SIMPLE MOBILE PLANS PAGE REDESIGN

Team: 1 UX Designer & 1 UI Designer
Time: 3-week sprint
Tools: Adobe XD, Photoshop, Illustrator, and Teams
Problem statement: Currently the Service Plans page is the main source of revenue for Tracfone. Improving its customer’s access and ease of usability on this page will increase the customer experience which in turn would generate revenue. The redesign needed to make it easier for current customers to refill their service, make it easier for potential customers to understand and purchase service plans, and improve customer satisfaction and experience for both current and potential customers.

Research Methodology

A total of 11 participants took part in the 2-day SM Service Plans Redesigned Page UX Research Study. The participants were a mix of existing Simple Mobile Customers and Potential Customers.

• Day 1, total 5 participants – 2 SM customers and 3 potential customers.

• Day 2, total 6 participants – 2 SM Customers and 4 Potential Customers.

All participants were asked to evaluate the design, plan layout, site content, and plan details for each respective redesigned channel version presented. Then they were asked to contrast and compare it against their respective current channel version plans page.

Both the desktop and mobile versions of the site were tested.

SOME Observations and recommendations:

OBSERVATION: A few participants did not notice the clickable links pertaining to International Long Distance (ILD) calling until they were led while evaluating the plan details.

RECOMMENDATION: Add a link to the ILD page to clarify all of the bullet points instead of having a link for each.

OBSERVATION: There was confusion around Hotspot, Car Smart, and Add-Ons, participants did not understand the purpose or their functionality.

RECOMMENDATION: Provide a description or video link of what a Hotspot and Car Smart are and how to use it and when will it be applicable to purchase each of the plans.

OBSERVATION: Current customers were pleased to see you can purchase plans with rewards points. Potential Customers figured this was a rewards program but felt it did not apply to them at this time. Both wanted more information about the program such as clarification on how to earn points, how to enroll and redeem, what else could you purchase with the points, and how many points before you can actually purchase something.

RECOMMENDATION: Include a link that would show users information about how they could accumulate and trade their points, besides just having information on how to subscribe to the Rewards Program.

CONCLUSION

Overall 91% preferred the new redesign service plans version over the current service plans page (includes both desktop and mobile versions) due to the following attributes: