UX CASE STUDY

E-commerce

A customize purchase flow for a telecommunications company

Date
Summer 2022

Role
Design Lead

Tools
Figma, UserZoom, Jira

Links
YouTube TV
Frontier.com/Shop/TV

Problem

Redesign of the existing online e-commerce experience. Data revealed the previous experience was performing at a low conversion rate of only 1%.

Along the journey, we encountered numerous blockers we had to overcome, including complex business requirements requiring users to perform the unwanted credit check before completing a purchase, vendor-induced payment limitations, and poorly performing APIs resulting in a poor user experience and overly complex user interface.

We had to be very clever with the copy and order of the task flow to generate solutions as we awaited long overdue API upgrades.

Solution

Design an intuitive, efficient, user-friendly experience for prospects to effortlessly check out their products.

Process

Placing the focus on the user and their needs in each phase of the design process.  
The double-diamond design process model was used throughout the design. and most reflective of how this product was delivered.

User Research

I watched numerous user testing clips collected during the Primary Research phase. We conducted 15 unmoderated remote usability tests to understand their frustrations and gain insights of their pain points using the current getfrontier.com experience. I was able to started to identify the user pain points for my data analysis.

Highlight reel of participants interacting with the existing Frontier Communications e-commerce experience that I was tasked to redesign as part of the Purchase Flow for designer for the agile "Scrum Jumpers" sales squad.

Observations

After watching the unmoderated user tests above. I gathered my findings that I referred to often to help me improve the design (listed below).

User Personas

By analyzing the data collected from targeted users, I developed user personas to better understand their primary needs and challenges.
This process enabled me to create tailored design solutions that benefit the users.

For this project, I believed it was essential to grasp the mindset of these personas in order to evaluate their familiarity with technology.
Their decision to purchase internet services online could be influenced by this understanding.

I decided it was best to focus on the most conservative mindset of all the user personas, settled simplifies. My logic was that if we could convince them it was safe to make an internet purchase online. Most likely, the other would also.

Goals

Listing project goals can help me form a clear product overview, pave ways for determining product features, and make the proper decisions. I summarized user goals from my user persona and empathy map, collected business goals from the project brief, considered technical goals, and visualized the project goals.

Minimum Viable Product (MVP)

I began designing for the MVP the most basic, launchable version of the product that supports the minimal, yet must-have features identified. An MVP is created with the intent to enable faster time to market, attract early adopters and achieve market fit from early on and sets the ability to make incremental improves and changes.