E-commerce A/B test
Due to an NDA, some information has been stripped down.
If you would like to learn more, feel free to contact me for further discussion.
Introduction
Circles.Life is a telecommunications company that constantly exceed new limits in the industry as an mobile virtual network operator.
The pilot project, the self-activation delivery, started as an A/B test that showed an increase in sales and conversion, and it is now their primary method for SIM card purchase. The emphasis is on their e-commerce transaction flow via the web.
role
I was the primary UX designer for the pilot in Singapore and Australia markets.
Context and Problem
Problem
The company was in a saturated market with tenured competitors. To differentiate themselves, a pilot was planned and conducted to change the way of buying a SIM card. The goal was to improve the conversion rate of SIM card activation.
Research
Through primary and secondary research, three points were explored. Firstly, how good or bad the past delivery experiences were. Secondly, what were the general thoughts of how a self-delivery should be. Lastly, initial feedback on proposed new self-delivery flow.
There were common misconceptions already in place due to the legacy method of buying a SIM card. Findings showed that users didn't know which mobile plan the SIM card referred to, and had the misconception that receiving a physical card meant that their phone number is fixed, and still had questions on number porting.
Validation and Iteration
With initial findings, I worked with the product manager to design the self-activation delivery flow, focusing on the essential information required and minimising distractions.
first iteration
I paid attention to the copies, finding association with the respective categories. An example is stating that “delivery is free” when user is keying in delivery details. The UI is similar to the current version, and there is little UI implementation/development because it is a small-scaled A/B test.
Do reach out should you be interested in learning the copy and UI changes.
Monitoring and Findings
monitoring
The test was launched with small percentage of traffic directed to the pilot delivery flow.
We tracked the responses over the next few days and calls and inquires three main cohorts:
Users who requested delivery but did not collect their SIM card,
Users who requested delivery but did not activate within one day, and
Users who requested delivery and activated their SIM card.
After talking to over 30 customers from the cohorts, the response was that the journey was very unfamiliar, therefore not intuitive. It was too frictionless, some thought the SIM card applied even for the low-value plan, and some didn't know that they needed to select a phone number.
second iteration
From the feedback, we then implemented the second round of changes in the second week. We ensured there was a plan information, an infographic-like instruction section, and an order confirmation.
Do reach out should you be interested in learning the copy and UI changes.
FINDINGS
The pilot ran for six weeks and despite the initial findings we received, with the changes, we did see good results. There was indeed an improvement in conversion rate. It even exceeded the goal set.
Following the success, we decided to run and test the model in the Australia market.
Conclusion
personal note
I am incredibly grateful for the opportunity that was given to me by the Product Manager. Despite being an intern at the time, she trusted me with the responsibility of leading this project. It was my first major project and it was an amazing experience seeing it from start to finish.
One of the highlights of this project was working with the qualitative assurance testers. Together, we tested every possible scenario to ensure that our communication plan would work smoothly. This experience has not only made me a better designer, but it has also taught me valuable lessons about working with a team towards a common goal.
Throughout this project, I learned so much about collaboration and teamwork. I worked closely with developers to understand the technical limitations and possibilities. I also came up with a comprehensive communications plan that took into account existing resources and streamlined the process for the project.
Due to my understanding of this pilot process, it paved my way to better manage and design for the Indonesia market launch in the next quarter.
final thoughts
This project has been an eye-opening experience for me as a UX Designer. Before this project, I thought that my role was simply to provide wireframes and validate ideas for Product Managers. However, working on this project has taught me that there is so much more to UX Design than just wire-framing.
I hope this project showcases my skills as a UX Designer and demonstrates my ability to lead a project from start to finish. Do reach out should you be interested to learn more about my process in detail.