Objective

To introduce and upsell customers to a new type of plan that will allow them to choose from a range of add-on benefits.

Solution

I led the content design to present the benefits of plans on the PDP, checkout and My EE.

My process

I worked with the Product Owner and UX Designer to assess opportunities to inform customers about these new plans. Initial user interviews with non-EE and existing EE customers highlighted the need to explain the cost and range of benefits to customers.

From the interviews, I saw we had the opportunity to educate customers about these benefits through landing pages and modals on the PDP detailing more about each benefit. Throughout the project, the copy was tested through various usability sessions with non-EE and EE customers, looking at how easily they found the information they wanted or needed, how the information was displayed, and iterated based on feedback.