We started by reflecting on the project and designing our research methodology.
Then, we started conducting user research. We interviewed ten people about their overall experiences when ordering online and what they liked and disliked about it.
We asked about their mobile plans, add-ons, accessories, and if they were interested in buying this when offered by their telecom provider.
We also asked T-Mobile employees about earlier usability tests that could be useful for our research. This gave us lots of
information and useful cases.
We created empathy maps, a journey map, and a flowchart of the current T-Mobile ordering process. We also conducted a heuristic evaluation to determine weak and strong points of the existing ordering process.
By conducting desk research, we found more info about successful online ordering processes, and we compared this to the T-Mobile process. We analyzed the ordering processes of competitors as well. We had difficulties in defining our personas because of the huge amount of customers and the limited time available. According to a study by Henry Assael, we decided to segment the target audience into four different types, based on their buying behavior: complex buying behavior, variety-seeking buying behavior, dissonance-reducing buying behavior and habitual buying behavior. We did this so we could target all different kind of users easily when working on improving the ordering process.
Once we learned more about the users, we came up many different ideas to improve the ordering process, based on the information we'd all obtained from our research. We prioritized our ideas and ended up with three different concepts. For each concept, we sketched out prototypes. After that, we transformed them into interactive prototypes using InVision. I tested this with eight users. According to their feedback, we modified the prototypes.
The first idea to offer add-ons and accessories, was by restructuring the online ordering process. Firstly, we added an extra option where customers can select an add-on to their mobile plan when buying a new phone. We decided not to include accessories here, because during interviews we found that customers didn't like to choose this at that moment. Besides that, we tried to minimize the ordering process as much as possible because, with every time a user has to make a decision, he is more likely to quit the ordering process. Therefore, we minimalized the existing ordering process from 5 steps to 4 by summarizing and restructuring the ordering process. We found that customers have a moment of relief and excitement after finishing the order because from that moment their new mobile phone is coming soon. We simplified the wording and worked towards a 'Hooray'-moment at the end. This way, we try to nudge the customer towards the final step.
Besides restructuring the ordering process, we also worked on a gamification element. After a while, we found ourselves focusing too much on completely different concepts to promote add-ons and accessories. Then, we decided to focus on our two main concepts. The second one we worked on, focused on personalized offers. The idea was to give every customer three new, personal offers each Tuesday. The customer can find his offers inside the existing T-Mobile app. The offers, generated by T-Mobile, are based on personal details, interests or the time of the year. In the case below (see screenshot), it is Christmas time. The first offer is a call minutes package: call friends or family during New Year's Eve for just one Euro. The second offer is offering music streaming service Deezer free for one month. An offer can be accepted easily by just agreeing with the terms.
By providing personalized offers, we wanted to improve the awareness for add-ons and accessories. Customers always like discounts, especially in The Netherlands :) By providing new offers once a week, we also try to engage customers. Besides that, we hope to increase sales by using a nudging technique. Therefore, it is important to anticipate what customers might want and need. A 21-year old customer, for instance, will probably go on holiday when it's summer. A few weeks before the summer holidays start, T-Mobile can offer student-customers a discount on Roaming Data add-ons (e.g., a three-euro promotional offer when you buy the add-on for at least three months). And, when a customer buys a new phone, for instance, T-Mobile could offer discounts on phone cases. This way, customers are nudged by capturing their attention to an add-on or accessory when it is likely they will need it.
T-Mobile can also offer customers a free gift occasionally to increase engagement. This can be done, for instance, on birthdays and anniversaries. In the case above, it's the customer's birthday and he receives a free internet add-on for one month.
At the end of the project, we presented our concepts to the client. We gave them our research report containing our conducted user interviews, journey maps, empathy maps, literature study, benchmarking, prototypes and tests.