Creating a promotional website for the sports association and developing a user portal for the employees and admins of BNP Paribas group for BeAPI agency
Overview
The ASC, as the cultural and sportive association for BNP PARIBAS employees, offers over 79 free activities to choose from and has attracted more than 16k users.
In order to increase subscriptions, BNP PARIBAS sought to promote the association through a new functional website. Another goal was to enhance user dashboard utility by fostering greater camaraderie among members.
The project took two-and-a-half years from inception to deployment and resulted in three deliveries – one public website, one user dashboard, and one admin dashboard.
Role
Ux Research, Ux Design, Prototyping, Usability testing
Part I : UX Research
Following an audit using both Ga and Hotjar, our aim was to collect valuable insights from BNP Paribas staff members. The objective was to gain a comprehensive understanding of their perceptions regarding BNPP ASC, including the factors influencing their decision to join or not. Additionally, we sought to identify areas for improvement and explore how a digital interface could enhance user experience.
Focus groups
In order to obtain this data, we’ve conducted 4 focus groups consisting of 20 employees. Our efforts have resulted in a comprehensive list of the users’ needs and motivations towards BNPP ASC, as well as identifying all areas which cause discomfort or dissatisfaction within their user experience.
The focus group helped us :
1- Understand the basic motivations behind the act of subscription or recommandation in the subscription
2- Determine precisely the scope of what admins can and can’t do regarding the promotion and management of the ASC (sports and cultural association)
3- List the Users needs, satisfaction and pain points of every ASC’s digital tools
4- Meet and discuss with our final users !
The next step was to establish of a list of features in order to first solve basic user experience flaws
Surveys
Large scale survey and card sorting
In order to better understand our users we’ve decided to confront what’ve learned from the focus groups with two large scale surveys. We’ve submitted to a panel of BNPP employees an online survey in order to :
1- Ask users what type of features they are looking for from the ASC
2- Understand their relation with the ASC
3- Confront conception ideas directly to users before designing them
4- Know why and how BNPP employees do sports out of office
5- Recruit users for testing and workshops
With 2000 participants, a completion rate of 100%, and 451 recruits for user testing, the results were highly conclusive.
The survey responses helped establish our feature list and enabled us to develop a User Centered Design Canvas. This facilitated an aligned vision among all stakeholders involved with the project.
Part II : Flows & architecture
The UX research learnings gives us a clear view of where to focus our conception work
Our research have put into lights very precise needs from the users. After validating the list of features via our survey, we’ve started thinking about the interface by designing the user flows while asking ourselves :
1- How the user would access the most valuable features ?
2- How to reach the goal of more subscriptions ?
3- How to present the advantages of the ASC ?
4- Can the subscription process be simplified ?
Then I’ve designed the user flows by always starting from the user needs (gathered during the research phase)
Wireframing & Testing Roadmap
In the next phase, we have identified and mapped out the key elements that require wireframing.
Additionally, the userflows furnish valuable insights for our upcoming user testing phase concerning objectives and optimal routes to accomplish them.
Part III : Wireframe & prototype
Improving the subscription process
Our data from the research phase showed that the subscription process on the website was underperforming because of :
1- The lack of a responsive website
2- The nature of the questions asked at each step of the process
3- The number of steps (9)
The answer
I’ve reduced the number of steps from 9 to 2 and simplified the nature of the questions asked to avoid drop offs
The subscription payment process is managed after the subscription on the user dashboard to facilitate the subscription
I’ve used tooltips for the specific/difficult input forms to explain clearly what type of information is required
I’ve used a progression bar
I’ve design an “ecommerce basket”, so that users know which activity they are subscribing to
Helping users to find a sport or cultural activity
From the survey and the focus groups we’ve learned that user search activities by : name of the activity, proximity from office or house and because ASC is an internal association they are looking for colleagues in activities
The answer
Give access from the home page to a dynamic form so that users can search by activities and/or cities. We added a search by people names so that you can easily join a colleagues and be sure you are subscribing to the right activity.
Giving users all the informations required before subscribing
From the survey and the focus groups we’ve learned that user are looking for practical information about an activity before subscribing. The surveys helped us build the information hierarchy on the activity page
Creating a useful dashboard
The audit revealed that the majority of users did not utilize the user dashboard due to a lack of comprehension regarding its features.
Heatmaps highlighted several pain points on essential pages for users. Follow-up surveying and focus groups yielded a list of recommended enhancements to improve the performance of the dashboard.
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The answer
I have first updated the user flows to have an overview of how the dashboard will communicate with the public website
After validating the technical possibilities I’ve wireframed a prototype of the dashboard that would be used for the user tests
Part IV : User testing
User test #1
We aimed to evaluate the website’s usability and track users’ paths in accomplishing three primary objectives:
1-Subscribing to a local activity
2-Subscribing to the same activity as a colleague
3-Accessing information about an activity.
Over two days at BNP Paribas design thinking offices, we employed Maze to test the wireframe prototype with 20 participants.
We’ve scored a 85% of mission completion during the tests and received feedbacks to iterate
User test #2
Our goal was to test the usability of the dashboard, the comprehension of the features and to record the path users take to achieve key objectives :
1- Subscribing to an event
2- Editing the personal informations of a member of my family (one account to manage family members and the BNP Paribas employee account)
3- Posting a picture
Via Maze we tested the wireframe prototype with a panel of 15 users inside BNP Paribas design thinking offices
We’ve scored a 90% success score for all missions, the feedback were mostly UX writing feedbacks
