Telecommunication Giant (Mobile First project)

Website Refresh – Mobile First

Overview

Modernined a telecommunication giant’s digital ecosystem by streamlining the customer experience, service delivery, and integrating various touchpoints, improving sales numbers, driving customer satisfaction and operational efficiency.

Pain Points

– Consumers often dropped out of the purchasing flow due to confusion and system glitches.
– Customers never knew how many steps were needed to activate new phones.
– The client lacked a global style guide vision, so branding was disjointed from brand to brand.
– The client was in a state of flux, having restructured much of their digital workforce.
– They lacked UX leadership, having eliminated most of the UX team.

Goal

– A “mobile-first” responsive B2C website that was easy to use.
– An updated navigation flow, more focus on personalized marketing during the flow.
– Temporary UX leadership until a new team could be hired.
– All changes needed to be based on data/analytics.

Approach

UX RESEARCH
– Championed a data-driven approach to design, teamed-up with the analytics team.
– Oversaw UX research for navigation, as well as in-person stakeholder design thinking sessions.
– Facilitated cognitive walkthroughs, A/B testing, card sorting, unmoderated panels, surveys.
– Approved all designs before submitting them to the client for approval.
NAVIGATION
– Compared the header, footer, and global navigation current state to competitors.
– Created mockups for the future state through iteration with stakeholders.
– Recommended additional reviews in the future to align with any new data findings.
STYLE GUIDE
– Oversaw onshore / nearshore resources work on the design system.
– Created a roadmap for aligning all five of the style guides into a cohesive approach.

Outcomes

– Streamlined the purchase flow with 50% less clutter
– Revised navigation contibuted to a 20% increase in sales, and a similar decrease in returns.
– Unified style guide for 5 brands
– Designed 20+ end-to-end flows, focusing on new capabilities.

Agile Methodology

– Scrum

Technology

– Adobe AEM

My Contributions

UX Lead: six months
Leadership

Amidst significant turmoil, successfully steered the team with calm and focused direction, fostering stability and progress in a challenging environment. This extended to the intricate development of the design system, placing special emphasis on unifying 5 distinct systems into a cohesive and functional whole, ensuring seamless integration and consistency across the board.
Strategy

Instill consumer confidence and drive growth through reinventing a disjointed experience with mobile-first clarity and simplicity. Acting as interim UX lead, I unified fragmented creative and implemented agile rhythms to enable cross-functional alignment. Leveraging customer data and feedback, my team deconstructed disjointed navigation and flows into intuitive, unified journeys distilled to the essentials.
Research

Cognitive walkthroughs, A/B testing, card sorting exercises, unmoderated panels, surveys
Design

Created over 20 comprehensive user flows to map out the optimal user journey, designed more than 100 high-fidelity comps to vividly bring the project vision to life, and provided strategic direction for the style guide, ensuring a cohesive and aesthetically pleasing visual framework.

Project Gallery

Telecommunication Giant (Mobile First project) 1

1st Half of Setting An Appointment Flow