I was tasked with updating and bringing new life into FPV UK. Their focus was to sell their liability insurance as well as promoting their membership benefits and information about drones. Their old site was disorganised and hard to understand what they were providing.
The previous website had good quality content but was displayed in an unfriendly way. When user testing the old website people commented on how there was too much text and they frequently skipped over it. They also found the site architecture hard to understand as there were topics that didn’t match the focus of the website.
FPV wanted to keep the content the same as much as possible but were happy for me to change the information architeture (IA) to create a more cohesive website.
Using a card sort with 20 participants I was able to simplify the IA so at first glance users could understand and navigate the site better.
Having a good understanding of the site architecture helped me to sketch out some low fidelity wireframes. Once I was happy with the general layout I created a set of high fidelity wireframes which I guerrilla-tested on 3 participants.
Two of the participants were confused by ‘The Law’ navigation item and found it too much of a ‘scary’ word. This prompted me to change the navigation item to ‘Current Advice’ which was more descriptive and less intimidating.
The main purpose of the site is to encourage users to sign up to FPV UK as a member where they’ll receive £5 million in public liability insurance as well as support and advice from the community.
In order to keep this focus a widget was created for each page which gave all the upfront information people needed with a clear call to action for users to join.
Responsive: During the initial research I found that 40% of the sites traffic was coming from people on their mobile and tablet devices. The old site was not designed for mobile so it was important that the new site was designed in a responsive mobile first approach.
Modern Code: The site was developed using HTML5 & CSS3 with a Bootstrap framework as the foundation. It was built mobile first to ensure that no matter the size of the device all the important information is retained and is clear and easy for the user to navigate.
Easy management: WordPress was then integrated resulting in a robust experience for the product owner that can be easily maintained and edited.
Over 40% of users are now catered for with an all new mobile experience
The first day the site launched we saw over 300 new membership plans purchased and had great feedback from customers even with a new price increase. Customer feedback showed they were happy with the new site and thought it added value and investment into the membership plan.
Through continued A/B testing we were able to work on different marketing messages on the homepage to increase conversions throughout the site.
“Since the launch, I’ve received many compliments on the design - I love the new and improved look. Lucy has worked tirelessly on this project and has met every deadline with great communication. I can’t wait to start the next project!”
Simon Dale, Founder, FPV UK