Overview
Phone Plan Change
A complete redesign of the self-service experience enabling TELUS customers to browse, customize and purchase their mobility phone plans.
Year
2023
Project type
Responsive web
Client
TELUS
Introduction
Shopping and browsing for a new phone plan
The rate plan change flow allows customers to modify their monthly phone plans and add-ons online—offering a convenient alternative to visiting retail stores. This self-serve option not only enhances user convenience but also reduces support call volume, which can cost the business up to $16 per call.
I led the redesign of this flow using our new design system, with the goal of increasing conversion rates and reducing user drop-off. I collaborated closely with the Product Owner to make data-driven decision over feature prioritization and using prototypes and UX research metrics to gain buy-in from stakeholders.
Problems
Challenging with shopping confidently online
Using Voice of the Customer (VoC) feedback, as well as conducting a 1:1 moderated usability on the existing experience, highlighted that users struggled through the three-step journey.
Plans were not convincing enough
Users felt that the text block of plan descriptions were difficult to understand what they included, or how they differed between other plan options
Add-ons were disorganized and missing information
Most add-ons were categorized incorrectly into the "Other" category, making it difficult to filter through the right features that a customer needed. For the most popular add-ons, which were Long Distance features, the list of included countries were not easy to find, taking them out of the experience into a new tab to manually search.
Confirmation relied on recall over recognition for changes
On the last step, customers were unconfident about the changes they selected, and how it differs from their existing plan. This hesitation resulted in a high chance of drop-off, right before submitting their changes.
Collaboration
Aligning with stakeholders
To align with the team, I facilitated a cross-functional workshop to share insights and address pain points and opportunities in the customer journey. By evaluating our existing flow with competitor experiences, we identified opportunities and generated strategic ideas that informed our redesign direction.
Opportunity
Improving user confidence to shop and purchase plans
By leveraging these user insights, we identified our main goals for the redesign with the intention of improving user confidence to self-serve.
Surface plan details clearly to showcase the value of our products
Improve the information architecture of different types of add-ons to improve findability
Provide easy comparison between their newly selected plan and their existing plan
Final designs
A redesign to prioritize a seamless shopping experience
By reimagining the layout and utilizing new components and design language, the interface can better showcase our product offerings and provide confidence in users to browse, select, and check-out.
Improved scannability for plan cards
The new plan cards are vertically stacked, and structured with a clear hierarchy to provide a side-by-side comparison of price and features. With plan and data amounts being the most important to users, the details are provided at the top of the card in larger typography. The breakdown of features are listed with icons, making it easy to compare which type and how many features are available at each price point.
Comparison between existing and new plan
In close collaboration with the Design System and Engineering, I created and implemented a comparison table. This allows customers to reference their existing plan and compare it against their newly selected plan—highlighting differences in price and features in real time.
Improving the discoverability of add-ons
Leveraging research from a card-sorting exercise, we re-organized add-ons into intuitive product categories that customers expect to see. Using the new design system, I introduced content modals into the flow, so that key information that a customer needs to see before purchasing are available inside the flow, rather than a redirect or a new tab.
Reviewing new choices with confidence
The confirmation page leverages an updated version of the New badge to highlight any new products with a bright purple gradient. We added a new dedicated section to show which features have been removed from their new plan, allowing them to clearly see what is new and what is leaving, once they select Confirm.
Impact
Higher shopping completions through self-serve
Analytics from the launch showed that the redesigned experience had improved both user engagement and business outcomes.
Conversion rate increased by 15%
Drop-off rate decreased by 24.3%
Year-over-Year conversion increased by 30%
Takeaway
Key takeaways
For products that pull data from different teams, it was important to align early to create designs that work with the information pulled from external APIs. In this case, it strengthened our brand consistency with aligning the in-store and online products.
Don't be afraid to explore new components when there is a business case to show details in a new way. Although the comparison footer did not exist prior to this project, it was important to advocate for its creation, even when it may not be commonly used in the authenticated space.