Which?, the largest consumer body in the UK, has unveiled the latest incarnation of its consumer information site, which.co.uk. The redesigned site is the culmination of an 18-month project with us to provide consumers with easier online access to a wide range of Which? consumer services.
Reinforcing its position as the leading provider of expert, unbiased advice, Which? has worked with Wilson Fletcher to integrate the four major service areas of its online portfolio. One is a premium subscription service with two that are free to all consumers:
Subscription based areas.
Which? Reviews: This delivers the UK’s only completely independent suite of product and service reviews in an accessible, engaging environment. Available to all Which? subscribers, it includes major new services like the ‘Product Finder’ that allows for a sophisticated selection of products according to the customer’s own criteria. Thousands of products and services are tested and rated to the highest standards by Which? independent testers.
Free areas.
Which? Advice: Free for all to browse, this section provides expert, independent advice to help consumers make the best of the products and services they choose. Dozens of topics - including ‘Greener Living’, ‘Your Money’ and ‘Your rights’ – are discussed without jargon and easy-to-read formats.
Which? Compare: A completely new price comparison service offering real-time retailer prices on thousands of products. The site also includes the exclusive benefit of Which? Best Buys and Don’t Buys.
Underpinning these value-add services is a focus on improving how users interact with which.co.uk. Which? and Wilson Fletcher undertook comprehensive usability testing throughout the design process to ensure content is easy to access and services meet the needs of consumers. Every aspect of the site is new, making it one of the largest single site relaunches in the UK.
The new site has achieved its highest ever usability benchmarking scores and has received excellent customer feedback from its initial release. The site sports a completely new visual language, shaped to give which.co.uk a much more relevant and distinctive position in the market. It is open and appealing, engages well with consumers and sits Which? apart as an independent, advertising-free, high-quality source.
Mark Wilson, director at Wilson Fletcher, said: “When we designed the last Which? site, launched two years ago, it was the first time all of the company’s subscription services were delivered under the new Which? brand. Today’s redesign brings a radically improved environment for subscribers while adding a range of new free services for the mass market. The look and feel of the new site is distinctively Which? and makes it easy for consumers to understand the extensive range of expert services available at their fingertips.”
Which? comment:
“When we decided to update which.co.uk our aim was to put the consumer at the heart of our online offering. Working with Wilson Fletcher helped us to create a sophisticated interactive site which improved the user experience and launched new consumer services, like Which? Compare. Since the re-launch, it’s been really exciting to see the enthusiastic response from our users.”