Harry Nicholas - Product Designer

Optimisation, Migration, Product Design (UX/UI), 2024-2025

EE BUSINESS shop buy journey

The EE Business Shop project redesigned and migrated EE’s business platform, moving to a custom CMS, adapting the Loop Design System to BT’s Arc with EE theming, and improving user experience through testing and stakeholder input.

Company

EE Business

Duration

18 months

Tools used

Figma, Usertesting, Mural

END-TO-END BUY JOURNEY

Analytics

68.5%

of Business Shop traffic was from mobile users, with the conversion rate being LOWER than desktop.

User pain points

Product configuration page

Users found plan comparison difficult

Participants struggled to compare easily as they could not see more than one plans in a single view and had to scroll between each card.

Product description page

Page feels very long especially on mobile

Configuration page can feel quite long as there’s lot of scrolling. User can only proceed to next step after scrolling through entire page.

Product description page

Data filter is not granular enough

Data allowance filter increments were too large and felt irrelevant for those who required smaller allowances

A/B filtering

Assisted by Conversion Rate Optimisation, we A/B tested the way users search and filter for plans.

Hypothesis

Dropdowns are not intuitive for mobile as they hide important information to the user and are not suitable for a mobile experience, where the viewport is obstructed.

Chip filters will improve conversion as the user has visibility of all the options available to them and can alter them with one tap/click.

159%

higher conversion with variant using chip filters than dropdown filters.

Dropdowns

Chip filters

Wins and learns

Between 21 March - 3 April order conversion was tracked to measure how it was performing amongst a small audience.

52 orders from 770, a total order conversion rate of 6.75% (up from 5.2%).

30%

INCREASE IN ORDER CONVERSION