Better Bankside
Better Bankside is one of a new breed of organisations called Business Improvement Districts (BIDs). This BID covers the Southwark/SE1 area of London and encourages businesses in the area to take an active role in its development. The Better Bankside website is an integral part of the organisation with the potential to reach and engage businesses and individuals in the community.
The Better Bankside BID is an elected organisation and given the forthcoming re-election ballot, we recommended a full Visitor Conversion Optimisation campaign to allow the business to promote its services and reach its audience more regularly and effectively.
We began the project by analysing the current statistical data available via Google Analytics and benchmarking key statistics against similar/competitor sites. We created task-based goals and assessed how well the site was supporting users in achieving those goals, i.e. were news articles encouraging click-through to other areas? How long did users tend to stay on the site and where were the highest dropout points?
With this information, we ran a series of user involvement activities to find out what the main obstacles to a good user experience were, including a focus group with members of the levy-paying businesses within the BID, stakeholder workshops with internal users and card-sorting activities to find a new and improved content architecture that was intuitive and pleasing to the target audience.
Using the information gained, we then produced a full recommendations report and wireframes highlighting how they could improve the site and meet the organisations needs better.
We are currently working with Better Bankside to oversee the site improvements and ensure that they remain in line with user expectation.
