Learn & discover
Focusing on the drop-off
Focusing on the drop-off
During our team’s discovery work on the existing shop and purchase customer journey within the digital channels, we found various areas opportunities for improvement throughout the entire buy-flow, but the drop-off at the plan selection and comparison stage was extremely significant.
Our team had been building a foundation of discovery work, and we had aligned on the problems we were solving, and the way we wanted to move forward with solving them. When the idea for the Speed Simulator was generated as a solution opportunity, we didn’t have to start from scratch; but rather pull out what we needed to build our case and start ideating.
69%
69%
of customers are dropping out of the buy flow from the plan selection and comparison stage
of customers are dropping out of the buy flow from the plan selection and comparison stage
63%
63%
of customers called an agent before they placed their order online
of customers called an agent before they placed their order online
61%
61%
of customers would rather go into a store and have plan details explained
of customers would rather go into a store and have plan details explained
Why is this happening?
Why is this happening?
A survey of customers who shopped online at AT&T showed the most common reasons for non-purchase (excluding customers who’s intent was “just researching”) are:
A survey of customers who shopped online at AT&T showed the most common reasons for non-purchase (excluding customers who’s intent was “just researching”) are:
Needing more or different information than what was provided
Needing more or different information than what was provided
Difficulty finding or comparing plans or packages
Difficulty finding or comparing plans or packages
How are customers currently comparing plans?
How are customers currently comparing plans?
The current plan cards are displayed in a vertical stack, and are expanded on click. This view makes it difficult to compare plans against each other at this point- which leads customers to use the “compare plans” CTA.
The current plan cards are displayed in a vertical stack, and are expanded on click. This view makes it difficult to compare plans against each other at this point- which leads customers to use the “compare plans” CTA.
From here, the “compare plans” option brings up a model made up of a table- which we know customers like using... however; there are some clear issues with this experience that beg the question: How is this modal helping customers make a decision?
From here, the “compare plans” option brings up a model made up of a table- which we know customers like using... however; there are some clear issues with this experience that beg the question: How is this modal helping customers make a decision?
We're learning that the way we currently display information isn’t working for customers
Customers often don’t understand the practical implications of different speeds, bandwidths, and amounts of data
Customers want information that is more relevant to their lifestyle, through examples of what each plan is "best for”
Customers often don’t understand the practical implications of different speeds, bandwidths, and amounts of data
Customers want information that is more relevant to their lifestyle, through examples of what each plan is "best for”
“The plans feel very similar from a 30k foot view. I’d like to know what makes them different or better”
“The plans feel very similar from a 30k foot view. I’d like to know what makes them different or better”
(CX Survey, June ‘23.)
(CX Survey, June ‘23.)
What are other internet providers doing?
What are other internet providers doing?
For internet plan options, most companies just utilize a grid or carousel of plan cards, with no other compare tool option. Popular companies like Verizon and T-Mobile, do offer a traditional compare table for wireless plan offerings, but it’s not common to see this for internet plans.
For internet plan options, most companies just utilize a grid or carousel of plan cards, with no other compare tool option. Popular companies like Verizon and T-Mobile, do offer a traditional compare table for wireless plan offerings, but it’s not common to see this for internet plans.
It’s also rare to find digestible information on internet speeds that is relevant to customer's lifestyle; However, there are some companies, like Google Fiber, and a few others do show a table style compare view, and show the various speeds in the context of relevant tasks.
This is a step towards creating relevant context for customer to help them shop- but is there more that can be done here? For example, is Google Fiber’s compare table really conveying the significant difference between the 17 seconds and 2 and half minutes it would take to download a 2.5 hour 1080p movie with 8G Fiber, VS 1G?
This is a step towards creating relevant context for customer to help them shop- but is there more that can be done here? For example, is Google Fiber’s compare table really conveying the significant difference between the 17 seconds and 2 and half minutes it would take to download a 2.5 hour 1080p movie with 8G Fiber, VS 1G?
This led to more questions
This led to more questions
How might we show the value of higher speed plans?
How might we allow people to experience the speeds?
How might we show the value of higher speed plans?
How might we allow people to experience the speeds?
It’s also rare to find digestible information on internet speeds that is relevant to customer's lifestyle; However, there are some companies, like Google Fiber, and a few others do show a table style compare view, and show the various speeds in the context of relevant tasks.
Learn & discover
Focusing on the drop-off
During our team’s discovery work on the existing shop and purchase customer journey within the digital channels, we found various areas opportunities for improvement throughout the entire buy-flow, but the drop-off at the plan selection and comparison stage was extremely significant.
Why is this happening?
A survey of customers who shopped online at AT&T showed the most common reasons for non-purchase (excluding customers who’s intent was “just researching”) are:
Needing more or different information than what was provided
Difficulty finding or comparing plans or packages
69%
of customers are dropping out of the buy flow from the plan selection and comparison stage
63%
of customers called an agent before they placed their order online
61%
of customers would rather go into a store and have plan details explained
How are customers currently comparing plans?
The current plan cards are displayed in a vertical stack, and are expanded on click. This view makes it difficult to compare plans against each other at this point- which leads customers to use the “compare plans” CTA.
From here, the “compare plans” option brings up a model made up of a table- which we know customers like using... however; there are some clear issues with this experience that beg the question: How is this modal helping customers make a decision?
We're learning that the way we currently display information isn’t working for customers
Customers often don’t understand the practical implications of different speeds, bandwidths, and amounts of data
Customers want information that is more relevant to their lifestyle, through examples of what each plan is "best for”
“The plans feel very similar from a 30k foot view. I’d like to know what makes them different or better”
(CX Survey, June ‘23.)
What are other internet providers doing?
For internet plan options, most companies just utilize a grid or carousel of plan cards, with no other compare tool option. Popular companies like Verizon and T-Mobile, do offer a traditional compare table for wireless plan offerings, but it’s not common to see this for internet plans.
It’s also rare to find digestible information on internet speeds that is relevant to customer's lifestyle; However, there are some companies, like Google Fiber, and a few others do show a table style compare view, and show the various speeds in the context of relevant tasks.
This is a step towards creating relevant context for customer to help them shop- but is there more that can be done here? For example, is Google Fiber’s compare table really conveying the significant difference between the 17 seconds and 2 and half minutes it would take to download a 2.5 hour 1080p movie with 8G Fiber, VS 1G?
This led to more questions
How might we show the value of higher speed plans?
How might we allow people to experience the speeds?
Learn & discover
Ideate & design
If you have to "see it to believe," then how can we "show" it?
If you have to "see it to believe," then how can we "show" it?
If you have to "see it to believe," then how can we "show" it?
The inspiration for this concept was based on existing loading indicators: What if we could show people how long a familiar task will feel, with each of the internet speed plan options.
The inspiration for this concept was based on existing loading indicators: What if we could show people how long a familiar task will feel, with each of the internet speed plan options.
The inspiration for this concept was based on existing loading indicators: What if we could show people how long a familiar task will feel, with each of the internet speed plan options.
But we still had more questions
We learned from previous research that most users do still use and expect to see a table style comparison. So then what will the relationship of this speed simulator be to a traditional table format view?
How can a customer focus in on comparing two speeds directly? Is this flexible enough for the way that customers like to compare products
Why should a customer trust this? A risk we identified is this tool feeling like a marketing gimmick, and customer's taking this animation as matter of fact- instead of a simulated representation.
The main focus of this tool is to draw the users attention to the animation of the speeds, allowing customers to "experience" the differences in speed options, highlighting just how fast the top speed is.
Across the top tabs, users can scroll through a carousel of popular tasks that are relevant to daily internet usage.
On the bottom, users can adjust the number of devices that would be potentially completing that task at the same time.
The main focus of this tool is to draw the users attention to the animation of the speeds, allowing customers to "experience" the differences in speed options, highlighting just how fast the top speed is.
Across the top tabs, users can scroll through a carousel of popular tasks that are relevant to daily internet usage.
On the bottom, users can adjust the number of devices that would be potentially completing that task at the same time.
But we still had more questions
But we still had more questions
We learned from previous research that most users do still use and expect to see a table style comparison. So then what will the relationship of this speed simulator be to a traditional table format view?
How can a customer focus in on comparing two speeds directly? Is this flexible enough for the way that customers like to compare products
Why should a customer trust this? A risk we identified is this tool feeling like a marketing gimmick, and customer's taking this animation as matter of fact- instead of a simulated representation.
We learned from previous research that most users do still use and expect to see a table style comparison. So then what will the relationship of this speed simulator be to a traditional table format view?
How can a customer focus in on comparing two speeds directly? Is this flexible enough for the way that customers like to compare products
Why should a customer trust this? A risk we identified is this tool feeling like a marketing gimmick, and customer's taking this animation as matter of fact- instead of a simulated representation.
In the next iteration I combined the design with a more traditional side by side compare table
In the next iteration I combined the design with a more traditional side by side compare table
I collaborated with our partner team who was working on enhancements to the traditional compare table experience, to incorporate both tools together create the relationship between the two.
I collaborated with our partner team who was working on enhancements to the traditional compare table experience, to incorporate both tools together create the relationship between the two.
In this iteration, I defined the entry point of this tool to live inside the existing compare link.
I included tooltip, to provide more context and set user expectations about this tool, noting that the animations are not in real time, and they have been sped up to show the difference between speeds, that actual download/upload times listed are based on optimal network conditions, and actual times may vary due to device type, gateway, and other factors, etc.
In the next iteration I combined the design with a more traditional side by side compare table
I collaborated with our partner team who was working on enhancements to the traditional compare table experience, to incorporate both tools together create the relationship between the two.
In this iteration, I defined the entry point of this tool to live inside the existing compare link.
I included tooltip, to provide more context and set user expectations about this tool, noting that the animations are not in real time, and they have been sped up to show the difference between speeds, that actual download/upload times listed are based on optimal network conditions, and actual times may vary due to device type, gateway, and other factors, etc.
In this iteration, I defined the entry point of this tool to live inside the existing compare link.
I included tooltip, to provide more context and set user expectations about this tool, noting that the animations are not in real time, and they have been sped up to show the difference between speeds, that actual download/upload times listed are based on optimal network conditions, and actual times may vary due to device type, gateway, and other factors, etc.
The main focus of this tool is to draw the users attention to the animation of the speeds, allowing customers to "experience" the differences in speed options, highlighting just how fast the top speed is.
Across the top tabs, users can scroll through a carousel of popular tasks that are relevant to daily internet usage.
On the bottom, users can adjust the number of devices that would be potentially completing that task at the same time.
Ideate & design
Ideate & design
Test & pitch
We conducted two user studies
We conducted two user studies
We conducted two user studies
The goal of these studies was to evaluate the speed simulator concept, and determine if customers find this tool useful when selecting an internet speed.
I worked with 2 researches to conduct a rapid concept test to gauge initial sentiments (100 participants), and a set of qualitative interviews (5 participants) for in-depth feedback
The goal of these studies was to evaluate the speed simulator concept, and determine if customers find this tool useful when selecting an internet speed.
I worked with 2 researches to conduct a rapid concept test to gauge initial sentiments (100 participants), and a set of qualitative interviews (5 participants) for in-depth feedback
The goal of these studies was to evaluate the speed simulator concept, and determine if customers find this tool useful when selecting an internet speed.
I worked with 2 researches to conduct a rapid concept test to gauge initial sentiments, and a set of qualitative interviews (5 participants) for in-depth feedback
We found that the tool adds visual interest and provides a more intuitive visuals of the differences in speeds, but may still need more context.
We found that the tool adds visual interest and provides a more intuitive visuals of the differences in speeds, but may still need more context.
Feels better than other experiences
Feels better than other experiences
Respondents found the concept innovative, interesting, and engaging- noting it could be particularly useful for people who aren’t technologically savvy, or familiar with internet speeds.
Respondents found the concept innovative, interesting, and engaging- noting it could be particularly useful for people who aren’t technologically savvy, or familiar with internet speeds.
76% of respondents (who shopped online for internet services in the past 11 months)indicated this concept would be better than their recent experience.
76% of respondents (who shopped online for internet services in the past 11 months)indicated this concept would be better than their recent experience.
Helps to truly grasp the differences across speeds
Helps to truly grasp the differences across speeds
For some, the visualization gave a a more intuitive way to see the difference in speeds, saying they “felt” a sense of the differences.
For some, the visualization gave a a more intuitive way to see the difference in speeds, saying they “felt” a sense of the differences.
82% of respondents would either be delighted or expect their internet provider to offer this
82% of respondents would either be delighted or expect their internet provider to offer this
Might not be enough on it's own
Might not be enough on it's own
For others it was less useful than “best for” text and “Help me choose” quiz in finding the best choice for their needs.
For others it was less useful than “best for” text and “Help me choose” quiz in finding the best choice for their needs.
Some participants noted wanting more control over the configuration, and noted it may be more trustworthy if validated by a third party.
Some participants noted wanting more control over the configuration, and noted it may be more trustworthy if validated by a third party.
Moving forward
Moving forward
Moving forward
The work up to this point was delivered as a subset of our evaluation and stratgies for enhancing the shopping experience. The stakeholders liked the idea but it was ultimately sidelined for the time being due to funding and greater priorities within the experience.
The next steps in this process would be to pass this through content, marketing, and legal to align on the tasks and descriptions used in the tool. Then work with UX and the development team to build this as an A/B test to measure the feature's engagement rate, the drop off rate at the plan selection and comparison stage, and the overall conversion rate.
The work up to this point was delivered as a subset of our evaluation and stratgies for enhancing the shopping experience. The stakeholders liked the idea but it was ultimately sidelined for the time being due to funding and greater priorities within the experience.
The next steps in this process would be to pass this through content, marketing, and legal to align on the tasks and descriptions used in the tool. Then work with UX and the development team to build this as an A/B test to measure the feature's engagement rate, the drop off rate at the plan selection and comparison stage, and the overall conversion rate.
The work up to this point was delivered as a subset of our evaluation and stratgies for enhancing the shopping experience. The stakeholders liked the idea but it was ultimately sidelined for the time being due to funding and greater priorities within the experience.
The next steps in this process would be to pass this through content, marketing, and legal to align on the tasks and descriptions used in the tool. Then work with UX and the development team to build this as an A/B test to measure the feature's engagement rate, the drop off rate at the plan selection and comparison stage, and the overall conversion rate.
We found that the tool adds visual interest and provides a more intuitive visuals of the differences in speeds, but may still need more context.
Feels better than other experiences
Respondents found the concept innovative, interesting, and engaging- noting it could be particularly useful for people who aren’t technologically savvy, or familiar with internet speeds.
76% of respondents (who shopped online for internet services in the past 11 months)indicated this concept would be better than their recent experience.
Helps to truly grasp the differences across speeds
For some, the visualization gave a a more intuitive way to see the difference in speeds, saying they “felt” a sense of the differences.
82% of respondents would either be delighted or expect their internet provider to offer this
Might not be enough on it's own
For others it was less useful than “best for” text and “Help me choose” quiz in finding the best choice for their needs.
Some participants noted wanting more control over the configuration, and noted it may be more trustworthy if validated by a third party.
Test & pitch
Test & pitch
Wrap up
Key takeaway
Key takeaway
Key takeaway
Although this work was paused, I loved getting the opportunity to be the driver of a project and push explorations forward- setting up a mini team to tackle this.
Looking back, I would have tried to socialize this work more throughout various other teams and business organizations earlier- to get more input, collaboration, and a collective buy-in to help secure funding for pushing this project forward- to at least the next testing stage.
Although this work was paused, I loved getting the opportunity to be the driver of a project and push explorations forward- setting up a mini team to tackle this.
Looking back, I would have tried to socialize this work more throughout various other teams and business organizations earlier- to get more input, collaboration, and a collective buy-in to help secure funding for pushing this project forward- to at least the next testing stage.
Although this work was paused, I loved getting the opportunity to be the driver of a project and push explorations forward- setting up a mini team to tackle this.
Looking back, I would have tried to socialize this work more throughout various other teams and business organizations earlier- to get more input, collaboration, and a collective buy-in to help secure funding for pushing this project forward- to at least the next testing stage.