VO
Venue operators
“Have they worked on an arena like ours?”
NEEDS
Proof the firm understands how venues run day to day.
→ Projects
CASE 02 · UI/UX & DIGITAL PRODUCT DESIGN
JBC Projects
A website that answers one question for venue owners: has this firm delivered a project like mine?
01 — PROBLEM
JBC's clients are venue owners, operators and investors planning large, long-term projects. Before they get in touch, they check one thing: has this firm delivered a project like mine? The firm's experience was not presented in one clear place, so the answer was hard to find.
How might we help visitors confirm JBC’s experience in one visit and make contacting the firm the obvious next step?
02 — RESEARCH
08Venue projects audited
04Consultancies reviewed
03Audience groups defined
05Journey stages mapped
Main finding: clients choose a venue consultant on its past projects and clients first. The service list comes second.
03 — AUDIENCE
Who the site is for, what each group needs, and the page that answers it.
I&
Investors & developers
“Can they keep a project this size on track?”
NEEDS
Confidence that budget and timeline stay under control.
→ Services
PS
Public sector clients
“Is this a safe choice to put forward?”
NEEDS
An established supplier with recognisable clients.
→ About
04 — JOURNEY MAP
What a visitor does, thinks and struggles with at each step, and the design decision that answers it.
FindScanCheck proofDecideContact
EMOTION
STAGEFindScanCheck proofDecideContact
DOINGGets a referral or searchesReads the homepageBrowses projectsOpens a project pageSends an enquiry
THINKING“Who else has done this?”“Do they work on venues like mine?”“Have they delivered at this scale?”“Is this the right team?”“How fast can we talk?”
PAIN POINTExperience not visible at first glanceServices and projects mixed togetherProjects hard to findNo next step after readingUnclear what happens after getting in touch
DESIGN RESPONSEClient logos in the heroThree clear service cardsProject grid on the homepage“Let’s talk” after key sectionsShort form with FAQ, email in the footer
01 Find
DOING
Gets a referral or searches
THINKING
“Who else has done this?”
PAIN POINT
Experience not visible at first glance
DESIGN RESPONSE
Client logos in the hero
02 Scan
DOING
Reads the homepage
THINKING
“Do they work on venues like mine?”
PAIN POINT
Services and projects mixed together
DESIGN RESPONSE
Three clear service cards
03 Check proof
DOING
Browses projects
THINKING
“Have they delivered at this scale?”
PAIN POINT
Projects hard to find
DESIGN RESPONSE
Project grid on the homepage
04 Decide
DOING
Opens a project page
THINKING
“Is this the right team?”
PAIN POINT
No next step after reading
DESIGN RESPONSE
“Let’s talk” after key sections
05 Contact
DOING
Sends an enquiry
THINKING
“How fast can we talk?”
PAIN POINT
Unclear what happens after getting in touch
DESIGN RESPONSE
Short form with FAQ, email in the footer
05 — HYPOTHESES
Five hypotheses, each with its own metric. Drawn as variants of one component: same structure, different bet.
❖ Hypothesis
- H1
Client logos in the hero build trust faster.
METRICShare of visitors who scroll to ProjectsHigh impact - H2
Projects on the homepage help visitors find relevant experience.
METRICProject card clicks per sessionHigh impact - H3
Three clearly separated services help buyers find the right one.
METRICService page viewsMedium impact - H4
A repeated “Let’s talk” call to action increases enquiries.
METRICContact clicks per 100 visitsHigh impact - H5
A short enquiry form with answers to common questions lowers the effort to get in touch.
METRICForm submissions per contact page visitMedium impact
06 — PRIORITISATION
Each hypothesis placed by expected impact and the effort to build it. Client logos and the repeated call to action went first; projects on the homepage were a big bet, as every venue needed photos and copy.
QUICK WINS
BIG BETS
NICE TO HAVE
LATER
IMPACT ↑EFFORT →H1H2H3H4H5- H1Client logos in the hero build trust faster.
- H2Projects on the homepage help visitors find relevant experience.
- H3Three clearly separated services help buyers find the right one.
- H4A repeated “Let’s talk” call to action increases enquiries.
- H5A short enquiry form with answers to common questions lowers the effort to get in touch.
07 — VISITOR FLOW
The main paths through the site, including where visitors split.
08 — SITEMAP
Information architecture agreed with the client before wireframes.
Home
- Services
- Strategic Advisory
- Owner’s Representative
- Project Management
- Projects
- Ziggo Dome
- OVO Arena Wembley
- AO Arena
- + 5 more venues
- About
- Newsroom
- Let’s Play Golf
- Contact
- Enquiry form
- FAQ
09 — WIREFRAMES TO UI
Low-fidelity layout first, agreed with the client, then the final interface.
10 — SOLUTION
12
34- 1
Hero with client logos
Tagline, two calls to action and a logo strip, so visitors see recognisable clients first.
- 2
Services overview
A one-line intro, then Strategic Advisory, Owner’s Representative and Project Management as a clear list.
- 3
Projects on the homepage
A slider of six venues, each with a large photo and the venue name.
- 4
Closing call to action
“Got a project in mind? Let’s talk.” at the end of every key page.
- 5
Footer as navigation
Services, featured projects and a direct email.
- 6
Trade-off
A form gives structured enquiries; the direct email stays in the footer for senior buyers who prefer to write.
11 — SCREENS
Key screens on desktop and mobile.
12 — WHAT WE MEASURE
Each hypothesis is tied to one event on the live site. Targets are set once the first month of data gives a baseline.
STAGEHYP.METRICHOW IT’S TRACKEDTARGET
TrustH1Share of visitors who scroll to ProjectsScroll-depth event on the homepageBaseline after launch
ProofH2Project card clicks per sessionClick event on project cardsBaseline after launch
OrientationH3Service page viewsPage views on the three service pagesBaseline after launch
ConversionH4Contact clicks per 100 visitsClicks on “Let’s talk” and Contact usBaseline after launch
ConversionH5Form submissions per contact page visitForm submit event on ContactBaseline after launch
13 — RESULTS
Validated before build
Reviewed with the client at wireframe stage and with the agency before development, then checked on desktop, tablet and mobile. After launch, contact clicks, project page views and mobile bounce rate are tracked — each linked to one hypothesis.
What I would do next
For B2B services, clear project information matters more than visual effects. Next: filter projects by venue type, add capacity and opening year to project cards, and add a project-stage field to the enquiry form.