N-plans
Project length: 8 months
This pricing redesign project aims to boost transparency on plans, ultimately increasing conversions.
my team
2 UX DesignersÂ
1 Product Owner
1 Project Manager
1 CopywriterÂ
2 UX Researchers
tools
Adobe XD
Figma
FigJam
Miro
Asana
My role
UX Designer
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Our goals for this project:
- To understand that whether the added features on the plan cards focused on pricing transparency increase the likelihood of conversion and signing up with discount show.
- To learn if the pricing breakdown makes sense to them.
- To understand the most important factors in deciding which phone plan to choose.
- To inform users about “price lock guarantee” meaning that prices won’t increase.
our DESIGN PROCESSES
our target audiences
- Participants above the age of 18, plan decision makers
- Participants can be existing T-Mobile customers or customers of competitors
COMPETITIVE AUDITS
To broaden our perspective and facilitate effective comparisons, let’s examine the card designs of both direct and indirect competitors. By doing so, we can explore a wider range of options and gain valuable insights.
Below are the comparison of similar features from direct and indirect competitors..
in production
Let’s examine the existing plan cards on the T-Mobile website, thereby, we can discern the disparities between the current designs and the upcoming ones.
Our hypothesis is to design multiple versions of our product for usability testing, focusing on even the smallest elements.
For visual elements like text, font, and colors, we ensure consistency with our existing design system.
Our top priority is to increase the likelihood of conversion by providing a user experience that exceeds expectations.
Initial Designs
Let’s take a look at our very first designs with variations of the plan card which include:
- Pricelock guarantee text link that is clickable
- View Price Summary list is the breakdown of the plan pricing
- Discount applied text meaning an offer that has been applied
- Using text strikethrough to indicate the money saved by each plan.
- Discount is directly applied to the monies saved detailed in the strikethrough
internal survey
Research Exploration
Due to the feedback from the design critique from our peers, our team was able to reduce our possible solutions from 7 to 5.
To ensure alignment within the research team, we documented research questions, comments, and key points for each design. This step precedes the preparation of the user testing document, fostering a shared understanding before involving users.
Usability Testing Results
The goal of the Usability Testing was to understand respondents’ comprehension of pricing transparency plans. Plus, whether the added features focused on pricing transparency increased the likelihood of conversion.
impact
Amidst the ongoing updates and anticipation of its official launch, our project has already demonstrated a remarkable impact, particularly with our valued stakeholders. They have embraced the vision of how crucial this project is in influencing the likelihood of conversions to our services. As a result, we have adopted an agile approach, continually updating and gradually unveiling the project while placing a strong emphasis on regular usability testing to gather invaluable user feedback.
This iterative process follows the well-established design cycle, which encompasses defining objectives, conducting thorough research, insightful analysis, innovative design, rigorous testing, and seamless iterations. By adhering to this proven methodology, we ensure that our project evolves to meet the ever-changing needs of our users.
As we move forward, we are delighted to witness the increasing trust and confidence our stakeholders have in us. This trust has opened up exciting opportunities for us to collaborate on other projects related to our N-plans, such as the BTS-upselling accessories project, which seamlessly aligns with our overarching strategy. Additionally, we’ve had the privilege to contribute to promotional pages that beautifully showcase our plans.
Together, with the unwavering support of our stakeholders, the dedication of our team, and the continuous improvement driven by user feedback, we are eagerly looking forward to the day when our project will be fully launched, making a profound and positive impact on the lives of our customers and our business alike.