Problem

Sky Mobile was struggling to attract new customers and received a lot of feedback from existing customers who felt misled by the plans offered when they landed on the product pages.

Goal

Increase the number of Sky Mobile customers who take out a Swap Pay Monthly plan by 25%

Solution

Clearly upsell Swap Pay Monthly plans and their benefits on the new Sky Mobile website.

My process

Starting with a discovery to assess the current user journey and conducting user interviews to understand their needs and pain points, I worked alongside the UI and UX Product Designers to identify critical areas to focus on effectively communicating the Swap proposition more clearly. My audit helped me understand what content already existed and what could be optimised. My customer journey map also helped me identify further opportunities to allow the customer to learn more about the proposition to meet their needs.

User interviews were essential to understanding customers' interpretation of Swap, how it's presented to them, and what would make it more understandable. Initial user interviews established that customers didn't understand Swap plans and didn’t click on the tooltip, which resulted in them missing essential information about how the contract worked.

Despite solid recommendations based on user feedback to present Swap on the product page as 'Choose your contract length' or 'Choose your upgrade', my main stakeholders, Marketing, wanted to use Swap to remain consistent with their branding and other communications. Therefore, based on the knowledge that users were missing the tooltip, I presented the solution to display the copy in the tooltip as microcopy under the contract length selection. The majority of users responded well to this solution during usability testing.

The Why Sky Mobile landing page was another opportunity I identified to explain the benefits of Sky Mobile and Swap. Most competitors had a similar page for users to read more about the benefits. This was also a great way to organically drive potential customers to the website.

Using Clicktale, alongside Adobe Analytics data and user interviews, was essential in refining the copy, and A/B tests confirmed whether these iterations worked better than the existing experience.

The tests and user feedback confirmed the best way to talk about Swap to customers; therefore, I produced tone of voice and component guidelines to ensure there’s consistent and effective messaging of Swap going forward.

Results 

Following the launch of the new website, Sky Mobile's turnover of new customers increased by 30%, reaching 2M new customers after a year of the relaunch.