EE HOME BROADBAND: E-COMMERCE SITE

  • Project - Re-design of part of ee.co.uk, for improved customer comprehension, usability, mobile optimisation and sales

  • Product /service - Home broadband section of ee.co.uk. Customers compare broadband speeds, prices and customise their package before buying

  • Duration - 2 months

  • Team - Product owner, UX designer, marketing manager, research lead, visual designer

  • Activities -UX analysis, competitor analysis, UX/UI design, usability testing, visual design

  • Deliverables - Responsive Axure prototype - mobile, tablet and desktop, user story map

  • Outcome - EE home broadband re-launched in Q2 2018

Before and after: The home broadband section of ee.co.uk. Re-designed to work better on mobile and provide more clarity to customers

Before and after: The home broadband section of ee.co.uk. Re-designed to work better on mobile and provide more clarity to customers

 
User story map, created as a framework to understand needs, priorities and value of existing features

User story map, created as a framework to understand needs, priorities and value of existing features

UX appraisal of existing site, considering mobile and desktop layouts. Focus was on improving usability and making EE's broadband offering clear. Many of my suggestions revolved around reprioritising content, removing clutter and finding better groupings and labels for information

UX appraisal of existing site, considering mobile and desktop layouts. Focus was on improving usability and making EE's broadband offering clear. Many of my suggestions revolved around reprioritising content, removing clutter and finding better groupings and labels for information

Competitor analysis, taking particular note of their user task-flows, mobile layouts and how they conveyed information relating to broadband packages. We benchmarked ourselves against these in terms of customer experience, and discussed pros and cons of each company's design with the product owner

Competitor analysis, taking particular note of their user task-flows, mobile layouts and how they conveyed information relating to broadband packages. We benchmarked ourselves against these in terms of customer experience, and discussed pros and cons of each company's design with the product owner

Quick sketches done during a workshop with stakeholders to visualise their ideas as they suggest them. Paper, pens and Letraset markers

Quick sketches done during a workshop with stakeholders to visualise their ideas as they suggest them. Paper, pens and Letraset markers

Mobile-first, Balsamiq mockups detailing users' steps through the 'purchase journey' with revisions based on the earlier UX appraisal. By allowing stakeholders to try these on their phones, I was able to gather quick feedback iterate the design several times in a matter of days

Mobile-first, Balsamiq mockups detailing users' steps through the 'purchase journey' with revisions based on the earlier UX appraisal. By allowing stakeholders to try these on their phones, I was able to gather quick feedback iterate the design several times in a matter of days

Responsive, interactive prototype built in Axure. This was used from early stages to help stakeholders make informed decisions on scope and priority by trying their ides out quickly on mobile, tablet and desktop. The same prototype was taken into qualitative user testing to explore comprehension, usability across different devices

Responsive, interactive prototype built in Axure. This was used from early stages to help stakeholders make informed decisions on scope and priority by trying their ides out quickly on mobile, tablet and desktop. The same prototype was taken into qualitative user testing to explore comprehension, usability across different devices

User testing focused on in-depth. qualitative interviews with a small range of broadband customers. The responsive Axure prototype allowed us to test on desktop and different mobile devices. I was able to iterate the design quickly in response to feedback and built confidence amongst stakeholders to proceed to development

User testing focused on in-depth. qualitative interviews with a small range of broadband customers. The responsive Axure prototype allowed us to test on desktop and different mobile devices. I was able to iterate the design quickly in response to feedback and built confidence amongst stakeholders to proceed to development

Detailed, visual UI designs created using Adobe Suite. Particular attention paid to effective data visualisation of broadband speeds and use of colour and iconography to aid discovery and usability through the customer journey

Detailed, visual UI designs created using Adobe Suite. Particular attention paid to effective data visualisation of broadband speeds and use of colour and iconography to aid discovery and usability through the customer journey