Why would employees spend time learning if they don’t have to?
When BP approached us to help create a website for new joiners, it was with this question in mind. Traditionally, BP provided new employees with a comprehensive overview of their organisation through a series of workshops. However, attendance was no longer mandatory, so they needed another approach.
The BP team asked Tilt to create a portal that was compelling enough to encourage new joiners (and existing staff) to visit voluntarily.
BP’s request fitted neatly with what we believe at Tilt – that if you create experiences similar to those that people enjoy on the public web, then engagement will follow.
That means opting for stories over abstract concepts, making personal films rather than video lectures, focusing on visual information over text-heavy documents, and more informal delivery over stiff corporate language.
In short, make the experience enjoyable for the user.
Through workshops and guided sessions, we mapped out the key messages that BP wanted to communicate through the portal, and the main goals for site users. We organised this information into categories that made sense to new joiners, resulting in a portal designed to be:
Among other things, we created:
Headline films: Rapid-cut ‘trailer’ style pieces designed to introduce each portal section and entice the user to discover more.
The Business of BP: An interactive 3D-rendered virtual BP city, featuring several stunning motion pieces, which helped new employees understand what the different business areas and functions actually do.
Profile films: Informal, documentary style stories with friendly advice from BP colleagues. Animated overlays helped to illustrate key points.
Infosheets and factsheets: Turning traditional copy content into highly visual, easy-to-absorb pieces. Infosheets help communicate journeys and processes, while factsheets convey stat-heavy info.
Leader films: Short interviews with BP leaders, giving them the space to articulate their ideas for what makes someone succeed at BP.
Initially, BP hoped to achieve 6,000 unique hits in the first year – it generated 100,000 within twelve months.
Three years on from the initial deployment, we have just finished a design refresh and made the site fully responsive. Discover BP continues to be one of the organisation’s most successful communication projects, and has led to Tilt becoming involved in other high-profile BP projects.
“Thank you all for an extraordinary effort in making this all come together -on time! Truly I was staggered.”
Shane Samarawikrema Learning & Performance BP
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