Creating new web journeys for a £50 million brand campaign
The launch of the new EE rebrand saw the business go from selling mobile phones and data to a vast range of consumer electronics and services. The business needed a new journey to direct marketing traffic to and to convey the new direction of the brand.
Project goals
01
Educate users about the new brand
The new EE brand aims to be the most personal brand in the UK. A large part of this is introducing customer to all the new products and services that we now offer.
02
Drive traffic to sales journeys
Directing the large volumes of paid advertising towards our new and existing product categories was a key objective.
03
Learn about our users
To become the most personal tech brand in the UK, we were tasked with providing enough value to users so that they would provide their personal data.
Challenges
01
Balance numerous commercial messages
Given that this rebrand was for a multi-billion pound company which was also introducing many new product categories, one of the biggest challenges was accomodating the asks of the various different stakeholders.
02
Late delivery timelines for launch assets
Pre-agreed timelines for the creative guidelines and assets had set their delivery for days before the pages needed to go live. This meant that we needed to go into testing before we had received all the required assets.
Understanding the purpose of the campaign
To understand the purpose and objectives of the new journey, we met with key stakeholders to discuss the campaign and brainstorm potential ideas. Given the scale of the rebrand and new product areas, it was helpful to understand what our key selling points are and which messages needed to be prioritised in the designs.
Exploring potential creative directions
Early explorations aimed to offer a very ‘new’ experience to customers visiting the new EE journey. A key aim of the rebrand was to expand the areas of life that customers would expect to use EE for, most importantly - home, game, work and learn.
Leveraging reusable components and patterns
For improved efficiency and faster development we focussed on building reusable components and templates throughout. Each of the four key hub (home, learn, work and game) used the same Next.js page component and simply rendered the data for their respective content.
Testing the designs for usability
While ensuring general usability was important, we used a combination of moderated and unmoderated testing to test whether users noticed and understood the main messages of the campaign. One uncommon potential hurdle was how the user would navigate between the new campaign pages and the rest of the website, especially whether there was confusion between the ‘home’ hub and EE’s main homepage.
Asset creation and launch
As the campaign assets were due to arrive shortly before the launch, we needed to develop the pages in a way that they could be easily tested with dummy content and updated once the assets had been received. We used and shared the exact dimensions, aspect-ratios and file types for all images and videos with the relevant people. This included learning new skills, such as writing VTT files for accessible video captions.
