Three is the cheapest provider in the UK, and they wanted to promote that fact, by elevating user engagement. I was tasked to provide a fresh design concept on PAYG price comparison page. This page contained static tabular information and needed to be re-designed into an interactive user experience, helping the user to decide which provider to choose for their needs.
I worked with an Agile team of six people and a scrum master, so I began with a project kick-off meeting, to create a project canvas, define the project brief, the roles and responsibilities of each team member. I then looked at past work on company personas and their needs to base my design work.
Creating tabular data for mobile technologies was not an easy task. I looked to see other work in the industry through a desktop research on comparison tables for mobile. Following that, I developed a comparative analysis and shared the findings back to the agile team for feedback and discussion.
I designed and facilitated a Participatory Design Workshop inviting my team and the project stakeholders, to present my findings and sketch the concept and its components together. I split the team into two groups, and following a rapid prototyping session, they outlined and advocated their concepts. I helped the teams to vote for the most common components and most feasible to make; then we sketched an iteration with each team into one coherent prototype.
Two design concepts were created using Axure. These included interactive sliders dynamically changing the table values and recalculating the amount from pence to pounds, to illustrate the evolution of values. The next step was to conduct an A/B user testing, to validate the teams’ assumptions.
I arranged a pilot testing to test timings with six face to face interviews, which were video recorded. I moderated the session using a different member of the team as a notetaker following a debrief session with them to exchange observations and notes. That allowed them to understand the value of UX Design. Following that, I gathered the information, transcribed and analysed the findings in a thematic analysis, in a bottom-up data approach. Like this, I informed the prototypes.
Due to the proximity of preferences, I recommended that the previous page in IA, the store page, should provide two calls to actions (CTA’s), to aid the users’ decision-making process. The users found the slider changing values more intuitive, interactive and engaging than the static table formerly displayed.
- Project Canvas
- Personas update
- Participatory design workshop
- Design Thinking for mobile first
- Axure wireframe design
- User testing plan and documentation
- Corridor testing A/B prototypes
- Data Gathering and Analysis.
Results & Deliverables
Unlike the stakeholder’s team’s assumption, the user testing results revealed that 60% of users preferred page B “How much do I get for my £20?” over 40% of users who preferred page A, “how many minutes, text, data do I want?”. This project resulted in taking a new approach when designing tabular data interactions for mobile design.