Project Background and Goals
For more than 35 years, BiP Solutions have lead the way in helping the public and private sectors work together. More than 5,000 public sector organisation and 220,000 businesses in the UK alone use their expertise to achieve their business development objectives.
Following on from their Supply2Gov Tenders site model, BiP Solutions were looking to create a series of tender alert websites for their chosen sector, by creating a white-label solution that could be customised on a sector-by-sector basis. BiP approached us for UX, strategy, planning and digital marketing support in the creation of their new ‘white label’ public sector tender website model.
I kicked off the work by having an initial meeting with the client to understand where they were at in terms of the product roadmap, build and consideration for user experience. We agreed to undergo a ‘discovery’ period, as it became clear that system requirements were outweighing user needs from internal stakeholders, and there was confusion around approach to build and best-practice design.
Understanding user needs
I did information gathering of user demographics using Google analytics and Hotjar, conducted a UX review and wrote a report of the existing Supply2Gov platform. In addition to this, I did a thorough competitor analysis both within and outside the sector to benchmark BiP’s platform.
I worked closely with BiP to create customer journeys for the following areas of the platform: onboarding, search and results, email alerts, tender alerts, and subscription upgrades and downgrades.
Iterative design from evidence-based research
I worked alongside the in-house product team at BiP solutions to deliver key areas of their white label platform.
Outputs included customer journey mapping, task modelling and delivering wireframes for the development team to build out and test before ‘rolling out’ into the platform.
A key problem area on BiP’s existing “Supply2Gov” platform was registration. Over 69% over visitors would drop off during registration. My research identified that there were too many unnecessary fields, and that the form was built for the Marketing teams needs and not the end user.
Asking for an excessive amount of information upfront was turning users off, and they would simply abandon the website. My solution used the “one thing at a time” approach, where users complete a single task at a time and we only ask mandatory information upfront. Once the user registered, the onboarding experience was completed by gathering interests and contact preferences.
Saved searches and tender alerts
We streamlined two disjointed areas of the site as they had a great deal of crossover, and identified that users were likely not creating email alerts for tenders as it was stored separately from the search functionality.
Our approach for the new platform means that when a user conducts a search, they can easily choose to save the search and create an email alert, which will notify them any time a new opportunity with their chosen keywords is added to the system.
Subscription upgrades and downgrades
Subscriptions are how BiP Solutions makes money. They offer users a “freemium” style account, where they receive a small amount of coverage (alerts within their local area) for free when they register for an account. Users are then upsold more coverage, which increases the amount of tenders they can view and apply for.
The issue with the existing platform was the limited flexibility in coverage. Users jump from just getting local alerts, to nationwide then UK-wide. They could not control how many different sources they got alerts from, they simply received alerts from all possible sources. User feedback was that packages were too expensive, and users were frustrated that they had to get a “bunch of extra stuff that’s not relevant to me”.
Our approach was to create a flexible subscription model that allowed users to firstly select the amount of coverage they wanted, how many sources then finally we upsold individual add-ons to “boost” their package. Ultimately we created a solution that allows users to create a package that is truly tailored to their needs.