Core disciplines: Customer experience, Digital

British Film Institute

A digital showcase of BFI's rich moving image content


The British Film Institute is a film and charitable organisation that exists to promote greater understanding and appreciation of, and access to, film and moving image culture in the UK.

The Challenge

BFI asked us to create a user-friendly website that would engage with its growing audience. Its new site specifically needed to be:

  • Responsive for mobile, desktop and tablet
  • Easy to navigate
  • Accessible, usable and standards compliant (SEO, WAI, W3C)
  • Integrated with social media
  • In line with the BFI brand – engaging and visually appealing

Our Solution

BFI already had reels of great content on their site, so it waso ur job was to make it more visible, accessible and engagingly presented to viewers. We carried out research that provided insight into audience behaviours and attitudes, and from this we identified audience types and created new digital personas, which shaped the core site journeys and architecture. We also created the concept of ‘connected content’: to minimise user journeys to relevant content, maximise the content available, and encourage exploration and engagement on any and every device.


The Impact

The redesign of the website saw an increase in traffic due to the new responsive design for mobile, desktop and tablet. There was also increased visibility of the site and our efforts minimised the effort needed for new content delivery.


“We commissioned ORM because of their ease to integrate with our existing teams. They created a user experience and content strategy that matched perfectly with our back-end systems. This allows us to utilise our own intelligence, skills and ideas in a way we couldn’t before. It worked out really well."

Ed Humphreys, Digital Director at British Film Institute

To read the full case study on BFI, visit our website.

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