EE eCommerce optimisation

EE eCommerce optimisation

Goal: A new journey to cater for people with a monthly budget in mind.


1. Problem

“I want to spend around £35 a month – what’s the best deal I can get?”

A consistent theme in recent user research we’d conducted was that the Shop journey on for budget-led customers isn’t the easiest.

However the fundamental basis of the proposition was for users to select a device first. So to audition a price-led journey would need to operate within that constraint.

We also knew that the starting motivation for any purchase journey wasn’t a pure and exclusive decision making factor, in that all purchase decisions became a compromise of cost versus reward. So we needed to design for people to ‘change lanes’ between being budget-led and device-led.

2. Approach

We knew that the results we presented to users would have to be a bundle of a device and specific plan. The proposition couldn’t allow for a plan first choice, as the device had an impact on the monthly cost.

I created some wireframe prototypes for both mobile and desktop which we put through eye-tracking lab testing.

user-testing-price-ledUser testing
invisionInVision prototype

Once we had enough confidence that the layout, UI and wording was working, we committed to building the new functionality required for the page.

Further optimisation of the page would follow via A/B and MVT testing.

3. Solution

The two key elements of the page were a budget selector and the presentation of the deals within that budget.

The budget selector operated like a high-level filter and users were very comfortable with it.

iPhone-price-ledBudget selector

The more significant design challenge was to display the bundled deal in a digestible format. We knew our current presentation of plans wasn’t effective as people were oblivious to the carousel mechanism, so I was working on new card designs and a grid layout as part of the wider optimisation piece.

ExtraDevice & plan card

Using those designs as basis, and through various iterative steps, we arrived at a design where users were able to compare the deals, change lanes and garner any additional information they needed to commit to a purchase.