| T: +44 (0) 207 539 3840 |
| E: info@foolproof.co.uk |
Contact Us:
T: +44 0 1603 766 800
E: info@foolproof.co.uk
| T: +44 (0) 207 539 3840 |
| E: info@foolproof.co.uk |
P&O Ferries: Design supportAs part of a global strategic review, P&O Ferries wanted to drive greater sales efficiencies through its consumer website. A website redevelopment programme commenced with the aim of enhancing the user experience, improving sales conversion and reducing offline servicing costs. P&O Ferries asked Foolproof to support the redevelopment with a user experience programme to ensure the final website would achieve their desired sales and business results. The approach
The first step was a heuristic evaluation and sales experience review of the existing website and its competitors. This quickly identified actionable wins and fixes and longer term issues to be further probed with users. Foolproof then conducted user research: depth usability interviews to understand the consumer's context of use and prioritise the key usability and sales issues as a set of requirements for the information architecture and wireframing phase. Focus groups were also conducted to test new brand design concepts and the approach to taxonomy and product naming on the site. The resultsThe redeveloped site was launched on time and within budget and delivered 30% uplift in sales. P&O Ferries has continued to use Foolproof to support the ongoing development of its online channel focusing on increasing the efficiency of its online media spend Client quote"Getting the P&O Ferries website redevelopment right is of vital importance to our business. We wanted to ensure our users were at the centre of our design approach and Foolproof have been our trusted partner in delivering this. Their approach, methods and expertise in usability and online consumer behaviour is helping my team build a best of breed sales experience." - Head of e-Business Services, P&O Ferries Ltd |
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