Case Study: Redesigning a Telcom
Design of the new responsive website for Lebara Mobile, from sketching to high-fidelity prototyping with a lot of guerilla testing.
Initial research
As part of the sort Discovery we did during the first days of the project we ran a few actions to collect data about our users and the company:
- We ran a workshop with the core stakeholders (internal and external) in order to understand the business goals and identify some user needs.
- We also interviewed with the different departments in order to understand the specific needs of each of them.
- A survey on our UK website collecting more than 1000 responses and analysed it using affinity walls.
Design and testing
I always like to start sketching some initial ideas on big post-its. It is a great way to work in the early stages of a project allowing to quickly draft different solutions and get early feedback from the people around.
In this case, we started sketching the main user journeys using the goals collected during the research.
The other thing I like to do when working at this stage is standing up, usually in a spot where I am visible to the rest of the team, with a wall or window where I can stick and change the post-its.
Such exposure encourages people around to approach out of curiosity, and I usually ask them to help with some feedback. More than once it has avoided issues farther down the road.
From user journeys to wireframes
After having an idea of the new journeys, it was time to leave the pen and move to Axure.
We wireframed essential journeys such as enrollment, top-up the mobile and others.
We showed them to five people recruited from the customer service department, it was not the ideal situation, but there were too many obstacles to recruit users, and the deadline was too tight.
With their feedback, we created a second iteration of the wireframes and began adding some of user interface elements. We also added some basic navigational interactivity. We tested this second iteration on-site with another five people from the customer service department and with potential users in the street and cafes around Liverpool Street (London).
The handover to developers
We were ready to start the build of the site, at least ready enough to work in parallel while we kept optimising the service.
We organised two workshops with the developers in order to clarify the requirements and start the developing.
Monitoring and Conversion Rate Optimisation (CRO)
As part of the project, we also implemented a set of technologies for continuous improvement of the website.
This platform capability included:
- Monitoring our live users and automate the collection of their feedback
- Optimisation tools that allowed us to A/B and multivariable testing.
- Usability testing moderated and not.
