Consumer Cellular
Partner with the Heady team in developing and enhancing user interaction, acquisition flows and account management functionality.
Client
Consumer Cellular
Industry
Telecommunications
Service
Research
UX Strategy
App Design
Duration
16 Weeks
Project Overview
Consumer Cellular is a wireless mobile provider that primarily targets senior citizens and offers no-contract cell phone plans. They are known for their affordable plans, straightforward pricing, and customer-friendly service. Their existing digital experience is not user friendly especially considering their customer demographic is that of the 'Golden Age'.
Discovery
Strategy
We learned that frustration from trying to complete simple tasks led to them to just calling customer service for help. We focused our attention on rebuilding the architecture of the app to make tasks and elements more discoverable and removed the amount of steps it took to complete most actions. This new information architecture improved usabilty and better matched users' expectations.
Design
With our age demographic in mind, the principle that led design efforts was making actions obvious and accessible. Decisions like bold ‘urgent alert’ notifications that populated the top of the screen upon opening the app ensures users will not miss any pressing matter that needs their attention. Three main sections were designed on the home overview page so users can easily access the entry points for most major tasks. By making actions visible and including informational components, users are more likely able to achieve a goal without relying on customer service to get it done.
The rollout of the app has to be strategic for both the development and the users. As the different phases go live, there are experiences that are prioritized for measuring and iterating on based on task importance. We know that customers most often frequent their account to check their usage and pay their bills so these two experiences will be put through robust testing, data tracking, and user interviews. The product lifecycle will repeat and the iteration process will follow.
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