Embedded Files
Challenge
Challenge
The landing page for International calling plans required a redesign due to a low completion rate of a primary user task, to select a plan and adding it to an account. Customers weren't able to do it without the help from customer service.
Context
Context
Timeline: 3 months
Platform: Web/Mobile
My role: UX/UI designer, responsible for setting strategy, interaction and visual design, user research and testing.
Others Involved: Producer, Copywriter, Developer.
Results
Results
Lower call-in rates by 10%
Increased click-through rates and sign ups through tool usage.
Discovery
Discovery
what, how, why
what, how, why
To uncover customers pain points that stoped them from finding a calling plan I evaluated quantitative & qualitative data.
To uncover customers pain points that stoped them from finding a calling plan I evaluated quantitative & qualitative data.
Quantitative Research (provided by product management team):
A significant number of calls to Verizon customer service regarding the selection & purchase of international calling plans.
Google Analytics data on a user task of online purchase for international plans demonstrated extremely low completion and conversion rates.
Qualitative Research
Conducted guerrilla testing & interviews to define the problem areas.
Page before redesign
User problems
User problems
The user flow for selecting international calling plans was broken, users were unable to compare options & add a plan
It wasn't clear what steps are required to purchase a plan
Plan naming wasn't informative
Objectives
Objectives
To design an intuitive layout that facilitates the viewing, comparison, & selection of international calling plans.
To provide a roadmap guiding users through subsequent stages of the purchase funnel
To create self-explanatory plan names
Market analysis:
Market analysis:
feature comparisons
feature comparisons
Comparison chart
Comparison chart
Verizon -
Verizon -
T-Mobile +
T-Mobile +
AT&T -
AT&T -
FAQ over support
Verizon -
T-Mobile +
T-Mobile +
AT&T +
AT&T +
CTA: add a plan
Verizon -
T-Mobile +
T-Mobile +
AT&T +
AT&T +
AT&T
AT&T
T-Mobile
T-Mobile
Problem statement:
used the 5 whys method
Verizon customers require a clear understanding of their international calling plan options, enabling them to seamlessly choose and add a plan into account, bypassing the need to contact customer service.
Ideation
Generated various ideas in during brainstorming sessions. It helped to think which content should be included, how to organize it, so it'll be easy to scan and compare.
Sketches
Our goal was to explore, create more ideas, to get the feedback and refine our concepts.
Final wireframes
Together, we identified two potential directions. We hypothesized that:
1) customers would seek international calling plans based on the duration of their trips.
2) customers would search based on the type of travel they engage in.
Concept 1: Based on trip duration
Concept 2: Based on type of travel
Validation
We conducted A/B testing with users via zoom to validate our hypothesis and understand, which one of our two versions works better. Based on the findings, I adopted concept 1 and transitioned to UI design.
Visual design - Desktop
For Visual design inspiration I looked at the Verizon wireless calling plans landing pages. I adheared to Verizon brand guidelines and design system.
Visual design - Mobile
Results
10%
reduction in call volume to customer service.
Page updated
Google Sites
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