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Birmingham City University Advantage

Innovative Web Design that Puts Users First

Birmingham City University’s business growth network, BCU Advantage, supports West Midlands businesses at all stages of their development.

Making User Journeys Personal

We wanted the BCUAdvantage homepage to disrupt the typical structure of a corporate services website. Instead, BCUAdvantage greets visitors with a call to action. Using imperatives and strong, aspirational imagery, we put the user’s intentions front and centre with the opportunity to ‘Start’, ‘Grow’ or ‘Innovate Your Business’. This landing page funnels users into the appropriate section of the website for their business needs, showing only the relevant services.
We placed the customer at the centre of the language used on the site, with headings asking about ‘You’ or voicing the customer’s ambitions with ‘I want to’. Compared to the old website, accessing services offered by BCUA is much easier to navigate and services are more targeted at relevant customers.

Creating an Engaging Enquiry Process

The previous enquiry form was poorly designed, leaving it crowded with services and poorly detailed. There wasn’t enough information about each of the services and it was overwhelming for businesses to use. We needed to create a form through which businesses could access every service relevant to them, but which had no unnecessary options creating clutter.
We built a bespoke multi-step form to solve this problem. Users click through the options, triaging them to service lists that are based on their indicated business needs. The new form is more modern and more supportive of users, as they only see what they might be interested in. Dull check-boxes are replaced with vibrant cards to select, and the language is simpler and more encouraging than before, making the form a process businesses will love.
The form remembers when the user has filled it out before, or if they have accessed it from a particular service page, and uses this data to populate automatically. For example, if a user clicks ‘Make an Enquiry’ from a page describing the BCUA start-up incubator, the form will preselect ‘I Want to Start a Business’ and ‘Incubator’ as things they are interested in. From here the user can add services, describe the specifics of their enquiry and share their contact details.

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