BT.Business.com
Concept Refinement
The project's goal was to effectively integrate Secure Business Backup—a new, highly configurable product—into the upsell section of Business.BT.com's e-commerce basket. This addition aimed to enrich the purchasing process by offering tailored backup solutions to businesses, thereby enhancing the overall customer experience and maximizing sales potential.
CLIENT
BT Group
ROLE
User Testing, UX/UI Design
DATE
July 2021
Understand
The integration challenge stemmed from Secure Business Backup's unique nature, which did not conform to existing product templates due to its variety of storage options and price points.
Having led the recent redesign of the e-commerce basket, which now featured an improved upsell product section, my task was to seamlessly incorporate this new offering without disrupting the user's purchasing flow.
Explore
After developing four initial concepts, user feedback highlighted the necessity for a bespoke approach. Two designs were eliminated based on initial testing, while the remaining prototypes showed promise but required elements from both to fully meet user needs.
This feedback was pivotal, indicating a preference among users for a comprehensive view of all available options to facilitate informed decision-making. This led to the adoption of a selectable lozenge design, which was iterated upon and retested for clarity and usability.
Validate
Further testing indicated that users found the second iteration overwhelming, with issues stemming from repetitive wording and unclear iconography. The subsequent design iteration focused on simplifying the information presented and using distinct iconography to guide user choices effectively.
Additionally, foreseeing the potential for product range expansion, I developed a flexible design solution that could accommodate an indefinite number of product variants without compromising the layout or user experience.
Create
The finalised design was validated through user testing, confirming that users could effortlessly understand and engage with the new Secure Business Backup option.
I then applied these design principles to create responsive, auto-layout components, further enriching our design system and ensuring a cohesive user experience across all device breakpoints.
Delivery
The introduction of Secure Business Backup into the basket's upsell section marked a significant milestone, achieving an initial conversion rate of 1.86%. This initial success indicated the product's potential to positively impact our sales strategy, prompting further exploration into optimisation strategies to enhance its market visibility and appeal to our customer base.
In response, I led an initiative to refine our approach through A/B testing, strategically featuring Secure Business Backup more prominently within the upsell selection. This targeted strategy resulted in a meaningful increase in the conversion rate to 2.21%, highlighting the critical importance of product positioning and user engagement as key drivers of sales enhancement.
Reflection
This case underscores the intricate balance between innovative product introduction and the maintenance of an intuitive, seamless user experience. Through iterative design and continuous user feedback, we achieved a solution that not only met the project's objectives but also set a precedent for future product integrations, demonstrating a scalable and user-focused approach to e-commerce enhancement.