The brief
After undergoing a rebrand, leading debt recovery service Lantern had lost sight of their core values: to help clients get out of debt with dignity. They came to Blue Digital to reinvent the website, helping to answer user questions sensitively, and avoid overstretching their call centres.
How we made a difference
Brand and website renovation
Lantern chose Blue Digital as a brand partner to oversee their website re-design. Specifically, they were struggling with users not being able to find the answers they required. This resulted in long wait times for their call centres, which was damaging for the brand. Blue Digital worked with Lantern’s previous branding agency to implement a simple, human-centric design with a consistent message.
One of the key facets of this brand message was to normalise debt. Lantern’s mission is to remove the shame from debt, and give their customers the confidence to be self-sufficient once again – with dignity. We suggested a suite of carefully considered images, displaying a diverse range of personas to help users feel ‘normal’. The web design needed to integrate Lantern’s third-party functionality, so we built it to give them maximum control.
Focusing on user experience
With a focus on removing the stigma of debt, we needed to provide a self-sufficient user interface. This would allow visitors to clear their debt with minimum human input from others, thereby encouraging independence.
The discovery phase involved a deep analysis of current website users. We implemented heat maps, surveys and live recordings to gain a better understanding of customer pain points. This informed our human-centric design. We developed a platform tailored to a young, technologically-minded audience. This took the load off call centres and increased customer satisfaction.
Continuous improvement
We continue to work with Lantern to carry on assessing and finessing website performance. We monitor user engagement and make changes based on data capture, making sure we respond to changing customer needs.
The results
Lantern UK saw an immediate increase in revenue purely based on reduced call centre activity. With users getting exactly what they needed on-site, there were no barriers to conversion. We were able to not only meet, but exceed Lantern’s expectations, and partner with third parties to improve user experiences.