Redesigning B Lab UK's website for a seamless
user experience
Can an anthropological approach unlock the secrets of user behaviour? Explore our case study and find out how we used our understanding of human-computer interaction to redesign the B Lab UK website for impact.
The problem
B Lab UK, home to the B Corp movement, champions positive change through business. The organisation has unprecedented demand for B Corp Certification and faced a critical challenge - their website wasn't working. High bounce rates and frustrated users were struggling to find information about the certification process. This painted a clear picture: the user experience was broken.
As a result of this work, the bounce rate for both the Certification Overview and B Impact Assessment pages fell dramatically. This alludes to the fact that people are now able to find the content that they are searching for on these pages more easily.
A note on accessibility
Accessibility is integral to all user research and design projects. As part of the work on user experience, I conducted an accessibility audit to ensure the website’s design, copy and structure were as accessible as possible. The findings of this review were incorporated into the final redesign.
The approach
I adopted an applied anthropological approach, immersing myself in the attitudes and behaviours of B Lab UK's target audience through qualitative interviews and observation. This approach complemented the quantitative data I collected and analysed, including user interaction metrics via Google Analytics and heat mapping software.
The second phase of this work included creating and conducting card sorting exercises to understand how users expected information to be organised, while task-based user testing revealed usability issues hindering efficient navigation. By meticulously analysing this data, I was able to identify key pain points, uncover hidden user needs, and prioritise information to streamline the user experience.
The solution
As with many user experience challenges, the solution is often simple, restructuring existing content to better meet the needs and expectations of the users. The research phase identified the certification process and the B Impact Assessment, which is a tool that all B Corps must use as part of their assessment process, as integral to the certification process. By making small changes to the language, images and navigation, I made these pages easier to access. The pages themselves were redesigned to improve access and understanding of the key content that users need to complete their B Corp application process.
The Results
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The Results –
Figure 1. A graph showing the decline in bounce rate for B Lab UK's certification overview page and the B Impact Assessment page.