Content and design How a Lean team rebuilt BNZ’s website together

Understand the problem Be clear about goals Find tools that help you ‘talk’ Design using real content Launch, learn, optimise

Single-minded

Less paperwork

Fewer stakeholders

More users

Lighter process

Launch quickly

Validate ideas early

How do we get more people to

a credit card application? START

Business Objective: Get more customers into the application funnel

Customer need: To feel confident of choice before applying

MVP: Re-writing and re-architecting the content and pages in the credit card section

Metric: Increase credit card application starts

Minimum weak product minimum viable product ultimate dream product

Declutter and tidy upContent wrangling and unwrangling

31 Number of pages we started with

12 Pages of help content re-housed

7 Different places to find travel info

9 Number of pages we went live with

finding the right toolslean tools for collaborative working

Proto-content. it’s a thing.Designing with real content

Content Patterns

Start with “yes”

Mine the detail

“Language is like a road”Rebecca solnit, author

create a narrative

GET IT DONE

FIND OUTCHECk it out sort it out

Talk it out

/contact/experience

www.bnz.co.nz

/support/community

Pathways, pathways, pathways

BNZ customers collect Fly Buys points 5 times faster on average than regular Fly Buys members

Close the deal

“happy wife, Happy life”…also applies to your stakeholders

releasing the alpacaWhat we learned

So what?

Understand the problem Be clear about your goals Find tools that help you ‘talk’ Design using real content Launch, learn, optimise

Thanks

image credits

http://transformcustomers.com/

http://photos.oregonlive.com/

http://gazinggirl.com/

Book CREDITLean UX: Applying Lean principles to improveuser experience by Jeff Gothelf

@milmi