UX
parties. These included designers, project managers, developers, account managers and client stakeholders to ensure all business requirements were captured, documented and implemented. The intention throughout was to
keep the user journey and experience as seamless as possible, with the user always at the very heart of the experience.
The Solution
The Experience Design and Technical Team at Ngoar redesigned the Bike Builder user journey, and, to ensure a great user experience, the site was made fully responsive for mobile, tablets, and other devices
In addition, Ngoar
re-engineered the data feed (API) and re-rendered all images used on the tool to ensure that the Bike Builder would deliver a significant speed improvement. To help with this, the Bike Builder was directly integrated
THE
INTENTION THROUGHOUT WAS TO KEEP THE USER
JOURNEY AND EXPERIENCE AS SEAMLESS AS POSSIBLE, WITH THE USER ALWAYS AT THE VERY HEART OF THE
EXPERIENCE.”
into the SiteCore experience platform, along with various key APIs, Plug-ins and Payment Gateways. A customer login area, greater personalisation and integration through all of the popular social media channels including Facebook and Instagram were also developed. The Bike Builder was further
enhanced with videos and animation that appear alongside the bike components featured for user selection. This drastically improved loading times, which made for a much more fluid user experience when selecting the elements customers wanted to construct their bike. Jez Frazer, Creative Director at Ngoar says, ‘The result is clearly signposted, educational and simple to use, whilst staying true to the Brompton brand and the subsequent business needs.’
The Results
The project has been a massive success. Users now have the ability to engage in an immersive purchase process from start to finish, and get exactly the bike that they want. Since the launch in early October
2016, Brompton Bikes has seen many benefits. The overall speed has improved, page load times have decreased and user dwell times have significantly increased. Page conversions have also gone up. This has led to measurable and significant returns from the very first month.
As Harry Mann, Digital Marketing
& Ecommerce Manager at Brompton Bikes says, ‘The results have been great and exceeded our expectations. Ngoar’s intimate knowledge of our front end set up, coupled with a complex link to our back end database enabled [it] to finely tune the experience design to what our technology platforms could feasibly deliver.’ Peter Meadows, CEO, Ngoar, adds: ‘What I particularly liked was the challenge of creating something technically driven but with a strong aesthetic feel where form and function work together in harmony. That’s what we always strive for at Ngoar and with the Brompton Bike Builder I think the team really achieved that.’
ngoar.com
57 issue 30 summer 2017
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