This kind of area is like catnip to a content designer, and seemed like a great opportunity to demonstrate to a skeptical business what content design could do. The problem was, with resources stretched and everything a high priority, how to convince stakeholders to invest in more than just a patch-job.
MAKING A BUSINESS CASE
Could something this inaccessible even be considered legally binding? We weren’t sure.
Analytics on the old page weren’t robust enough for us to draw any firm conclusions around users’ intent. Traffic was, unsurprisingly, low and the bounce rate was high. However, we did glean one useful insight from talks with Zoopla’s Data Protection Officer (DPO).
Resolving this kind of complaint is not a matter for a DPO, who was wasting valuable time forwarding them to Zoopla’s customer care team to resolve.
Calculating the hours the DPO wasted each month on these types of enquiries gave us a figure in pounds. It wasn’t much, but it was enough to justify investing a little content design, UI design and engineering time to fix it.
With the DPO fully behind improving accessibility, we worked closely to reorganise and reword the content.
The new page, designed mobile-first, rolled out quietly in May 2019.
The biggest change is in the clear distinction between user benefits and business benefits. This way, users can quickly read through and understand exactly what they (and Zoopla) are getting in exchange for their data.
Clearer signposting should also guide disgruntled property owners away from the DPO’s contact details (moved to the end of the page) and towards Zoopla’s customer care team.
The content as a whole has been broken up into more manageable pieces, illustrated where it all gets a bit heavy, and structured so it’s easier to scan.
Whether the new page will succeed in reducing unnecessary enquiries to the DPO, time will tell. Hopefully it demonstrated to stakeholders what can be achieved by designing content-first.