Case Study

Research Helps Phone Company with Iterative UX Redesign

Estimated Read Time
4 Minutes clock icon

Schlesinger Group worked with a phone company to perform digital qualitative research to generate insights for use in an iterative website user experience (UX) redesign.

The phone company had thousands of web properties as part of its e-commerce store. Customers expressed difficulties when signing up for new cell plans or purchasing smartphones from their website. By applying best practices to the management of its web properties, the client hoped to make the UX easier, simpler, and faster to drive value generation.

After the campaign, the updates were reduced to less than 12 months

Before the campaign, it would have taken 18 months for the client to update its web properties. After the campaign, the timescale for web property updates were reduced to less than 12 months. This was achieved using real-time group feedback to guide agile development sprints.

Additionally, respondents prefer to take the convenient route when providing information, which means suppliers must adapt to that shift while having to spend more money on targeting traffic and gaining interest. In practice, this means creating concise online surveys and incentivizing them well at the same time.

Discover the process the team went through to achieve these results below.

Week 1

To start, Schlesinger Group introduced the client to QualBoard an agile enterprise insights platform for engaging audiences in qualitative research.

The project used a combination of group discussion boards and project chat to test early UX design concepts.

Week 3

The client tested rough mock-ups of the website UX redesign with the research panel.
This included screenshare diaries to monitor user interactions with the new website, and video chat to gather the why behind the what.

Week 5

Next, the rough mock-ups were refined using insights from the research panel. The phone company now has a selection of design draft candidates.
This stage included quick polls to gather sentiment from the panel using a Q&A format and individual diary sessions.

Week 7

Week seven was where real scrutiny over every aspect of the website UX redesign took place. How does it look and feel? Is this the ideal positioning for website elements? The team identified critical website elements with the biggest impact on the UX, facilitating prioritization to expedite the redesign process.

This week was rather special, as the client gained secondary insights on the phone market. The primary intent was different, but the secondary insights led to a breakthrough: the client discovered that most customers have no idea what 50 gigabytes means, or 1,000 minutes, or 20,000 texts. Consumers had no context to explain what these numerical figures represent.

Resultingly, the client identified an opportunity to transform its approach to phone and cell plan pricing. It put technical terminology into a format that is better understood by the average consumer, and drastically improved the UX. Now, consumers know how many gigabytes are needed to watch X amount of Netflix episodes. This approach reduces complexity and leads to well-informed consumers who are much more likely to make a purchase and return.

Week seven highlights the importance of flexibility when designing a market research campaign. If the question design and scope is too narrow, you can miss out on secondary insights that may just lead to a breakthrough. Thankfully, Qualboard is designed with flexibility in mind to help users extract maximum value from market research.

Week 9

This week involved secondary web page designs like the help center, support pages, and header or footer navigation. The goal was to find what was missing from the design, and include it to improve the UX.
As part of the research, another diary session took place along with a Group Discussion.

Week 11

In the last week, it was time to review the final design. The client’s design team presented the final prototype to the research panel to gather closing thoughts.

This research campaign finished with video chats to capture emotional and behavioral data on the design, and quick polls for structured feedback.

QualBoard provided the phone company with the agility to gather digital qualitative research throughout the website redesign process. Armed with these rich consumer insights, the client delivered a vastly improved website UX in a shorter period of time.

Discover how QualBoard helps you advance your UX. Request a consultation with our team today.