Device Gridwall
Optimization
Synopsis
Verizon's most visited page for device upgrades had a large percentage of drop-offs. We knew customers wanted to upgrade but wouldn't advance in the flow to complete their upgrade.
I worked with the optimization team to conduct A/B testing to convert customers from the device gridwall to the product detail page (PDP).
Role —
UX/UI Designer
Partners —
Marketing, Product, Dev
Timeline —
3 month
Challenges
Varying stakeholder perspectives
Stakeholders from different departments had varying opinions on the testing plan.
Competitive Research
Gathering flows from our competitors was challenging since you had to be a customer to access upgrade flows.
Designing for different desired user paths
To make a decision, desktop users typically preferred to view plans first, and mobile users preferred to view devices first.
Measuring Success
Decrease in dropoff from the gridwall to the PDP
Our data showed that the likelihood of a customer completing their upgrade significantly increases after landing on the PDP. We needed 5% of page traffic​ to translate to a 6.2% CTR for a possible 5% lift in order upgrades.
Increase conversion in device upgrades
Though we are the industry leader in web shopping traffic, we were lagging behind our competitors by 90% in device upgrades.
Reduce customer
pain points
We knew there may have been additional reasons why customers were not converting, so I worked to uncover any possible friction points that could also be tested and resolved.
Results
How I did it
Scope of work
This initiative focused on identifying friction points, dissolving them, understanding customers needs when upgrading, and designing variations of the gridwall to test with a segmented group of customers.
Research
During this phase, I participated in customer interviews, conducted competitive analysis, and created journey maps to capture the existing upgrade flow. Based on the research results, several areas of concern emerged.
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Action promoters, relevance, and inhibitors: Urgency inducers, confidence boosters, clarity, message matching across channels, personalization, and transparency were all essential items that our competitors had, but we didn't.
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Barriers to entry/attention ratio: We realized there are many distractions and opportunities for customers to deviate from the intended path.
Journey Map
This exercise uncovered additional entry points, the number of steps an upgrade requires compared to our competitors, and possible distractions. Though our tests focused on the device dridwall, understanding the full journey gave me more insight as to where the user is coming from and what possible hurdles they might encounter after leaving the device gridwall and PDP.
(Control)
The current gridwall displayed all devices, but they were in no particular order. Nor were there any action promoters to encourage the customer to move forward with selecting a device.
Test Plan
I conduct A/B/C testing to prove whether design style impacts performance.
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Clear and relevant messaging: Emphasizing the steps' simplicity, completion speed, and getting results fast.
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Focus on the most popular devices: Bringing popular devices to the top of the page would capture the users' attention faster than if they had to scroll down the page to find the device they were looking for.
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Prominently display Verizon offerings: I focused on ways to address anxiety concerns like cost transparency, updated billing, and how fast a customer could get their device.
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Reduce redundancy: There were times within the flow we would ask the customer to provide the same information multiple times or confirm selections pertaining to their device multiple times.
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Action promoters: I leveraged messaging to promote the intended path we'd like the user to take.
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Action inhibitors: I wanted to keep the page simple and remove any distractions, such as promotions, that were unrelated to upgrading.
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Relevance: I found a way to differentiate this gridwall from the new customer gridwall by personalizing the experience.
Designs & Iterations
Each optimization was tested so we could track which changes made an impact. We narrowed it down to the most impactful changes, which were:
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Reordering the page to display popular devices at the top
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Addressing upgrading anxieties or FAQs around upgrading
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Transparency pricing
Test (A)
It uses the same styling as the control but displays:
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The top 4 popular devices at the top, along with a headline, I hoped would entice exploration.
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Immediately addresses concerns about upgrading beneath. It
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Directly beneath the upgrade FAQs are 4 more popular devices, slightly less popular than the 4 at the top but still more popular than the rest of the devices.
Result: This test fell short of our KPIs
Test (B)
It uses bolder styling to help differentiate it from the standard grid wall. Test (B) displays:
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The top 4 popular devices are at the top, along with a headline.
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It addresses immediate concerns.
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Displaying information about the line the user is about to upgrade reiterates the fact that the user is in an upgrade flow.
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I redesigned the device layout at the top, calling out deals, reviews, and a CTA to invoke action.
Result: The CTR from this griwall to the PDP increased by 6.85%
Test (C)
Test (B) did so well, we wanted to test the new redesigned device layout with all popular devices​.
Result: The CTR from this griwall to the PDP increased by 19.6%
Takeaways
The best way to handle the varying opinions of stakeholders was to capture everyone's concerns and come up with a suggestion on how I could address them. The actual plan was to make the data speak for itself. I knew that data would create less chance of differentiating views and more opportunities to gain alignment. In the end, I developed great relationships with these stakeholders and gained their trust.
Team spirit —
