Optus Yes Business: Digital platform redesign and nurture strategy creation
Optus are one of the largest telecommunications companies in Australia, providing services across the consumer and business areas, as well as wholesale services. Within Optus, the Yes Business platform helps small to medium sized businesses grow by offering practical solutions for their telecommunication and technology needs and connecting them with the small business community. blueegg would need to examine the current Yes Business experience for these business people in order to improve navigation and content discoverability, which would then guide the creation of a nurture strategy.
Yes Business were looking to grow organic traffic, reduce bounce rates and generate leads from their site. The project aimed to improve navigation, guide content engagement, and nurture prospects to sales readiness. Previous research had defined key personas within the small to medium sized businesses. By exploring and identifying the journey each persona goes on when navigating and interacting with the Yes Business platform, we sought to examine current content discoverability and uncover thoughts, pain points and opportunities for lead generation.
We conducted an initial review of the existing research, which had defined the personas within small to medium sized businesses (SMBs). This research had also led to content strategy and content production in the form of articles on the webpage, but curation of this had not been as successful.
Our research plan for interviews focused on gaining a deeper understanding of the customer journey when navigating and interacting with the ‘Yes Business’ platform and to uncover thoughts, pain points and opportunities for lead generation. Our team recruited and facilitated 30 interviews with key decision-makers and influencers within SMBs, including 5 participants from each of the persona groups of Office Managers, CTOs, Managing Directors, Executive Assistants, CFOs and Business Owners.
We found that people struggled to see the connection between Optus and the content, and the very premise of Yes Business was not clear. They come to Optus with a certain purpose and feel confused by finding articles.
“I don’t know what the link is between these articles and the Optus website, that’s very confusing”
“Yes Business doesn’t describe what it is. They know internally but no one who comes here knows what it is”
We also conducted usability testing on the current state, across both desktop and mobile. This was to determine how navigation was performing, as well as gauge interest in content (including test examples of proposed gated content to garner feedback). Key tasks that were identified as being the most important on the website for the users and the business were:
“At this stage I would have given up”
“Feels like insurance. ‘Quote’ threw me off”
“The level of information feels quite basic”
“People are looking for a fuller image, especially in business”
Synthesising the user interviews relied on pattern recognition, and 5 participants of any one persona type was all that was required to establish patterns in the insights they provided us. We identified themes and made recommendations based on the insights generated by the interviews. We also saw patterns emerge across the personas, meaning they could be grouped as Specialists (IT & Finance), Administrative (EAs & Office Managers) and Leaders (MDs & Business Owners).
Confusion about who ‘Yes Business’ are
Skeptical of content from Optus as didn’t see the connection to the business
Navigation was conflicting, making it difficult to find products or an article
Users showed interest in case studies as these had more relevance to them
We presented all of our findings in a workshop with stakeholders. blueegg distilled these findings into a detailed research report and high level deck. This also included a prioritisation spreadsheet of the insights and recommendations found in the research.
We created Journey Maps for each of the personas to further convey the story from our research. This also acted as a reference for targeted opportunities that would be further investigated in a nurture strategy.
After alignment of the next steps, blueegg began sketching a new design of the Yes Business website that would incorporate the now recommendations from our research report. We met regularly with the stakeholders, and the internal UX resource during this stage.
We further developed these sketches into wireframes and then into clickable prototypes. The prototype was then further valdiated with users through additional usability testing.
Analysis of key experiences, behaviours and patterns across the Yes Business site
Research facilitated, focused on 30 interviews delivering key insights, identifying behaviours and pain points
Customer journeys mapped
Nurture strategy developed including matrix with trigger points for ongoing engagement
Visual designs developed for marketing email templates
Key stakeholders of Yes Business engaged
Usability testing with users, examining current navigation and content
Sketches an prototypes drawn and iterated on
Newsletter template created with content strategy informed by research insights
blueegg is an experience design agency that places users at the centre of evidenced based user driven insights. We specialise in engagement, facilitation, synthesis, design, prototyping, usability testing and human centred outcomes.
If you think we can help then please get in touch at: firstname.lastname@example.org and we look forward to working with you.