Redefine your identity:
WEBSITE RESCUE | USER EXPERIENCE
How Kelvin helped the BPAY Group simplify their site for greater usability whilst he was at BMF advertising agency.
Splitting one complex site into two distinguishable simplified sites.
The story
HELP TELL THEIR STORY
Kelvin was working at award winning BMF advertising agency. He was tasked to simplify and optimise the user experience journey for the BPAY Group website revamp project. He also needed to distinguish this BPAY Group site from BPAY site as they had different target audiences. Kelvin worked alongside his fellow BMF colleagues and sister company Orchard who developed the site to bring this project into fruition. His work has helped contribute to the success of the project.
The challenge
KNOWING WHAT TO KEEP & WHAT TO EXCLUDE
The client wanted a clean website free of unnecessary distractions. Kelvin needed to simplify their content structure to maximise the ease of use and navigation for their visitors. This required careful consideration of what to include and exclude. Kelvin worked with the client and other BMF team members to strike the perfect balance of giving users what they want to know when they want it.
The approach
HOW WE OVERCAME THE CHALLENGES
Based on client and customer requirements, Kelvin had to identify what they wanted and needed to see on the website. And when they wanted to see it. He carefully stripped everything back to only include the bare minimum necessary. He then added the ‘nice to haves’ content and functionality back in little by little to achieve the goals of the website as well as BPAY Group.
The Results
WHAT WAS ACHIEVED
Targeted & Simplified Structure
By separating the BPAY Group info from BPAY.com.au, Kelvin ensured both websites have looked and behaved differently to cater to their different audiences.
Improved User Experience
By simplifying the content structure and layout, the targeted audience can now more easily find what they need, when they need it.
Kentico’s Site of the Year 2019 - Finalist
Kelvin’s work helped contribute to the BPAY Group receiving the Kentico Site of the Year Award for the Banking & Finance category.
Improved Traffic & Leads
His work helped contribute to the results achieved shown below.
*BPAY Group has been rebranded as Australian Payments Plus. Thus, this website has been replaced.
220%
increase time on site
43%
Increase in traffic
42%
Increase in leads
BMF’s Testimonial
SOME LOVELY FEEDBACK
Thank you Kelvin for all your meticulous work on the user experience design for the BPAY and BPAY Group website projects. Your eye for detail is second to none. Glad you are not afraid to speak your mind or have difficult conversations especially if it is to improve the web design and user experience. Couldn’t have done it without you!
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