The document outlines the research and design process for redesigning the Brompton bicycle company's global online presence. It describes conducting stakeholder workshops, international user research, identifying key audience types and issues to address such as a fragmented digital presence and people not understanding product benefits. The design decisions section explains how they addressed these issues by developing a clearer multi-channel customer journey, amalgamating existing sites, personalizing content, amplifying product offerings and designing an improved bike chooser tool. Testing showed a 46% increase in traffic, 291% increase in subscribers and over 100% increases in other key metrics.

1. How to design an award winning
website
Webcredible/Brompton
18 November 2015

2. 2

3. 3

4. Re-platform & re-design the
global online proposition;
creating a scalable world class
customer experience to support
the brand growth for prospective
and existing end-user consumers
and trade customers.
4

5. 1. Research approach
2. Design decisions
3. Verification and results
5

6. 1. Research approach
2. Design decisions
3. Verification and results
6

7. Stakeholder workshops
7

8. Learning the product
8

9. Guerrilla research
9

10. “I don’t get the train, so I don’t
need a folding bike”
- Everyone

11. International research
11

12. International research
12

13. International research
13

14. International research
14

15. Made for cities?
15

16. Audience types/personas
16

17. Audience types/personas
17

18. Audience types/personas
18

19. Issues to address
1. Multi-channel customer journey
2. Fragmented digital presence
3. Different users require different content
4. People don’t understand product benefits
5. 16,982,784 options are too many
19

20. 1. Research approach
2. Design decisions
3. Verification and results
20

21. Multi-channel customer journey
21

23. Developing process
23

24. Developing process
24
Home
Discover
Bikes
Bike chooser Product hero Bike builder
Information gathering Test ride Decision time Purchase
Find dealer
Hire
Data capture
Email CR Ref
CR Ref
Enter email/
Facebook
connect
Email
Search: Bike
type (eBike)
Benefits of use
Heritage
How people use it
Costs
Fold
Handmade in London
Customisable
Colours
The fold
Price
Gears
Handlebars
Colour/s
Accessories
Weight
Tech specs
Features
Design
Tech
Gallery
Save/
Share
Near me
Recommended
Where
How much
Process
Get started
What is it?
How does it work?
How much does it
cost?
Store
Bike chooser Bike builder
Featured
PDP
Saved config
CR Ref
Find dealer
Check stock
Check out
online
Purchse
Check out
funnel
Account
Email
Register bike
Update account
Check progress
Delivey/
collection
Capture/
share
Brompton: Purchase journey

25. Browse > Build > Try > Buy
25

26. 26
Provide clarity of process

27. Fragmented digital presence
27

28. Amalgamating the existing sites
28

29. Customer focus groups
29

30. Different users require different
content
30

31. 31
Personalising the content

32. People don’t understand
product benefits
32

33. Coherent content strategy
33

34. Analytics/SEO research
34

35. 35
Amplified product offering with clear benefits

36. 36
Amplified product offering with clear benefits

37. 16,982,784 options are too many
37

38. 38
Designing the chooser

39. 39
#myBrompton

40. 1. Research approach
2. Design decisions
3. Verification and results
40

41. 3 Rounds UT
41

42. 46% increase in traffic.
291% increase in subscribers.
103% increase in bike builds
45% increase in dealer searches.
122% increase in sales.
42

43. Creating people-centred, efficient and
delightful digital experiences since 2003
020 7423 6320
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London SE1 9ED webcredible.com