LBi has won a globally-distinguished Hive Award for Best Information Architecture for the redesign of BT's Business website, http://business.bt.com. Judged by an internationally-renowned panel of experts, LBi was recognised for the organisation and optimisation of the site’s content.
With LBi input, BT Business’ information architecture has seen a 25% increase in broadband sales, a 75% increase in calls and line sales, and a 105% increase in domain and hosting sales. Traffic from natural search has also increased by 77%.
BT Business offers the UK’s 4.8 million-plus* SMEs more than 130 different business IT and communications products online. Ranging from start-ups to firms with 1,000 employees and some significantly larger, the market is diverse.
LBi redesigned the company’s site in 2009, moving from an online catalogue to an ecommerce vehicle. Using a detailed customer segmentation model, LBi insight was to design the site for an individual user rather than a business. The result has been a fresh site targeted at people rather than job titles.
Sarah Morris, director of User Experience at LBi says “This is a great win for us, in a category that is actually quite hard an area to differentiate. Information architecture is usually driven by the content and business requirements, so it’s great that, by utilising insights and by thinking about the taxonomy differently, we’ve been recognised for the creativity whilst at the same time meeting customers’ needs”.
Anil Pillai, Managing Director of LBi UK says “It is refreshing to win an award for User Experience - this is an area that contributes hugely to every project we do and is often not recognised as much as it should be. User Experience is the unsung hero of the industry. This is a renowned award and we are proud to have received it”.
* 4.8m private enterprises in the UK per the beginning of 2008 http://stats.berr.gov.uk/ed/sme/smestats2008-ukspr.pdf
LBi is a global digital marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest genuinely full service agency of its kind in Europe, LBi provides the full range of digital capabilities, including digital strategy, branded content, service design, media, CRM, technology, managed hosting and support services. The company employs over 1,500 professionals located primarily in the major European, American and Asian business centres such as Amsterdam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam (symbol: LBI).