LESS DISTRACTION, BETTER CONVERSION
Around the UK, thousands of media buyers have to check a dozen of websites daily to find clear information about advertising formats.
Traditionally, media buyers end up either getting in touch with media owners or having a quick look around websites.
In the process, lots of companies may be ruled out simply because their websites are not friendly enough or offer a poor experience. T4media is a media owner company and as part of a drive to reduce friction on between users and them, a new website has been planned out and designed.
Key Business Research Findings
In general, users of T4’s website fall into one of the three categories: Media Buyers, Marketers and Designers.
Key User Research Findings
In all three cases, User Needs would fall into one of following categories: ProductInformation, Product Image Gallery, Site Location, Data Collection, Contact Information and Artwork Spec.
CHALLENGE
Facilitate the process of gathering information T4 website and encourage users to perform any form of interaction, whether it is a search for sites, go browse through the photo gallery or put an enquiry forward.
HYPOTHESIS
Users get a better first impression of both product and company when information can be found with ease
A better experience will play a part in the process of decision making
Answering question early in the process reduces the number of enquiries not related to revenue generation put through
THE PROPOSAL
Optimise content a user flow on the website so all three types of users can have quick and easy access to the 5 categories listed above. Also, create a funnel leading people to interact with the website whether by searching for sites or getting in touch.
User Flow
Wireframes & User Interface
In the process, it became clear the website wasn't the only thing that could do with some attention. T4 had been on the market for over 20 years and the brand reflected just that. We decided to also refresh the brand ID without losing sight of its character and history.
IN CLOSING
After a series of efforts to better communicate and understand users, T4 was able to solve an occurring problem for its users: to gather information quickly and easily about advertising formats. Sometimes companies in good faith overwhelm their users with content that neither is relevant to what they’re after or appropriate for the moment.