Case study: BT

BT wanted to understand how their site could better support corporate clients that operate in more than one country and have their head office overseas.

BT had the traffic analysis data to show that the site was getting lots of traffic, but no way of knowing who those individual users were, and what they wanted to achieve. The problem for BT was that they wanted to improve the user experience, and drive more product sales or enquiries from the site.
 

What we did

We helped BT bring their users into focus. By running online surveys across the 5 different language versions of their site, we got a clear picture of who was using the site, and what the main objectives of those users were. This allowed BT to focus on the objectives of their most valuable target users.

We complemented the survey with user research, conducted with corporate decision makers and influencers in France and Germany. This helped BT focus resource on developing the content that their target users required, and devising a site structure to deliver quick and easy access to that content.
 

BT say:

"Without Foolproof, we still wouldn't have a clear picture of who our visitors were, and what our customers want from our site. Foolproof delivered this by managing overseas fieldwork, in a workplace setting, quickly and effectively. In doing so, we were able to understand much more clearly the requirements of our most valuable customers, and tailor our site accordingly."

Visit the BT website (opens in new window)