My Role
- User research
- Workshop facilitating
- Journey mapping
- Mentoring Junior Product Designer
The problem
Joining new service provider should be, not only straight forward, but exciting one for a customer. After buying a new phone, the high shouldn’t be dragged down by setting up apps and network settings. At least that was our assumption, when we started working on improving joining EE.
No one looked at this space before and I ran a multiple discovery workshops to help the team to identify a problem and frame it.
DATA GATHERING
We had to back our assumptions with data. We looked at the multiple data sources:
- Call drivers
- EE Community forum
- Adobe analytics
It helped to identify key problem areas and customer’s pain points:
- Customers struggling to activate SIM
- Customers struggling transferring their phone number to EE
- Order tracker was not giving enough updates and often faulty
- Customers struggles to set up device
What is the project vision?
Working in agile way, we had a vision and mission workshops, to make sure we on the same page.
Our Vision is a market-leading onboarding experience that leaves all EE customers feeling excited and reassured
It was important for us in a mission statment to have a word exciting, we truly want the customers to have best, intuitive experience.
Our Mission is to create bold, simple and data-driven experiences that allow EE customers to track and set up their EE products and services.
User Mapping
I ran three user mapping workshops and mentored a junior designer during this phase. Wanted to give her tools to facilitate user mapping workshop.
Main goal of user mapping workshops was to understand scope of our work and to look at point points and start thinking about the opportunities. Maps were based on data and assumptions, we are going validate it with a user research.
User RESEARCH
We were keen to start interviewing the customers, to understand pain points from their point of view.
Before starting this phase of discovery, I ran a research objective session. It helped the team to put on paper what were we trying to figure out.
user research
From the first round of testing we want to know:
- What do people expect the onboarding with a mobile provider?
- What do people think of their past onboarding experience?
- What do people think of the app experience when onboarding?
- What information people expect when onboarding?
Ideation session
After the user research I organised an ideation session. Worked with a junior designer to prepare icebreaker and the warm up exercise.
Then I ran a crazy 8’s session, team had to come up with 8 ideas in 8 minutes. After everyone presented the ideas, we dot voted for best ones.
A lot of great ideas came out of the session, next we will be mapping them to the Value and Effort matrix.
Prototype
After the round of user research, it became clear that EE is sending too much text and emails in first 30days. Users recalled seeing some parts of it but not all of it.
For prototype I focused on a personalised experience, that lets user independently explore set up options. Also, shows a personalised timeline with a record of the communication with EE and surface relevant next steps.
sigita.works 