PRODUCT DESIGN
Consumer Cellular Website Design
Create a beautiful lead flow experience to generate high-intent leads for our new partner Consumer Cellular, cellphone provider.
CLIENT
Consumer Cellular
DURATION
October 2022 — May 2023
SOFTWARE
XD, Photoshop, Illustrator
The Problem
Most of the clients are seniors who may not be familiar with modern design patterns. We don’t want to emphasize the age demographic or call it out.
The Goal
Design a Consumer Cellular partner website with a simple architecture to help user clarify their needs and submit a lead.
My Role
Product designer leading the Consumer Cellular website design.
Responsibilities
Creating high-fidelity prototypes for a responsive website, conducting A/B testing, accounting for accessibility.
Creating an on-brand design experience
Tasked with the responsibility of crafting a design that would seamlessly align with their brand, I joined the team. My first strategic move involved a comprehensive study of the client’s brand book, allowing me to grasp their unique approach to design. Armed with this knowledge, I meticulously assembled elements that I deemed fitting and compelling for integration into the design.
Subsequently, I formulated a structured plan for the landing page experience, incorporating insights drawn from available information on competitors’ public offerings. The primary objective of the lead flow was strategically designed to guide users through a process with the aim of delivering a valuable and tailored suggestion by the conclusion of the user journey.
I sketched out the initial structure of the landing page before translating it into a high-fidelity design. After analyzing the structure, I decided to prioritize the Plans section over the Value Proposition. I designed the lead flow for the desktop first.
Then I scaled it down to ensure compatibility with tablet and mobile devices. Following the completion of the project by developers, I conducted a design audit helping QA engineers.
Accessibility considerations
I concentrated on four primary aspects: ensuring a large font size, providing clear instructions, avoiding jargon and technical terms, and maintaining a user-friendly experience with single-click interactions.
Testing the design
After the launch, I employed the crazy-8 exercise to generate ideas for tests. Subsequently, I presented these ideas to the partner, and collaboratively, we began testing to identify approaches that could enhance conversions.
During the client’s deliberation on the testing strategy, I took the initiative and began testing. My initial focus was on incorporating a geo-tag and a side panel with awards into the hero section. The outcomes of the test demonstrated a significant 19% increase in overall conversions.
The client requested a test for the agent availability popup. While the test resulted in a positive outcome with a 6% improvement in both Conversion Rate and Revenue Per Visitor, the decrease in submitted leads by 5% somewhat diminished the appeal of the change.
The client requested a test for the agent availability popup. While the test resulted in a positive outcome with a 6% improvement in both Conversion Rate and Revenue Per Visitor, the decrease in submitted leads by 5% somewhat diminished the appeal of the change.
The decision to replace Ted Densen with a lifestyle photograph in the hero section resulted in a noteworthy 14% increase in the Sales Per Visitor rate across all devices. Additionally, the Revenue Per Visitor rate experienced an 11% improvement. Importantly, this change did not cause any significant negative impact on other metrics.
One of my initial ideas was to eliminate the scroller from the plan cards. I also implemented an on-click interaction displaying information and a Call To Action on the back of each card. For mobile users, the number of plan cards displayed in a vertical grid was limited to four to avoid creating an endless scroll of repetitive content. After a month of testing, the results showed a significant 32% increase in Sales Per Visitor and a noteworthy 25% increase in Revenue Per Impression. All other metrics experienced improvements in the range of 2%. The projected revenue lift from these changes amounted to $750 per day.
Over the course of five months, we executed a total of five tests.
Over the course of five months, we executed a total of five tests.
Results &
Conclusion
In its initial year post-launch, the website successfully generated over $900,000 in revenue for the company. Notably, this achievement was accomplished by a small team of six individuals, with myself being the sole designer on the team.
Next steps
1
Examine potential opportunities to better the lead flow
2
Persist in conducting tests and generating innovative ideas to boost conversion rates
3
Evaluate the website for potential enhancements in accessibility