Continuously evolve WOW!’s digital touch-points from acquisition, checkout, and logged-in loyalty for both B2B and B2C customers.
WOW!
UX/UI Research and Design
2022 - 2024
B2C site: www.wowway.com/B2B site: www.wowforbusiness.com/
Boosting sales and retention in telecom
WOW! has been partnering with Green Stone since 2019 — redesigning and evolving their web properties. Since joining the WOW! account in 2022, my focus has been on the latter, optimizing small interactions or whole journeys using data from A/B and user testing. Additionally, when new products or initiatives roll out, I would integrate these features with existing design pattens.
Insight 1
To ensure that this crucial conversion point is performing well, the team has constructed and tested many card treatments to visually simplify and increase click-through rate.
Insight 2 *coming soon*
To drive sales for this TV add-on, we evaluated and designed for all digital touch-points starting from the homepage to service activation.
Designing and testing card treatments for ever changing needs
Version 1
Version 2
Because of the different product offerings and branding for each site, I reused as many similar elements to ease the development lift.
01 Toggle
I designed a toggle that would swap the card information between “internet only” and “bundle” plans. This was a pattern I found on many pricing pages for SaaS websites that would switch between monthly and yearly pricing.
By adding the toggle, we took out the speed tabs as having both interactive elements could cause confusion. Additionally, Mouseflow data showed that users were not interacting with the speed tabs.
02 Duplicate Offerings
Since the bundle cards were getting overwhelmed with content, we took out line items that were the same across all plans and put them above the cards. This helped to shorten each card and help users digest the differences.
Version 3 (mobile only)
Problem
The team deduced that since the other speeds were not readily visible on mobile (as they are on desktop), customers would only see the highest priced plan and if that plan didn’t fit their needs, this led to a higher drop-off rate. Additionally, some other tests showed that having a visual would help customers understand the technical numbers or descriptions.
Solution
Create a vertical, stacked cards that expand and collapse. This allows for all speeds to be shown the page loads while still highlighting the fastest, highest priced option. To add some context to the technical jargon, I added a visual speedometer graphic to each card to illustrate the differences between each speed.
Result
Creating preview cards that apply to all markets
Problem
Our original designs, showcasing full plan details and price won’t work as customers may be confused why the actual price is different from what they saw on the homepage or if the plan they were looking for is not available at their home or office.
Solution
Depending on the amount of information needs to be shown, we’ve developed 3 levels of “locked cards” that scale up in how much detailed information is displayed. Once the customer enters a serviceable address, the cards display the actual plans and prices they can choose from.
Project Outcomes
Since our partnership with WOW! on the site and online portal, we have helped increase overall sales, purchase of add-ons services, and customer retention.
Residential — optimized the performance of new and existing features by conducting many usability tests and assessing site performance metrics which has improved overall conversion rates by 8.75%.
Business — delivered customer journey maps, wireframes, user interface designs, and prototypes to ensure a seamless user experience resulting in a 15% increase in the number of MRC (Monthly Recurring Cost) and having a higher ARPU (Average Revenue Per User) since the launch of the new site.
Account Portal — built a flexible design system and conducted user research to understand the customer’s needs which reduced call center volume and raised customer satisfaction.
Internal Outcomes
As one of Green Stone’s longest retained clients, the team has been able to improved the operation and performance of our team and take that into other projects.
Notably, working in sprints have streamlined workflows, reducing client feedback times and enhanced productivity by breaking down large requests into individual tasks.
Being on a retained team has allowed us to foster a culture of innovation and experimentation which has pushed the team to explore out-of-box creative solutions that have lead to some of the more organizational successes.
Learnings
Having worked on this account for over 2 years has been an enlightening journey, marked by both challenges and triumphs. From the outset, I was driven by the opportunity to enhance user experience with a team that values experimental design and validation through A/B and user testing.
One of the most rewarding aspects of this project were the opportunities to design complex user journeys, conduct research test, and bring the feedback to our next round of iteration. By having both qualitative and quantitative data, I gained valuable insights to the pain points and preferences of WOW!’s customer base.
Throughout the design process, collaboration played a pivotal role. Working closely with stakeholder’s marketing and development teamed allowed for a holistic approach to problem-solving and decision-making. Moreover, having open design critiques with the internal design team allowed us to iterate rapidly and refine ideas to meet the evolving needs of both the business and customers.