Internet Comparison Journey with iSelect
a true digital first model that has all telco only sales done on the website.
Stakeholders
PM
BA
QA
Developers
Commercial
Tools
Sketch
Invision
Miro
Confluence
Jira
Duration
08.2022-12.2022
My Role
As a cross functional enabler, I mainly involved in research and design aspect, collaborating with stakeholder ( PM, BA, Delivery team, QA, Data legal team, etc) within Agile environment.
My roles included:
14 sprints project (each print 2 weeks) - I was working with design manager to conduct the research part and a sole UI designer on this project. Uplifted the E2E Internet Comparison digital journey:
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Research: Usability testing (facilitator/ note taking)
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Wireframe & Prototyping
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UI design
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Cross functional enabler
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Design testing
Overview
Project Brief:
Look at the past state of Internet comparison - a solely BDC (call centre) model with all internet sales completed through the BDC for internet which was out-of-date experience and minimum marketing influence;
The current Internet comparison MVP is - a true digital first model that has all telco only sales done on the website. (Movers agents and Energy/Broadband hybrid agents can sell broadband through digital platform in the call centre.)
Quick Retrospective:
We conducted 2 rounds of moderated usability testing sessions with 10 participants. 5 participants conducted the test session via mobile device and 5 were using desktop computers. This was a deliberate choice as usability issues can turn up in one but not show in others.
Discovery
Based on our target customers (25-54yrs), we defined the product features should be including the online comparison as well as online purchased function. Features which in scope: customer entry page, online quote, digital only comparison and online application.
Definition
Based on customers feedback, there are bunch of negative feedback on ‘Capture’ page and ‘View Details’ function, email quote function and lacking of online purchase etc. Facing multiple opportunities//challenges, we providing design solutions through marketing research and competitors analysis to need customers needs.
Design
Through understanding customers needs, stream showcase // retro between stakeholders, we figured out the low effects high impact design solutions for this E2E digital platform and cost 4 sprints to implemented all product features. 85% of customers that start funnel reach results. ( based on first 2 weeks investigation)
Delivery
Research Approach
Usability Testing
Mobile
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5 participants conducted the test session via mobile device
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Individual session (1-1h)
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Go through current journey & 2 competitors
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Final SUS score: 63 ( lowest among 2 competitors )
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Desktop
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5 participants conducted the test session via desktop device
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Individual session (1-1h)
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Go through current journey & 2 competitors
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Final SUS score: 78.5
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Primary Objective:
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Over 200 Insights
Iteration
What we found out
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UX Recommendations
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Mapping the experience
Problem Statement
How might we make users pay more attention to Plan Details before Apply Now?
How might we increase the continuous rate from Needs funnel to Results?
How might we make users purchase the plan from Quote Email?
How might we make users complete a sale on the website?
Design solution
To help our personas achieve their goals, we had 4 main functionalities in mind for the platform:
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Digital first model that customers can complete a sale end to end on the internet website​
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No Capture ​
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No Outbound Calls to iSselect internet customers​
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Customers can purchase from quote email directly
Design concept
​Needs funnel:
Comparison & View details & Quote email:
Add-on & Checkout process:
Responsive design for mobile:
​Achievement
What have we learnt since we launched
68% of sales are digital
32% of sales are BDC
85% of customers that start funnel reach results
54% of customers that visit our VHP start the funnel
4.6% of customers that start web funnel purchase