Selling more phone tariffs through digital
Overview
Background
Three is a British telecommunications company known for their vibrant personality and super fast 5G network. With stores around the UK, they had identified an opportunity to improve both customer and employee experiences by redesigning their in-store digital ticketing system, including its hardware. To do this, they chose Scoop Retail as their technology partner who in turn appointed me to complete the design.
Challenge
The core challenge was to introduce an experience that allowed shoppers self-serve in-store and make informed purchase decisions. At the time, customers had surface level information to their finger tips meaning employee's time was heavily swayed to answering questions that didn't necessarily result in sales. Three had a plan to introduce a lot more information to users via the digital ticketing system, which in itself was quite the challenge.
My role
I had to understand user needs, behaviours, and pains so I could design an experience that solved the challenge presented. Combined with this, was the information architecture, user interface design, interaction design, and prototyping so the solution could be validated with users.
Services
- User Research
- Experience Review
- User Experience Design
- User Interface Design
- Prototyping
- Usability Testing
Deliverables
- Research Plans
- Research Reports
- Wireframes
- Design Systems
- Screen Designs
- Prototypes
- Design Specifications
Solution
In-store digital information system
Three already had an in-store digital ticketing system; however, it lacked the information and capability to achieve their vision. But this was a good start. What it meant was I could observe users and their interactions with it. I even spoke with users whilst and after using the digital ticketing system, so I could figure out their behaviours, pains, and needs for the redesign.
Now I understood user perspectives, I had a good handle on how I could prepare a solution. As part of this, I had to address the mountain of content Three required in the redesign. This meant figuring out the information architecture. This required more user involvement through card sorting and tree testing to arrive at an optimal solution. Once I had this, it made wireframing and designing the solution a doddle.
With an agreed design based on evidence and insights, it was time to prototype the solution and get it into the hands of participants to validate its efficacy. This was conducted through moderated qualitative and unmoderated quantitative usability tests to ensure the best accuracy. With only a handful of amends, I was able to prepare the design specifications and handover to the developers.
Conclusion
A digital information system is an unusual device to design for. It's small in size and requires dense information to be displayed in a digestible way. Yet, regardless, I did it and the results were impressive. The design solution allowed Three's employees to efficiently close phone tariff sales and focus their time completing other tasks that would otherwise wait hours, days, or weeks to achieve before.
