From edge to cloud, Data Collection Rules enable telemetry to flow intelligently and reliably
Background
Today customers who want to add a wireless line through e-commerce channel are presented with a very complicated purchase path built on old technologies which don’t support responsive design. Customers can only perform one transaction type at a time. For example, during the promotion period (such as new iPhone launch), it is a common scenario for a multi-line account customer to add a new line and upgrade an existing line at the same time. However, due to the technical limitation, the customer had to do multiple transactions to achieve this, i.e., one transaction for adding and another for upgrading. In addition, customers won’t be able to take advantage of various promotions such as promotion code, BOGO during online transactions. All these results in poor customer experience and low conversion rate (<3%).
Goals
The overall goal of the project is to build simple, intuitive self-service digital acquisition experience for existing T-Mobile customers using the new Angular framework.
I set four goals specific for design:
Streamline and simplify the online purchase flow.
Enhance the flow to support various promotion scenarios and reflect accurate pricing.
Create a unified experience for various transaction types, such as upgrade, accessories purchase, and add a wireless line.
Design for responsiveness.
Research
I utilized various research methodologies for this project:
Web analytics of the current site, such as heat map, funnel analysis, clickthrough and drop pages, etc.
Internal usability reports, survey data, focus group videos and reports.
Working with various teams to obtain customer verbatim cross channels, such as messaging chat, calls, retail records, etc.
Market research, competitive analysis, white papers, industry reports, etc.
Design Principles and Metrics
Design Principles
Simple: making the buy flow short and clean so that users can accomplish the task easily.
Smart: customize the experience based on users’ purchase intention.
Considerate: present a comprehensive and honest cart so that users get all the important pricing details and feel confident enough to proceed with check out. At the same time, organize the massive amount of information in a way that is easy to scan and not overwhelming.
Metrics
Conversion rate.
Transaction share on digital channels, both in mobile and desktop.
Cart abandonment rate.
Customer satisfaction score.
Page view.
Promotion redemption rate.
Design Example: Workflow
Whatever it is, the way you tell your story online can make all the difference. Whatever it is, the way you tell your story online can make all the difference. Whatever it is, the way you tell your story online can make all the difference.
