We kicked off the project with a digital planning workshop where, with the in-house marketing team, we identified the different types of users, their goals and desired outcomes. The challenge was to understand how the vast amount of information Bacs has could be easily located by the different user groups, each with their own objectives for visiting the site.
KISS identified the seven key user groups, which ranged from financial institutions through to software suppliers and the ultimate service users, whether they be businesses or consumers. Subsets of each group were defined to identify personas, their roles and purpose for visiting the website.
KISS created the personas and mapped their likely journeys around the website. This process informed the website structure and, in particular, the resource hub that would ultimately become a one-stop shop for the many thousands of documents that Bacs needed to make available to its multiple users.
Exploring the user experience
The next phase of the project was to start exploring the user experience. Detailed interactive wireframes were produced to demonstrate how content was mapped together, ensuring that users would instinctively funnel deeper into the site based on their needs. Each page had a slide-out resources panel that held any supporting documents relevant to the page’s content. Clickable prototypes were used by KISS and Bacs to test and challenge our thinking before we moved on to the design phase. The concept of ‘tried and tested’ is very much part of the Bacs brand anatomy – and this applied to each stage of the project.
The new Bacs brand guidelines had not really been put to the test in the digital space, and the new design was an opportunity to explore and, where appropriate, challenge the boundaries.
Ensuring stakeholder buy-in
This provided an opportunity to further develop Bacs’ visual communications across online media, as layouts were tied into the wireframes to produce an ambitious and fresh design, compared to the drier designs often associated with the financial sector. The templates were designed to cover all breakpoints – mobile, tablet and desktop – and tested with all of the site’s content scenarios and assets, ready for handover to the development team. KISS supported the agency handling the development throughout the build as and when required.
Stakeholder workshops and drop-in sessions were put in place to ensure buy-in from the wider team. This was a process that is integral to an organisation that is ultimately funded by its stakeholders.
The results speak for themselves – the number of returning visitors to the Bacs website has doubled and session time has also doubled, with visitors spending an average of two and a half minutes on the site.
Working across Bacs’ website and emails gave us the opportunity to devise a co-ordinated campaign across the organisation’s digital communications. This helps to ensure brand consistency regardless of how customers encounter the brand.