we are: London

In November 2007, National Express launched Dot2Dot, a brand new airport transfer service.  With state of the art satellite navigation equipment, congestion tracking systems, highly experienced drivers and a range of specially configured shuttles; dot2dot will be the first-choice for savvy business or leisure travellers.

The Project

National Express recognised that the website interface would be a major factor in the success of this new service.  we are:london was appointed by National Express, with partnering agency Concentra, to deliver an engaging and interactive website with a unique, simple-to-use booking system.

Chris Averill of we are:london comments, “Our business is well-placed to deliver bespoke business solutions, which are created through a breakdown of the market demographics using our powerful user-definition research tools.”

Matthew Lovering, dot2dot Business Development Director, explains why he chose we are:london.  “We appointed we are:london to lead the development of the new website with our customers’ needs at the heart of the process.  As a booking service website it was clear that a user centred design approach was critical to the success of the site and we are:london ’s findings during user testing were instrumental to how the site now looks and works.

Chris and his team’s ability to develop site navigation and a booking process that delivers an extremely intuitive experience is testament to their skills.”

Project Initiation

we are:london simplified the process for the client by appointing specialist agency partners whilst taking full responsibility for the project management. we are:london ’s research team was commissioned to provide a detailed competitor analysis for dot2dot, which revealed its competitors’ strengths and weaknesses

Lab-based testing was undertaken at we are:london ’s custom-built facilities in London, using a broad mix of business & pleasure, domestic & foreign users.

Research Focused

Research findings helped define the brief, which included, target group requirements, site interaction, usability issues and identification of key sectors within the target market.  From the results, we are:london developed a number of iterative information architecture (IA) designs, which the team tested at two key levels. The results from the research prompted a number of dramatic changes during the development phase to both the site and the booking engine.

Design, National Express, Research information architecture, interactive prototypes, user centred design

Information architecture development

We have been successfully delivering information architecture projects for the past 8 months, directly to O2 and in partnership with Agency Republic. During a project that we were leading in early 2008 for a travel client, we started to investigate a new process for delivering complex information architecture and interface design projects in a more effective and efficient way. After working on a number of projects for O2 based on a traditional approach to IA development through Visio wireframes and multiple sign offs, we were able to pioneer our new approach on a live, cross platform project.

Our agile process

Our approach to rapid prototype delivery is based on a workshop or hothouse where key stakeholders discuss their requirements and, when applicable, start to define elements such as objectives, personas, user flows, navigation, behaviour, etc.

Week 1

An initial prototype is then built and hosted online for the client teams and 3rd parties to interact with prior to a review.

Week 2

A prioritised list of changes in agreed and the prototype is updated to reflect these changes, whilst new features and functions are added.

Week 3

A sign off review takes place to lock down agreed functionality and scope.The prototype is then either frozen, or developed in parallel to a detailed set of Visio documents.

Advantages

The main advantages of implementing our rapid prototype methodology are much faster UI development and sign off times; typically one third of a traditional IA project. Earlier input from stakeholders based on a tangible product rather than complex IA documents. Real-time changes during review sessions and workshops; this is key to reducing timescales. The delivery of a functional prototype that can be used for technical spec, demonstrations, usability research and marketing.

Nigel Suddell, project lead for O2 added: “we are:london delivered a very impressive managed service that dramatically reduced the amount of time usually required to develop an information architecture design. The interactive prototype was an invaluable tool, that led to a much better understanding of a complex set of process and interactions, across the O2 development agency teams.

By providing a clear definition of the functionality in a succinct manner there was little room for interpretation and little need for clarifications. This directly impacted the production of other project deliverables (requirement specs, technical designs, etc) and was of great benefit in the overall timelines. We will be communicating this example, across our business, as a best practice approach for similar projects.”

Design, O2 Agile approach, information architecture, interactive prototypes, rapid prototyping

Interface design & research

The BT Vision website provides comprehensive TV and radio listings, games and service information as well as an e-commerce area for service and programme orders.

we are:london was appointed to make fundamental changes to the existing site that would improve usability, accessibility and navigation. The site needed to reflect the high standards and quality of the new TV service.

Issues & Requirements

• BT required an updated website that identified what the product was, and present it in a clear fashion.
• The site needed to support both new and existing customers.
• It was essential that the navigation was clear and easy for customers to find what they were looking for fast and efficiently.
• As the service grew, there was a requirement to ensure the website design was flexible to accommodate further additions.

Recommendation

we are:london recommended the User Centred Design methodology to research, prototype and test the website with end users. As highly skilled, experienced project managers, we are:london managed the entire project for BT; managing other external agencies and providing cohesive solutions.
Solution

To initiate the project, We carried out a full discovery workshop, identifying BT’s objectives and defining key customer profiles. These customer profiles were taken on ‘user journeys to determine the next stage of the development process.

Information Architecture

The Information Architecture was developed in conjunction with the internal BT Vision team and one other partner agency. We took full responsibility for the project management of this job, providing guidance on the wireframes and identifying the key components for the IA.

In addition, we are:london was responsible for ensuring that the content, design and branding, met with BT Vision’s business objectives for the site.

Usability testing

Extensive lab based testing was conducted with both existing and prospective BT customers; research techniques employed included eye tracking in the lab and an online survey on the existing site. The online survey results reflected the findings from the lab based testing and reinforced the need to make changes to the key site sections.

Tantamount to the success of the website, was the ability for visitors to the site to find the information that they were looking for quickly and to be able to understand the product as efficiently as possible.

Following extensive testing of the site navigation and feedback from the client, we are:london worked with the BT Technical team to implement the final changes and build the site.

Result

The new website is now streamlined to show content in a more powerful and dynamic way. Navigation is easier and more intuitive; with an improved taxonomy ensuring visitors to the site can find what they are looking for quickly and efficiently.

An ongoing review process with continued multivariate testing and further site development is now in place.

BT, Design, Research, Strategy information architecture, interactive prototypes, Lab Research, user centred design