Challenge
Improve the usability and conversion rate of current shopping cart experience for mobile and broadband products and services.
Usability testing was conducted of the existing purchase experience to highlight the pain points for the user journey and at what stage customer were abandoning the transactions.
The insights from usability testing were used to inform the new design and conceptualise working prototypes within the limitations of the current platform technology.
Impact
This new shopping cart solution improved conversions rates and also delivered an optimised experience for 5 million Optus customers on mobile, tablet and desktop.
This new shopping cart solution improved conversions rates and also delivered an optimised experience for 5 million Optus customers on mobile, tablet and desktop.
Project workshop - Understanding the customer journeys for new shopping cart solution
Mapping the current customer journey
Initial wireframes for responsive cart
High fidelity prototype & design system
Desktop shopping cart design
Wireframes for customer Identity check flow
Customer Identity check flow Interface design
Responsive cart prototype