BT Group - Business in a Box landing page
Role: Lead UI Designer | Stakeholders: Product owner, UX researcher, content designer
Method: Agile sprint cycles | Principles: User-centered Design| Tools: Figma, usertesting.com
Overview
BT Business in a Box is the new home for small business owners to manage their digital apps, services and products.
It’s their business, streamlined.
It's the smart business dashboard they'll come back to every day. From high-level finances to marketing campaign data, BIAB makes their life easier. By displaying all of their business metrics in one place, they get an easy-to-digest view of their company’s performance. They are able to see where they can cut costs, grow revenue and make important business decisions
Legacy Landing Page
Taking over from the previous contracting team, who had already designed a preliminary version of the landing page, we, comprising of a lead UI designer, a UX researcher, a copywriter, and one of the product owners for BIAB, sought to evaluate the efficacy of the existing landing page. To this end, we decided to conduct unmoderated user testing as an initial step in the project.
Legacy Landing Page
New Version
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User Testing
The goal of the user testing session was to compare the legacy landing page design against industry standards and evaluate whether it provided enough value for users to make a purchasing decision. Participants were asked to describe their overall experience and their understanding of the value proposition. Participants also had the opportunity to evaluate whether BIAB would effectively provide industry specific tools to allow for a personalised experience.
User Testing Strategy
Key success factors will include users understanding what is on offer, how the landing page could be improved and general ease of use. Participants will also be evaluated on their understanding of the next steps and how the platform works.
Objectives
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To uncover any pain points or causes for confusion
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An in depth understanding of what features/information/visuals users might require in order to produce a conversion
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Identify the successes and weaknesses of the landing page content
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To discover any new ideas that could potentially improve the landing page and sales funnel
Success was measured by:
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Achieving an understanding of how users interpret the proposition
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Achieving an understanding of whether participants find the propositions strong enough
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Achieving an understanding of what content provides the most value within the landing page (testimonials, video demos, tailored content etc)
Action Points
Our team, comprising of content designers, UX researchers, and product owners, leveraged the insights obtained from user testing to inform a redesign of our landing page. As lead UI designer, I was responsible for utilising the qualitative and quantitative data to develop components aimed at enhancing users' comprehension of the product offering and boosting conversion rates.
Action Point Example
A vast majority of respondents indicated that a video demonstration of the platform would greatly influence their purchasing decision. In light of this, I elected to go beyond the traditional video demonstration by creating a 'mini demo' component.
The 'mini demo' component tackled key points such as:
Screenshots particularly showing the cashflow features - was mentioned a number of times by participants
Video demo - perhaps to replace the static image at the top. 21 out of 25 participants agreed that a video demo of BIAB would have a significant impact on their purchasing decision

11 participants mentioned that the apps and screenshots of the platform were the most helpful in making a purchase decision



A number of participants requested there be more information on the benefits of BIAB, with an overwhelming majority suggesting that a video demo of the platform would make a big impact on their purchasing decision.
“A demo on the page to show how it works might be handy, because I need to see how it works in "real time". Live chat/support might be quite useful too. More apps that I would actually use in real time may persuade me” - User testing participant
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Action point example:
Lack of knowledge and time:
"As a business owner, I struggle to choose the right tools to serve my needs because I don't have the knowledge to make the right choice"

Lack of support and skills:
"As a user looking to grow my business I have little or no knowledge to manage my business digitally. I am determined to learn and build my skills but struggle to find time.”
Action point example:
When asked what questions participants would have before signing up to BIAB, 14 out of 25 said they would ask what the cost of BIAB was
A number of participants were under the impression that they were being offered a free trial for a limited period of time and expressed confusion as to why there were no details on how long the trial lasted for or how much it costs after.
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Action point example:
Uncertainty of perceived value
"As a user looking to build my business reputation, I need guidance to make my business compliant (legal, security, accounting) but I'm cautious of spending and want to get value from the digital tool purchased."
“I definitely think that testimonials can be helpful - but easy ways to contact somebody and ask questions is probably the most useful things to me. I personally prefer live chat, but it may be helpful to others to be able to call”
Results
The final round of user testing yielded highly favourable results in comparison to the previous iteration. All participants were able to confirm their understanding of the product offering, with only 2 expressing uncertainty around pricing. The majority of participants concurred that the dashboard screenshots, the accompanying video, and the free trial option would be the most influential factors in their decision to sign up.
