We were set the task of creating a website for the British Insurance Brokers Association that demonstrated just how hard the organisation works on behalf of its members. At the same time, making the site more accessible and engaging for the range of visitors.
By taking the time to really understand why the different audiences would be visiting the website, we were able to produce a layout and navigation that presented content in a clear way while also drawing visitors deeper into the site.
Having worked with the client to develop a clear brief, we agreed KPIs including how long visitors spent on the new site, how many pages they viewed, and a target bounce rate. All of these saw dramatic improvements and the website went on to win an award.
A lot can happen in ten years. That’s how long the BIBA website had existed in its current form. Over that time, a huge number of pages, features and content had been added and the site was creaking a little from a design and user experience point of view.
BIBA itself had also changed a lot over that time and it was agreed that the website needed a re-think in order to act as the central communications hub for the organisation; somewhere that BIBA could demonstrate just how hard it was working for its members, but also somewhere that the wide range of visiting audiences could easily find engaging and valuable content.
Following the discovery phase of the project we developed a single sentence to focus our efforts and provide a reference point as the project developed.
“The site needs to work harder to tell the BIBA story, push key content, be easier to search and act as a strong communication platform, whoever the audience is… all the while offering an engaging user experience on any device.”
We began with a series of workshops where we did some deep analysis of the existing website analytics, spent some time reviewing why websites that the BIBA project team aspired to offered a positive user experience, and worked collaboratively to understand who the target audiences were and what they would be looking for from the new website. This phase of the project led us to agree on a single statement that summed up our aims for the new site:
From the outset, we focused on what BIBA wanted to see from the new website to judge it as a success. It was clear that they wanted visitors to spend longer on the website, absorb more content, and generally leave having found something valuable and interesting. By comparing year-on-year data in Google Analytics, we could see that this had been achieved far beyond the client’s expectations. The success of the project was further reinforced as it won ‘Best Website’ at the Trade Association Forum Best Practice Awards.
“Working with BIBA on this important project was a great experience and one that was truly collaborative. BIBA is a highly communicative organisation and we feel the new site tells their stories in both a visually engaging and accessible way. Sites today must be easy to navigate and search while also working across the full range of tablets and mobile devices. Their new site ticks every one of those boxes and more.”
Craig Freeman, Innovation and Development Director