A new design for a new business model
BET needed a new vision for their website that didn’t just promote their network, but generated revenue on its own
Understanding our project, client and user base
The site would include their events, such as BET Awards, their new streaming offering, as well as their editorial content. My team and I led the strategy, research and UX.
We started with a workshop with BET’s brand, product, engineering, content and design teams.
We got to know their audience
We did mixed-method primary research with our target user groups, including surveys and focus groups. We learned that social media drives all their digital activity (and refers more than 2/3 of site traffic).
We focused on the consumption for BET’s varied content, from tentpole live events to everyday news and analysis, and the role that the BET brand plays in its consumers’ lives.
Event awareness and engagement
Events are a critical part of BET’s business. The BET Experience, for instance, is a 4-day event at LA Live and the Convention Center, and BET Awards draws over 3 million viewers.
We designed the ticket conversion funnel, the event schedule and information area, and also the integration points across the site that drive awareness and ticket sales.
We focused on engagement and ads
For the rest of the site, our main goal was ad revenue, which meant keeping users on the site longer, driving social sharing, enhancing the video viewing experience, and having thoughtful ad integration.
At launch, site engagement grew 325% and video views notably increased.
BET was thrilled with these higher rates of sharing and commenting, as well as the revenue from the new ad formats and placements that we’d designed.
I’d love to hear from you
Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.