Giving Customers Clarity and Control in their Broadband Plan
Company: TalkTalk | Role: UI Designer | Platform: Web
Embedded Files
Launching a simplified, transparent All-In Pricing broadband model with flexible add-ons. Putting new and existing customers in charge of their broadband experience.
Reassuring customers by fixing broadband and line rental prices for the length of their contract – driving 44% of customers to re-contract online.
Goals
Establish a design framework that enables consistent, cohesive and accessible user experiences across all Digital Services
Deliver responsive user-centred design templates that respond to a user’s behaviour and environment
Transform customer journeys to be clearer, faster and more efficient via TalkTalk’s re-platforming operation
Conceptualise and deliver design solutions for TalkTalk’s re-brand
Results
23% increase in customers using mobile, delivering higher conversion rates
44% of customers re-contracted online, with just a third of the based of active My Account users
Introduction of the ‘Package Builder’ feature increased attachment rates for Fibre and TV
Increase in customer engagement within My Account resulted in more customers viewing their bills, making payments and engaging with Live chat
My role & contributions
Researched best practices
Carried our competitor analysis
Helped define style and behaviours for pattern library
Developed style guidelines for new pattern library
Established requirements
Helped to define optimum customer experience across Sales
Attended and participated in meetings with key stakeholders
Learnt agile ways of working and attended squad ceremonies
Worked closely with UX and UI designers, Product Owner, Scrum master, QA and developers
Produced responsive low and high fidelity prototypes
Iterated designs based on user testing insight
Mentored and delegated tasks to UI team in manager’s absence
Establishing the design system
A consistent and coherent design system was founded to enable accessible user experiences across digital platforms. Best practices were advocated across delivery teams and our pattern library was used to support re-branding and re-platforming activities.
The baseline pattern library was created using atomic design principles
Design system home page
UI components
Component write-ups, best practices and code snippets
Phase 1 - Simplified proposition
Offer all customers the same core service and simpler boost offering.
The challenges
New team and contract with AndDigital
Learning Agile ways of working
Creating UI for Sales and My Account journeys
Tight delivery requirements
Retro fitting designs whilst design system components were created
Original propositions and design
Initial concepts
Home page wireframe with availability checker and packages available
Broadband landing page
Package builder
Proposed high level customer journeys
New acquisition journey
Existing customer journey
What was delivered
With a delivery deadline of three months for re-platforming, re-branding and establishing a design pattern library, the end-to-end journey for new acquisitions from brochureware through to checkout and confirmation was delivered on time.
Phase 1 - End-to-end sales journeys
Example of TV Brochureware page
Customise package within checkout journey
Phase 2 - Contract lengths
Due to the success of phase 1, I was asked to continue supporting the team from a UI perspective to delivery phase 2.
The requirement was to introduce contract length options to all customer journeys.
The challenges
Understand customer scenarios
Technical restraints
Try to improve journeys that already existed
Understand changing requirements from stakeholders
Suggested using a snip and stick paper prototype approach to define experiences. This enabled decisive decision making to achieve extremely tight deadlines
What was delivered
New contracts lengths page
Recontracting options for existing customers in My Account
External reviews after launch
“They understand what is important to their customers”
moneywise.co.uk
“TalkTalk care about its customers 24/7”
broadbandchoices.co.uk
“Value their customers & provide a good service for everyone”
The Guardian
Results after launch
23%
increase in customers using mobile, delivering higher conversion rates
44%
of customers re-contracted online, with just a third of the base of active My Account users
Additional insights
Introduction of ‘Package Builder’ feature increased attachment rates for Fibre and TV
Increase in customer engagement within My Account resulted in more customers viewing their bills, making payments and engaging with Live chat
Google Sites
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