment. Recommendations were provided to incorporate localisation of the website as well as providing international delivery and languages that can enhance the user experience to make it personalized. The result of the proof of concept included a global strategy of their multi-channel commercial proposition across International websites.