Opportunity

A privately-owned telecom needed to quickly add new options for vendor-provided mobile products and services into the existing digital purchasing experience, covering five different user scenarios and three potential starting points.

Goals

• Create an experience that looks and feels cohesive: With multiple vendors building and hosting screens within these flows, we needed to be particularly attentive to experience consistency and wayfinding.

• Ensure competitive parity, with findings and recommendations from five competitors incorporated into the proposed experience.

• Improve the existing purchasing experience:

  • Make its easier to understand and configure product options

  • Present a flexible experience to “build your own bundle”

  • Allow people to change their minds about product options

  • Make it easier to review and accept legal agreements

  • Streamline the checkout process

Considerations

• Prioritize carefully and work efficiently to deliver against an 8-week project timeline.

• Leverage approved requirements from the client and their vendor partner.

• Limit customizations to avoid operational process changes (not in scope for this phase). 

• Prioritize the experience for mobile viewports (nearly 70% of traffic and purchases came from mobile).

Activities & deliverables

• Heuristic evaluation report with full detailed findings and applied priority recommendations.

• Annotated, responsive, and dev-ready design for the improved purchase flow experience, including integration of mobile products and services, with user flows, high-fidelity mockups, pattern libraries, visual assets, and micro-copy recommendations.

• Formal read-outs at three milestones.

Critical experience challenges

Because of the tight timeframe, there were several platform and operational constraints that could not be fixed before launch. My primary task was to design experience flows that would minimize the resulting friction and complexity for users:

• “New-New” users, who had no existing relationship with the telecom client, were the top business priority for mobile device and service sales. However, these users could not purchase mobile devices and services until they established internet service with the telecom client.

• Existing customers would see different content and paths based on whether they:

  • Were logged in

  • Had a internet service account

  • Had a mobile purchase in progress

• User orientation was disrupted by different branding depending on where the user started in the flow, and which path they chose.

Sample deliverables

The final handoff included a Figma file with an annotated “mega-flow”, high-fidelity screen flows, and pattern libraries. I created the mega-flow and read-out storyboards, and oversaw and collaborated on all other activities and deliverables.