A user experience project on a global scale, providing actionable...
Experience Lab is part of Serco Group plc.
In 2021, the client had identified the need for a broader understanding of their UK-based market, with a focus on their current and prospective customer needs and behaviours.
Ensuring that the brand kept pace with challengers in a highly competitive market was never as important. Engaging with users globally was key to keep their tools front of mind.
Our first programme of work was conducted in two parts: discovery and usability.
From our research, we delivered key insights to help the brand understand their market and potential users better, mapping actionable recommendations to these insights to ensure that the desired experience matches UK buyers’ expectations.
We also delivered a list of usability issues ranked by severity, along with recommendations for each issue, and provided opportunities for further research based on the pain points we uncovered in the buying journey.
This initial work provided the foundation for an overhaul of the UX and overarching customer experience across the client’s digital tools and online platform, increasing engagement, wider usage and new subscriptions.