Digital transformation
Overview
I identified that business targets were not aligned with the teams roadmap. To bring this to the attention of key stakeholders I took them on a discovery journey to highlight this disconnect.
Beginning with an audit of the "SIM order journey", I focused on the initial discovery and order phase. The key metric, Click To Order (CTO), stood at 7%, and my role was to empathise with user motivations and behaviours to enhance their experience and increase CTO.
Journey mapping workshops
I always start on paper, sketching ideas and collating information to try and make sense of it all. With lots of data already within the business it was my role to unlock the stories behind the data in order to help turn it into new business opportunities.
This took the form of a user journey map which I workshopped with all key stakeholders. This synthesised a lot of the data and collated it into a single working document that cross-refrenced qualitative and quantitative information into a single source of truth that could continually be updated to track progress.
I orchestrated these workshops with colleages online and in the office to ensure as many people from across the business could join and input. I think the participants mindset in a creative workshop is vital so I always start with an interactive ice-breaker: in this case was a five minute competitor research task to see how others in the same market approached the SIM order challenge.
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The 'Click-to-order' pages on the site haven't been tested, changed or interrogated in more than five years.
Half a million SIM cards are wasted every year as they are ordered but not activated. Why does this happen?
10% of users who start to fill in the form do not go on to complete it.
Setting business priorities
Along with the Product Manager I created an Opportunity Cost calculator based on part of Jeff Gothelf's lean UX canvas to organise the opportunites in a Risk Vs Value matrix.
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Understanding what potential business impact improvements to areas of the journey could have is one thing but then prioritising and planning these within the development team is another. Resource was limited so the aim was to test and learn at speed, limiting upfront development work.
UI development
I adopted a mobile-first design approach, considering that 80% of our site traffic comes from mobile devices. My focus was on improving the discovery and decision making pahases to better facilitate SIM ordering, always keeping in mind the key elements of usability, utility, and desirability when designing UI elements.
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To enhance the on-site experience, I gathered qualitative insights into users' behaviors, struggles and questions. This was achieved through various forms of moderated and unmoderated usability testing on platforms like Maze and UserZoom.
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Utilising our design system, I ensured consistency across the site and minimised development time for implementation. I prefer to design rapidly, testing as I progress.
Carousel redesign
Before
After
New header tabs provide a title and additional functionality to see more plans in the same space on the site.
More intuitive carousel controls and
improved visual hieracy through spacing and font refinement.
Clarity of key information through icon bullet points to enhance readability.
Click-to-order page redesign
Before
After
Consistent presentaion of information. The same white 'plan card' is reused from the previous journey step.
Presenting concise and clear user benefits through bullet points and icons.
Extra information added following user testing to reassure users.
Reduced cognitive load by adding a summary by the CTA
Clear steps to add clarity to the entire process to increase confidence when ordering.
'Checkout' CTA rather than 'Free SIM' to get instant purchase.
Less scrolling to reach the CTA.
Moments of delight
My aim was to create a small moment of delight through pleasing animation on the carousel. Further to this, I wanted to improve page stickiness through intrigue and exploration.
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I used animation in Figma prototypes to test how users interacted with it, tweaking the design based on this feedback. I created a custom animation to refine the bounce for an optimimum interaction (Stiffness 80, Damping 12, Mass 1). The result is a quick, light and agile bounce with an element of playfulness.
Summary
My focus was on influencing behaviour rather than simply changing or creating new features. As this is an ongoing project, I haven't received results from live site testing yet. Through collaborating with the Business Insight team, we deployed A/B testing through Dynamic Yield to track metrics relevant to our desired outcomes, such as Click To Order conversion on the 'SIM order' page.
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It's essential to recognise that the goal isn't always about directly altering a metric; sometimes, it's about enhancing brand identity and perception, contributing to the overall user experience. A positive interaction or improved clarity of information can leave a lasting impression, potentially influencing users to return in the future.