Problem

EE customers were increasingly calling Customer Service about adding a spending cap to their accounts, which would allow them to limit their usage and avoid overspending.

Goal

Reduce customer calls by 60% by adding a spend control.

Solution

I led the content design for the new Spend Cap functionality, introducing the feature and explaining how to use it during checkout and on My EE.

My process

I collaborated with the UX Designer to assess opportunities throughout the customer journey to introduce the new Spend Cap feature. We ensured that the option to add this control to the customer's mobile plan was presented across multiple touchpoints (checkout and my EE).

I used customer feedback provided by Customer Service and analysed competitors who already offered this functionality to help me decide the best way to present the content based on customers' needs and pain points.

From my research, it was necessary to display what was included. Dynamic microcopy was required once the customer selected an amount to explain what this selection meant. When they decided to remove a cap, an on-page notification would explain the impact of this change. To further iterate this, the confirmation buttons highlighted the result of the action.

Results

The number of calls to Customer Service requesting to add a spending cap was reduced dramatically by 40%.