Responsive Telco App & Site
DATE: Sept 2013 - Jan 2014
AGENCY: DDB
CLIENT: Covermore GlobalSIM
TIME: 5 weeks spent over 4 months, including workshops with client, wireframing, user testing and reporting
STATUS: Wireframes complete, still in development
View Clickable prototype wireframes here
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View the Clickable Prototypes here (You will need to contact me for the password to view)
Covermore is an insurance company who give out international sim cards with their travel insurance. They wanted to achieve greater take up and usage of their sim offering and so wanted a new mobile app and a replacement website.
First I wireframed the app (requested in illustrator rather than Axure) before moving onto the responsive website wireframing. The site had complex requirements and 2 sites existed already which needed to be amalgamated into one. Existing sites focused on ordering a sim and activating a sim only, with no account management, and the IA was very illogical.
When first wireframes were complete, I carried out user testing and these are the results:
Cover-More UX_user testing results presentation
The brief was to increase take-up from 15% to 30% by reducing drop-offs. I first wrote the strategy and identified the main reasons for drop-offs, which were in some cases simple e.g. the drop-down box on the type of phone selection defaulted to iphone5 and many people had been receiving the wrong size sim card because they didn’t have an iphone5. Other drop-offs arose because the sim was sent out 21 days before the trip, not at the time that travel insurance was ordered which could be 6 months before the trip leave date. Many people had moved house and/or changed their phones by then, so I suggested an email went out before the sim was posted to check address and phone model.
Amazingly, the initial sim card offer which went out in the EDM to confirm purchase of travel insurance, was in an image, so many people who had no images in their email would not have even been aware of the free travel sim offer with their insurance.
Added to that, the client wanted to introduce a data sim and a hotspot device on top of the original phone sim product, but the products had not been defined at all. The site needed to guide new users through ordering their sim for a variety of phone models, and then activating the sim on a variety of models, after unlocking their phone from their current provider – all very complex user flows which needed to look simple to the user.
The final responsive site (desktop, phone and tablet resizing view) used a top navigation which replicated the process the user would go through from information gathering, ordering, activating, managing their account and from time to time, getting help. While designing the site, reducing customer service contact was always a priority.
The homepage featured a ‘story’ video to introduce the complex offering, and showed the main benefits alongside in a slideshow where ‘Order’ and ‘Activate’ direct paths are offered. Below that the user can check rates for ‘Calls & Data’ or ‘Data packs’ see other main path buttons e.g. ‘Get the app’ and ‘Track my order’, and then see the 3 products offered, clicking through to the product page for each. Below that ‘Call forwarding from Australia’ and sim re-use add-on product are offered, then travel alerts from the main covermore insurance site and the footer with alternate ways to enter the site.
The account area allows each retail customer to manage un to 6 sims per account, with complex data displays and ability to more credit from one account to another. Once wireframes were complete, user testing was carried out and a spreadsheet and powerpoint presentation created from the results. Problems were identified and solutions given so that the client had only to agree, which in every case they did. The client was very happy with the results of the project.
There are many more areas of the site I could elaborate on. For more information, please contact me.
Telco site for a Travel insurance company