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WOW!

 Continuously evolve WOW!’s digital touchpoints from acquisition, checkout, and logged-in loyalty for both B2B and B2C customers. 

Year

June 2022 - Present Agency

Green Stone Project Type

UX / UI  Role

Designer




Project Overview


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, our focus has been on the latter, optimizing small interactions and whole journeys through A/B and user testing. Additionally, when new products or initiatives roll out, the team has worked to integrate these new, complex offerings.



Insight 1 The speed cards are the main source for information on the different internet packages and only point to move forward to purchase.

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*Many households are shifting from paying for traditional cable TV to streaming services to stay connected with news, entertainment, live sports, and more. WOW! partnered with YouTube TV to provide a modern internet and streaming bundle. 

To drive sales for this TV add-on, we evaluated and designed for all digital touch-points starting from the homepage to service activation.

Optimizing Offer Cards

Designing and testing card treatments for ever changing needs







Redesigned Offer Cards The design of these cards had been improving conversion compared to the ones before as it introduced a clear hierarchy and plainly laid out offer details. However, even though our card were flexible, new offerings and products were being requested from business stakeholders which pushed the system to its limits. 






Bundle Offer Cards


On both residential and commercial sites, there grew a need to sell internet bundles to drive more revenue per user (RPU). We introduced TV and phone bundles and tried to use as similar of elements as possible 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.



WOW! residential 
WOW! business

Vertical Mobile Cards

On the business site, CroMetrics (WOW!’s conversion rate optimization partner) discovered that after introducing the offer cards in a horizontal carrousel led to higher orders of the 1.2 Gig plan, but had a 10% drop in number of orders. 


Problem

The team deduced that since the other speeds were not readily visible on mobile, customers saw only one plan and did not purchase. Additionally, customers don’t always understand the technical speed numbers or descriptions. 
Solution

Create a vertical, stacked cards that expand and collapse allows for all speeds to be shown on load and still highlights our fastest speed. Add a speedometer to show the relation of what 1 Gig and and 60 Mbps might be.

Results:

Increased clicks to the next step by 43%.

Raised the overall number of completed orders by 13%.



Showing a Sneak Peek

Creating preview cards that apply to all markets




To stay competitive, WOW! will start offering different plans or pricing based on the location of service. Our original designs, showcasing full plan details and price don’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.






We proposed creating a new set of cards that teases plan information before we have the service address.

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. 
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