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Right Product, Right Customer: Personalising Broadband for Every Home
Designing a guided sales tool that matches customers to broadband packages based on their real online needs.
Making product selection intuitive, relevant and personalised by helping customers to understand which broadband product is right for their household’s online activity – resulting in 78% of customers purchasing the recommended product.
The Problem
Currently 500,000 customers are on the wrong package based on their needs
21% of customers do not understand how speed impacts what they do online
Less than half (46%) of standard broadband users are satisfied with the speed they get compared to what they were told they would get at point of sale
Less than a third of standard broadband users agree that speeds advertised give a clear indication of what services can be handled
74% of broadband users expect broadband providers to help them choose the connection speed they need
The Brief
Deliver a simple, customer centric way to guide customers to the right product that is embedded into the sales journey.
Customers with demand problems churn more, complain more and call more. Therefore we need to get them onto the right product for their needs at point of sale or upgrade.
The Results
45% increase in Fibre mix - the right product, right customer tool increased this by 13% vs control
10% increase in conversion rate
78% purchased the recommended broadband product
Created an additional data source for the business to use to better understand customers
My role & contributions
Established requirements
Organised and facilitated team workshop
Carried out competitor analysis
Ideated and sketched modular concepts
Paired and collaborated with Lead UX designer
Produced low and high fidelity prototypes
Supported with user research
Defined new pattern library component and interactions
Supported with iteration of designs once tested
Collaborated with analytics team
Carried out design QA and collaborated closely with developers
Presented findings and results to the UX/UI team
Attended meetings with key stakeholders
Attended and participated in scrum team ceremonies
Approach
Organised and facilitated ideation workshop with UX and UI designers to brainstorm concepts. Needed to guide customers towards the product at point of sale and in-life.
There were many touch points in a customers journey to consider, so we looked at using a modular approach to establish a re-usable tool that could be used at different times within the customer lifecycle.
Approached concepts at modular level so the tool could be used at different times of the customer lifestyle
Initial concepts
Using an agile approach of fortnightly sprints, ideas from the ideation workshop were collated into a sprint zero where. Concepts were narrowed down to four options and low fidelity prototypes were created to take to user testing and validated.
1. Gamification
A speed tool that illustrates what the user can do in context to online activities.
2. Emulate speed with video
A speed hub that allows users to compare their speed against competitors via video.
3. Help me choose
An additional step in the customer journey that determines which product the user can get in their area. Recommends the most suitable product for their needs.
4. Educational and reassurance
A concept that educates users about what you can with each product in the context of online activities
User testing
As an initial test and learn approach, option 3 (Help me choose) was the quickest option that could be built in one sprint to allow testing with real customers to gain data.
Before launching the concept it was user tested with the aim of answering the following questions:
Would introducing an extra step after the availability check to capture customer internet usage have a negative impact on conversion
Will allowing recommendation of a plan based on availability help to educate customers about speed and usage
Will providing extra support and reassurance create a positive customer experience
Updated sales journey
Through a test, learn and iterate approach the customer journey was developed to direct users through the availability check and the right product right customer tool. This ensured that the broadband product recommended was based on the users speed availability for their location and household usage.
A new API was created in line with a recommendation matrix. This provided a new data source that allowed tracking for number of devices and usage pattens.
Step 1: Updated Home page
Entry point into sales journey is via AC check and RPRC tool
Entry point into sales journey is via AC check and RPRC tool
Step 2: Availability check
Identifying speed and product available based on location and existing phone line
Identifying speed and product available based on location and existing phone line
Step 3: New RPRC tool
After user has added postcode and address the tool would be presented
After user has added postcode and address the tool would be presented
Step 4: Updated Results pageBased on users selection, a recommended broadband product is shown with rationale along with alternative options
Results
45%
increase in fibre mix
10%
increase in conversion rate
78%
customers purchased the recommended product
75% of customers told us they use 5 devices or less
More than 60% were recommended a fibre product
45% increase in Fibre mix - this was statistically proven that the right product, right customer tool increased this by 13% vs control
Conversion rate at 0.6% - statistically proven that RPRC drove 10% increase in CR
Created an additional data source for the business to use and better understand their customers
The team goal was to drive fibre mix and conversion rate. The test provided a clear understanding of customer behaviour and confidence to continue testing.
Future iterations
A number of additional tests were held over a period of time using a hypothesis driven test and learn approach.
Some examples include:
If there is only one entry point for customers, does that drive the fibre mix?
Test a new approach in getting accurate device count from customers
Optimised brochureware and results pages based on insight and customer feedback
Explored different ways of capturing customers home device usage to get accurate device count.
Users found radio button version easier to use but found the visual style helpful.
Users found radio button version easier to use but found the visual style helpful.
Explored positioning tool at different times within journeys - Example of tool available at any point in sales journey up until checkout, providing reassurance
Reflections
Users underestimated the amount of devices they actually used
Test proved to be more successful on ambient and PPC (Pay Per Click) Portal but not as successful within affiliate portals
By telling customers that a package was not suitable for them was not received well
Testimonials
“Well done Zoe on RPRC UI work. You’ve been fantastic in helping the team achieve it’s objectives.”
Project Manager
“Fantastic effort and a true team player.
Great work on RPRC, keep it up.”
UX Lead
Google Sites
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