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THE BRIEF

Migrate. Adapt. Optimise.

The EE Business Shop was to undergo a migration from its legacy to CMS to a custom CMS, for strategic reasons. During this time, as a product design team we had a limited time-window to conduct and extract existing research to produce a new optimised journey that would lead to improved order conversion. This involved an intensive process of discovery, ideation and testing with strategic thinking in order to execute an improved journey in such a limited timeframe.

68.5%
Mobile
Traffic
Low
Mobile Conversions
QUANTITATIVE RESEARCH - ANALYTICS

Mobile traffic was high,
conversions were low

During product discovery, I deep-dived into the existing site's analytics. Despite receiving a significant portion of users accessed the site via mobile, conversion rates lagged significantly behind desktop.

INTERVIEWS - USER PAIN POINTS

What was holding users back?

01

Comparison Chaos

Users reported they struggled to compare plans side-by-side, making it difficult to make informed decisions.

Comparison
02

Scroll Fatigue

Product pages were excessively long, especially on mobile, causing user fatigue and abandonment.

Scroll Fatigue
03

Filter Gaps

Lack of granular filtering for data allowances made it hard for users to find the right plan.

Filters
APPROACH

From insight to impact

1

Design Sprint Workshops

Faciltating a UX workshop which combined design and non-design stakeholders (Product Owner, Business Analyst, Marketing). During this session we compiled the analytics, user research insights and brought everyone together to define the main problems we wanted to solve and bring into the migration/optimisation with a mobile-centric mindset. As a group we then voted on the best features and the most popular ones were considered for design.

2

Mid-Fidelity Ideation

Rapid prototyping to explore multiple solutions, focusing on mobile-first filtering and product comparison. This enabled me to be proactive by feasibility reviewing the mid-fidelity design without wasting time on finer details such as colouring and theming. This also helped establish which components were readily available in our component library and which would need to developed as custom.

3

A/B Testing Filtering UI

Testing dropdown filters vs. chip filters to determine which interface drove better engagement and conversion. With support from the Conversion Rate Optimisation (CRO) team we were able to run 2 A/B tests with the differing functionality. We were then able to compare and contrast the funnel data and order conversion to establish which approach would be better.

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Shop Mockup

Chip filters crushed it

Moving from hidden dropdowns to visible chip filters transformed user engagement.

Dropdown Version
Graph
DROPDOWN VERSION
Baseline
Rocket
CHIP FILTER VERSION
+159%
Chip Filter Version

Conversion Rate Optimisation (CRO) A/B testing showed chip filtering variant was far more effective for order conversion.

MEASURE OF SUCCESS

Increase in order conversion

Analytics showed an increase in order conversion in the migrated journey than the pre-existing one.

5.2
6.75%
Conversion Rate
During 2-month tracked testing period