Case Study
JT Plans
Design and develop the new customer journey and UI for the new JT Plans (Mobile, Broadband and Landline services).
My role
Product designer
UI designer
Web designer
Skills
UI/UX Design
Web Design
Web Development
HTML & CSS
Stakeholder liaison
Tools
Figma
Miro
Photoshop
Illustrator
WordPress
DELIVERY
User flows
Wireframes
High-fidelity prototypes
Web pages
Web interfaces
1. Introduction
ABOUT THE JT PLANS
JT is a telecommunications company with headquarters in the Channel Islands. They offer Mobile, Broadband and Landline services to customers in the Channel Islands who can subscribe via different Plan Builders in the JT website.
The Mobile and Broadband offers had been redesigned recently by the commercial team and these were shortly going to be available to customers .
PROBLEM
The existing Plan Builders hadn’t being updated since 2008 and were not visually suitable for presenting the new offers. In addition, these Plan Builders were using old Javascript which was causing issues on mobile browsers.
An important challenge was the lack of developer’s time given they were tied to another project. The new Plan Builders needed to be designed and built using only available WordPress, HTML and CSS resources.
SOLUTION
I set to redesign and build a new version of the Plan Builder on jtglobal.com. The aim was to combine all Plan Builders into a single, improved interface. This new interface would include all services, Mobile, Broadband and Landline and would allow customers to combine them into a single Bundle. The final product required to be built with minimum coding and no developer’s assistance.
My role
For this project, I was the Product Designer, in charge of designing the whole UX experience. I also had to liaise with all stakeholders including the commercial and marketing teams.
I designed the wireframes, the final high-res prototypes and developed the final web interface using WordPress and custom HTML and CSS
2. Research
Current process analysis
As part of our research we first tested the current interface with a group of volunteers within different JT teams. Each participant was tasked to build and order a plan using the interface on different devices (iOS mobile, Android mobile, tablet, laptop and desktop computers). The whole process was scored on usability and design.
Simultaneously, we compiled and analysed data from Google Analytics and other platforms to assess the performance of the current interface.
Finally, we requested feedback from the CX team in regards to the final stage of the process in which they receive the orders and engage with customers.
Current process findings
The interface requires too much scrolling on mobile devices
Summary box is very text heavy
The order summary on the final form could display better, not easy to distinguish each item and how much it costs.
Having all product/item boxes in the same colour makes the interface appear very flat and boring.
With the exception of the Landline interface, all pages have a very healthy number of visitors.
A high percentage of users abandon the process even before triggering the final form.
The ‘help’ links at the bottom of the page (Live chat, call us, save PDF) are rarely used.
The retail/sales team wastes too much time having to read trough the email with the order to then having to forward it to the relevant team.
The email containing the order can be better formatted, at the moment it only displays as a block of text.
Customer feedback
A GetFeedback survey was available for customers to rate their experience using JT’s calculators. With the help of the CX team, we anlalysed the responses from the last 12 months.
Current process findings
Customers rated their experience with an average score of 3.5 (out of 10)
Most customers complained about technical difficulties when using the interface (eg not loading properly, slow speeds, etc).
The interface elements that customers pointed out to be problematic included the fixed order summary section and the final step displaying the selected items.
3. Users
Audience
Channel Islands residents (Jersey, Guernsey, Alderney and Sark), all genders, age range 17-70 years old, currently subscribed to a JT post-paid service or looking to subscribe to one.
Personas
Name: John
Age: 40 years
Location: St Hellier, Jersey
Occupation: Marketing manager
John is a current JT customer looking to get a new mobile plan for his daughter. This will be his daughter’s first mobile, she already has a device in John’s old iPhone so she only needs a plan.
John is not familar with JT’s current offers so he goes to the JT website to look for information.
- Find information on JT’s current mobile plans
- Get a new mobile plan without the need to visit the physical store
- Add the new plan to his JT account so he can have full control over it
Name: Imogen
Age: 30 years
Location: St Peter Port, Guernsey
Occupation: Social Media Manager
Imogen has recently received a letter confirming that her house in Guernsey will shortly be upgraded to Fibre connection. Imogen hasn’t been able to work from home because of her internet connection being so unreliable. As a very welcome change, Imogen decides to shop for the best plan across the different providers, instead of simply continuing with her existing one. She will need a proper quote and more information about the service before committing to a long term contract.
- Confirm that her address will soon be connected to Fibre
- Find information on JT’s current Fibre plans
- Receive a quote and confirm turnaround and other details without commitment
- Get the best connection possible
Name: Kurt
Age: 65 years
Location: Plemont, Jersey
Occupation: Retired
Kurt is native to Jersey but has been living in France for work for the past 10 years. He recently retired and is moving back to Jersey. Kurt was an existing JT customer but had to disconnect his services when he moved abroad. He had a good experience with JT so he doesn’t feel the need to shop around, he just needs to get all of his services connected fast and without having to go a physical location.
- Set up a mobile, broadband and landline service under one account
- Organise his services and connections remotely
- Have the option to communicate with a real person if needed
User Flow
4. Wireframes
Wireframes and low-fidelity prototypes
I designed a total of 4 different iterations of the flow in wireframe form. Each iteration was tested and revised first by the marketing and product teams followed by the retail team.
Insights
“The contract length options need to go first to allow us to tailor offers and promotions based on the user selections.”
“We need to include the Business/Enterprise products.”
“The Guernsey Fibre option needs to have mandatory address fields.”
5. Design & Development
High-fidelity designs
I liaised with the marketing team to produce the high-fidelity designs via JT’s creative agency. Based on my wireframes and initial design concepts, they delivered a template for me to build the final web pages.
Development
I successfully built the whole journey within jtglobal.com, using only HTML, CSS and off-the-shelf WordPress plugins with minimum input from the tech team. The interface consists of several smart forms that allow users to build and order their desired product from a wide range of options.
6. Delivery
Solution
The new interface went live at the end of August, replacing all previous pages displaying individual services.
