Spearheaded a complete overhaul of the B2C self-service app and contributed to significant rebranding initiatives via collaborative design systems.
Role
UX/UI Designer
Team
Product Manager, Scrum Master, UX/UI Designer, Full-stack Developers, QA, Copywriter, Off-shore Team
Timeline
January 2018 – September 2019
Tools
Sketch, Zeplin, Session Recordings, User Testing, User Research, Focus Groups
IN SHORT
✸
Tele2s first ever beta test was approved and launched
⚙︎
Successfully launched a visual & UX overhaul after several years of difficulty
✽
CSAT was raised by over 60%
EXISTING PROBLEMS
– Inconsistent & outdated design had lead to high customer dissatisfaction in user experience
– Repeated hot fixes had lead to a huge design debt, built on top of an old tech stack
HYPOTHESIS
– Breaking the product down to its core features would cover the use case of majority of the users
– Having the users feel directly involved with improvement of the service would lead to a higher CSAT
– Designing for mobile first would lead to increased ease of use
Eliminating legacy
A rework project had been ongoing for several years prior, there was a lot to take into account. By analyzing the data set gathered over the years, our first step was to figure out the most important parts of the service and build a logical flow based on that.
Stakeholder buy-in
By gaining as much data as possible by researching user behavior, we could put into proper numbers what our users were actually after. By tying this to organizational costs and revenue, receiving stakeholder buy-in was a much simpler task.
Quick and fast iterations
Having a live beta where users could be involved in the process meant we got feedback in real-time. This helped us to quickly validate if our hypotheses were right or wrong and iterate as we were going.
The results
As the company was going through a merger and a bigger brand overhaul, the updated app came just at the right time. By aligning the two it became an easier task to get customers to try it out.
The beta process was such a success that we quickly gained enough numbers to convince management to make a full switch within just a few months time, finally moving away from the legacy. Usage had gone up by almost 3x and our CSAT had increased by over 60%.