Users up for redesigned TV Licensing website
2.4m unique users have visited the TV Licensing website in the first three months since it was redesigned, an increase of 33.8% compared to the same period last year.
Transactions on the TV Licensing website were also up by 32.4% during this three-month period, which included customers changing their details and paying for their TV Licence. In addition, due to increased functionality and a completely revamped user-experience, Direct Debit flow conversion increased by 35% and card payment flow improved by 28%.
The site now makes it easier for people to buy, renew and update their TV Licence online. As well as changing the visual design and information architecture, we worked closely with Capita to integrate the new platform with the previous TV Licensing infrastructure, payment gateway and main-frame database. Collaborating in this way enabled the team to meet the existing policy and technical requirements whilst implementing the best possible design solutions at every stage of development.
Throughout the project, the site was rigorously tested with high and low-fidelity prototypes to ensure it was not only functionally effective, but also accessible to the widest possible audience. This included everything from functional regression-testing and accessibility testing, to cross-browser testing and ethnography where we observed and analysed how key customers interacted and responded to the website when they had specific tasks to carry out.
TV Licensing touches nearly every household and business in the UK, so the major challenge of this new platform was to fully engage an extensive customer base in one simple, efficient, self-serve web channel. The site places the customer at the heart of every single task and transaction by fully embracing industry leading user-centred design principles and digital best practice. Not only is it an exemplar of system design, ensuring transaction flows are as streamlined and efficient as possible, but it has also been created to help TV Licensing achieve their main business objectives – to maximise licence fee revenue whilst reducing the overall cost of collection and enhance their self-serve channel offering.
With the improved website fully operational, TH_NK and Capita are continuing to work with the BBC to support and enhance the TV Licensing platform as it evolves.
The results seen so far are very encouraging and demonstrate another step forward in Capita's and the BBC's continuous improvement programme across the multiple contact channels available to TV Licensing customers. The improved user experience, coupled with robust system integration and streamlined back-end processing enhance the online customer experience by making the site easier to use as well as delivering improved business efficiency by reducing the volume of exceptions requiring manual processing, all of which help to drive down the overall cost of collection.