Which?VISIT WHICH?

Mobile web view of the recently redesigned homepage showing the proposition, 'Get answers from our impartial experts'

Building a modern, accessible and performant user experience

I joined Which? in January 2022 and alongside evolving the UX team we have been on a rapid process of product improvement. A major area of work I’ve been leading on has been our recent brand and proposition refresh. We've used this an opportunity to not only improve the user experience of our product offering – but also shift perceptions of what people can expect from Which?.

Iterations we’ve made to our websites navigation, IA, homepage and topic verticals have brought successful outcomes. We’ve seen huge increases in engagement with the global navigation and exit rates have dropped dramatically due to UX improvements across the homepage and topic verticals. This was a primary area of focus as we endeavour to make users more aware of the range of ways we can help them.

New navigation design and IA structure has enabled users to find what they need quickly and discover new content areas

Moving away from describing features to actual member benefits enabled an increase in conversion rates

A best in class reviews experience

One of our major USPs at Which? are the trusted and independent reviews we create for thousands of products and services - from washing machines to broadband providers. We're continuing to make sure we offer a best in class experience for members in this space. In a world full of fake reviews and misinformation – it's important people have a resource they can rely on for accurate information.

Laptop product listing page linking to our trusted and independent reviews – logged out view

Panel showing locked reviews content within an article with a contextual CTA to join Which?. Second image shows the content when a user is signed in.

Useful tools and advice to help you day to day

Another big area of focus has been helping people through the cost of living crisis. We’ve developed a range of content initiatives and tools to help people improve their financial situation.

We also have a range of tools to help people navigate tricky consumer situations, such as buying faulty goods or dealing with flight delays.

A tool to help people through the cost of living crisis

Desktop screenshot of a money topic sub-vertical that quickly brings users to high value content

Mobile web view of some of our helpful money tools and content

Broadband speed checker tool that quickly lets users know if their broadband is performant and if they could be getting a better deal with alternative providers