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Client
Three.co.uk
Role
  • User Experience Designer
About Three.co.uk
British telecommunications and internet service provider based in Reading, England.

Challenge

The challenge involved overseeing the user experience across all of Three’s online touchpoints, including e-commerce, account management, and support experiences on web, mobile, and apps. The role required contributing to the development of user experience principles and guidelines for all online experiences at Three. The specific challenges encompassed four key problem areas:

  1. Improving the Contact Us NPS Score by reducing call center volume and increasing online self-help usage.
  2. Increasing Checkout Success by improving pass rates and reducing dropouts in mobile and desktop checkout journeys.
  3. Optimizing Landing Page Conversions using Maxymiser to boost conversions and drive traffic to the tablet store.
  4. Boosting Tablet Sales online by simplifying the device and plan configuration process to increase online sales.

Approach to the Problem

1. Brief and Onboarding

Developed a strategy to improve user experiences across key touchpoints, starting with a comprehensive understanding of the current system.

2. Plan & Strategy

For the Contact Us Experience, focused on identifying customer pain points and improving the NPS score by refining the self-help section and optimizing the "Call Us" page, ensuring that more customers could resolve their issues online without needing to call.

3. Customer journeys

Analyzed customer journeys using Foresee data to understand low NPS scores for the "Contact Us" experience.

4. Collected and prioritised call centre and webchat insights

Insights from call center and webchat interactions were then collected and prioritized to enhance the online self-help section, aiming to reduce call volumes.

5. User Testing

Usability testing through one-on-one sessions and rapid ethnography identified specific issues with the current "Contact Us" page. Tree testing was conducted on three navigation variants to determine the most effective layout.

6. Maxymiser Test

This was followed by a Maxymiser test to assess the impact of prominently displayed phone numbers on the NPS score without increasing call volumes.

7. Second Project

The Checkout Improvements project involved auditing live chat conversations and conducting interviews with call center staff to uncover common questions and pain points.

8. User Testing

Preliminary user testing was carried out to benchmark the current checkout journey and identify blockers. Findings were then compiled, prioritized based on their potential impact, and integrated into the team’s sprint workload.

9. Iterative testing and measuring

Changes were implemented iteratively, with the impact of each adjustment on the checkout journey measured in an agile manner.

9. Change Price Plan Project

In the Change Price Plan project, front and back-end interactions were mapped out to improve communication across teams.

10. Prototyping and Iterative testing

Following interviews with call center and branch staff, rapid prototyping and iterative testing of the new platform were conducted with the customer experience team. This approach led to a significant increase in online plan changes, particularly for data upgrades.

11. User Testing

Preliminary user testing was carried out to benchmark the current checkout journey and identify blockers. Findings were then compiled, prioritized based on their potential impact, and integrated into the team’s sprint workload.

9. Remote user testing

Remote user testing was conducted to uncover any content-related issues

13. ‘Fake Door’ Testing

A "Fake Door" testing method via SurveyMonkey was employed to gauge demand for new functionalities.

14. Use Maximiser

Hypotheses were then tested using Maxymiser with three variants, leading to increased mobile broadband SIM sales and more traffic to the tablet store.

15. Plan and Strategise

For the Tablet Product Page project, customer surveys and interviews with retail staff were conducted to understand the decision-making process.

16. Competitor Benchmarking

Competitor benchmarking provided insights into effective strategies and persuasion techniques.

19. Rapid Prototyping and Testing

Rapid prototyping and testing were then performed, with iterations every two days based on feedback from internal employees and a small customer base. The result was higher-value tablet and bundle sales, which increased revenue, even though the overall number of units sold remained consistent.

Outcomes

The project resulted in enhanced user experiences across multiple online touchpoints, leading to increased customer satisfaction, higher conversion rates, and significant growth in self-service and high-value sales, ultimately driving improved business performance.

  • Improved Customer Self-Help Experience: Enhancements to the “Contact Us” page and self-help section led to a reduction in calls to the call center, contributing to an increase in the NPS score by making online resources more accessible and effective.
  • Increased Checkout Completion Rates: Iterative improvements to the checkout journey resulted in higher pass rates and reduced drop-out rates on both mobile and desktop platforms, streamlining the purchase process for users.
  • Significant Growth in Online Plan Changes: The introduction of an improved digital platform for changing price plans led to a substantial increase in self-service plan changes, particularly for data upgrades, with nearly 10,000 orders completed through self-care in just 30 days.
  • Higher Conversion Rates on Broadband Landing Page: Optimized landing page variations identified through Maxymiser testing increased mobile broadband SIM sales and drove more traffic to the tablet store, contributing to overall higher conversion rates.
  • Boosted Tablet Sales Revenue: While the overall number of tablet units sold remained steady, the improvements in the product page led to higher-value sales, resulting in increased revenue through the sale of more premium tablets and bundled plans.

5

Projects were carried

10,000

CPP orders Achieved in the First Month Post-Launch

3

Maxymiser Test Variants were developed and tested

Contact for detailed portfolio

+44(0) 7492222636

ipek.delia@gmail.com