We started by reflecting on the project: what do we want to do, which steps do we want to take and what are the questions we have and the answers we would like to have? We decided what artifacts we needed (see screenshot below). Then we started conducting user research. We interviewed 10 people about their general experiences with online ordering and what they like and don't like about it. We also asked the participants about their mobile plans, mobile plan add-ons, accessories, and if they were interested in buying those things when offered by their telecom provider. With the above information in mind, we created empathy maps. We also interviewed employees of T-Mobile and asked them about earlier usability tests. This gave us lots of information and cases we didn't have to research anymore. We created a journey map and one of the team members created a flowchart of the current ordering process. We also conducted a heuristic evaluation to determine weak and strong points of the existing ordering process. Finally, by conducting desk research, we found out more information about successful online ordering processes. We analyzed the ordering processes of competitors as well.
According to a study by Genry Assael, we segmented 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 users easily when working on improving the ordering process. Once we learned more about the potential users, we started ideation. Everyone in our team came up with cool, absurd, realistic and useful ideas to improve the ordering process, based on the information we'd all obtained from the previous mentioned research methods. 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 and we changed the prototypes according to their feedback afterwards.
We came up with a couple of concepts to offer add-ons and accessories to customers. The first idea we worked on
was adding an extra option
to the ordering process where customers can select an add-on to their mobile plan when buying a new phone.
We decided not to include accessories
in the ordering process because we found that this wasn't something customers would like to choose at that moment. Besides that,
every time a user has to choose something, it is likely that he will quit buying it.
We also chose to minimalize the existing ordering process. We changed the wording, summarized content and reduced the
existing steps from 5 to 4.
As seen in the screenshot below, we worked towards an 'Hooray'-moment at the end of the ordering process.
We found that customers have a moment of relief and excitement after finishing the last step
because from that moment, their new mobile phone is coming within days. When changing the steps into a more attractive process,
we try to nudge the customer towards the final step.
1. Choose your phone - 2. Create your plan - 3. Make it complete - 4. Almost there! - 5. Hooray moment 🎈
(Note: screenshots in Dutch)
The second concept we worked on was providing personalized offers to existing customers inside the T-Mobile app.
I was mainly responsible for this concept.
The idea was to give every customer three new, personal offers each Tuesday. The customer can find his personal offers inside the
existing T-Mobile app. The offers, generated by T-Mobile, will be based on personal details, interests or the time of the year.
In the case below, for example, it is Christmas time (see screenshot).
Customers receive personalized offers. The first one, for instance, is a call minutes package: call friends or family during
New Years's Eve for just one Euro.
The second offer is using music streaming service, Deezer, free for one month. A perfect gift for music lovers during the winter season.
An offer can be accepted easily: within a few seconds, you can agree with the terms and start enjoying your offer.
By providing personalized offers, we wanted to improve the awareness for add-ons and accessories. Customers always like discounts, especially in The Netherlands :) And by providing new offers once a week, we also 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 example, will probably go on holiday to another country 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, for instance, when a customer buys a new phone, T-Mobile could offer discounts on phone cases. This way, you nudge the customer by capturing their attention when it is likely they will need it.
Sometimes T-Mobile can offer customers a free gift. For example, on birthdays and anniversaries. In the case below, it's the customer's birthday and he receives a free internet add-on for one month. This increases the engagement of the user with T-Mobile.
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.