Doing the Maths.
Bentley UX Strategy,
Research and CJM Project.
Role:
Team Consultant. Lead Consultant UX stategy.
Duration: 14 weeks
Tools
-
Figma
-
Illustrator
-
Canva
Deliverables:
-
Discovery workshop
-
CJM Stakeholder Workshop
-
Internal Research Project
-
UX strategy Doc
-
Wireframes
___________________________________________________________________________________________________________________
OVERVIEW
Bentleys is a prominent accounting firm with a national presence in Australia. They operate through a network of 700 staff and 80 partners, with offices strategically located across the country.
Who I worked with
The Bentleys UX strategy project aimed to revamp their website with a focus on key objectives, including demonstrating national presence, creating a user-friendly platform for easy advisor access, supporting cross-selling, and establishing brand credibility through thought leadership.
The problem
______________________________________________________________________________________________
SOLUTION
Scope
The proposed Bentleys UX strategy involves a website overhaul for improved user-friendliness, advisor access, cross-selling, and thought leadership, while also boosting brand credibility and achieving targeted conversions.
Discovery Phase
Through a collaborative workshop involving Bentleys' stakeholders, we effectively mapped client interactions, gathered user insights, and leveraged analytics. Our internal research further refined client personas through surveys, enabling us to tailor the website for an enhanced client experience.
ANALYTICS
Bounce Rate
Improved by 10%
Conversion Goals
7% up on average.
Returning Visitors
9% increase. By defining segment needs and a marketing retention strategy.
68.3% new visitors offered a conversion opportunity. With an average of 2.83 pages per session, content marketing suggestions were made. A 50.68% bounce rate indicated potential navigation issues.
WIREFRAMES
This section outlines a sample of wireframes for the Bentleys website, providing layout and functionality recommendations.
APPLICATION
Visual System
Advisor Match
Solution Sectors
Solutions Calculator
About
Solutions
Knowledge Centre
Home
Advisors & Knowledge
______________________________________________________________________________________________
SUPPORTING WORK
Information Architecture
Bentley's website's Information Architecture (IA) is organised, categorising pages into different navigation levels. This structured IA ensures a user-friendly browsing experience based on stakeholder research and reference to analytics.
______________________________________________________________________________________________
Ideal User Flow for Advisor Enquiry
A primary focus of the UX strategy was to increase revenue and leads through advisor enquiry.
