Case Study

Ecommerce - Telecom Buyflow Experience

Description

The omnichannel team focuses on working with telecom providers such as AT&T, Cox, Frontier, CenturyLink etc. to build out their e-commerce experience in a multichannel approach. The multichannel approach allows users to interact with a brand across variety of touch points that include web, call, SMS, email, chat and push notifications. I lead design on this team where we get to design intriguing user experiences that are backed by data!

My Role

Lead designer involved with requirements gathering, working with providers, UX/UI designs, visual designs, interaction design, prototyping, user testing and support for dev and QA. Also a ticket generator on Jira :)

Team

Brianna Ryder, Product Designer
Graham Dee, Product Manager
Juan Padilla, Engineer
Ryan Dombo, Engineer
Nabeela Abidi, Engineer
Christian Cashiola, Engineer
Dan DeLucie, Solution Architect
Jonathan Saldivar, QA
Joey Padilla, QA

Status

In production

What we do

In this team, we run a lot of experiments to constantly optimize designs to ensure everything we do is incremental to the business and customer experience. We take an iterative approach to our workflow where we ideate, design, build, test and measure results. User testing is also an important part of our process where we can get real user feedback to validate our experiments along with data analysis.

Key Objectives

The key objectives to optimize the omnichannel experience:

To be customer centric! Being customer centric means we give customers what they are looking for in the most frictionless way possible throughout the purchase journey.

To maximize sales and experiences by aligning financial goals with consumers expectations. We evaluate based lift based on SPV, conversion rate, online sales, call rate, sales rate and chat sales rate.

Featured Experiments with AT&T

Sample landing page designs based on segment and keyword searches

01. Landing Page Designs

We experiment with a variety of plan page designs and content to present to our users based on product of interest and device type. Some of our experiments include testing with variations of hero layouts, banners, CTAs, sections specific to product offerings, menu options etc.

02. Plan Page Designs

The original plan page that was designed needed a facelift with more content to improve the layout and overall user experience flow. When a user makes it to the plan page, we want to keep the user engaged and move onto the next step of the flow.

I rearranged the new plan cards by having all the pricing, disclaimers and order CTA grouped on the right. The rest of the plan content I kept on the left side of the card and added device icons, a link to view channels (for tv plans), a featured tag and most popular tags to further engage the user. We tested out this new design version and it resulted in a lift across SPV, RPI and online sales, thus making it the winner and now new default.

OLD

NEW

Due to the success of this new plan page, we iterated and designed several spun off designs that are currently in the pipeline to test.

Here are a few versions that I designed based on user testing feedback. Although users preferred the new layout, they wanted to see more information regarding TV offerings and reward card information. I designed these versions to include several things that helped aligned the customer to the product and brand of the provider.

Additional bullet points for TV products
Modal describing TV value props
Strike through pricing to enhance bundling
Modal for breaking down Internet speeds
Count for On Demand TV Titles

Sample of the new plan card design

Sample iterations of plan page designs

Other design iterations include:

Comparison modal to compare selected plans
Variations of a "build a bundle” concept
Variations of content designs

03. Customer Service Flow

The call centers were receiving more incoming calls for technical support and billing issues which are categorized as non-sale calls. In an effort to move non-sales interactions off our sales agents, I went to the drawing board and designed a new mobile menu that launched a customer service flow. The new flow provides different paths that helps a user identify what they are looking for quickly. Whether it be a question on plans/pricing, deals on phones, billing/ tech support or upgrading service, the flow provides the right information and dedicated phone numbers for users to access what they need. This improves the sales agent’s capacity making them more efficient by getting routed the right calls.

Customer service flow in different devices

04. Chat

Incorporating chat was one of our biggest wins to enhance both user experience and sales. We first tested out the concept with a live chat platform which proved to add a lift in incremental sales. Based on this win, we then wanted to create a more customized experience for our customers where they could continue their conversation in an asynchronous mode when they are pathed from AI to sales agents in the call center.

User Testing

In addition to running a lot of experiments to optimize our design and omnichannel products, we also rely heavily on user testing to evaluate the overall flow and some of our bigger changes. We’re always iterating so it makes sense to measure and evaluate iterations as it will help us guide design decisions. We use a variety of user testing tools that help us understand differences on hypothesis metrics. Some tools we use to evaluate include surveys, click maps, testing with small sample groups (both moderated and unmoderated testing). Unmoderated testing is always fun as you could hear honest unfiltered feedback from users.

I love being able to do testing to understand the factors that can improve user experience and customer satisfaction. This allows us to be aligned with the customer centric approach. There is always something to learn!