BBC

Project Summary

The BBC had begun experiencing a significant drop in registration success over the previous six months. I led research and UX design efforts to uncover barriers and improve the journey, collaborating with a cross-functional team.

WHAT I LEARNED

Working on this project highlighted the balance between business goals and user trust. In a public service context, data collection needs more than consent—it requires clear, honest communication about how data will be used. I learned the importance of framing requests around real user benefits, like more tailored experiences, while reassuring users their information is handled securely and ethically.

WHAT I LEARNED

TEAM & ROLE

Role: UX Researcher & Designer
Team: PM, Content Designer, Business Analyst supervised by Lead Researcher & UX Director
My Contribution: User interviews, workshop facilitation, data analysis, wireframing, prototyping

Problem Statement

Over the previous six months, the BBC saw a steep decline in registration success. Users were confused about why registration was required and mistrustful of how their data would be used—especially in relation to the TV licence. This lack of clarity led to drop-offs at key points. At the same time, the BBC aimed to enhance personalisation through data collection, creating a need to build user trust while meeting strategic goals.

Goals & Success Metrics

Identify barriers in the registration journey
Reduce confusion around data sharing
Increase completion rate of account sign-ups

Process

Analysis of user complaints
Competitor & heuristic evaluation
Co-design workshops
Prototype testing
In-depth interviews
Final report and design recommendations

The project began with an in-depth analysis of user complaints, which revealed confusion around the need for registration and how data would be used—particularly concerns linked to the TV licence. A heuristic and competitor evaluation showed how other platforms communicated transparently about data use, often highlighting benefits like tailored content or relevant advertising. These insights informed a series of co-design workshops involving UX designers, content strategists, data analysts, and product managers. Together, we aligned on hypotheses to test and explored ways to communicate data use more clearly.

We developed prototypes that tested language variations—making explanations around data use more honest and accessible, while offering users the option to dive deeper if they wanted more detail. A key goal was to show how sharing data would enable personalised experiences, while reassuring users about privacy and control. Usability testing confirmed that clearer language and improved structure reduced friction and improved trust. The final recommendations not only improved the registration journey but also helped influence the BBC’s broader approach to data transparency and user engagement.