Automated Buyflow
A case study on launching an automated buy flow for the AT&T wireless business customer
ROLE: UX / UI DESIGN, UX RESEARCH, STRATEGY | COMPLETED: JULY 2022
This work was completed while working as a consultant for CGI. This work is confidential and not to be shared outside of interviewing purposes.
Project Overview
As the Design Lead on a cross-functional team for a Fortune 500 telecom company, I was responsible for conceptualizing, iterating, and producing a fully responsive and accessible automated buy-flow. The project was executed following the SAFe AGILE framework. The project aimed to increase the company's online sales by creating an intuitive and user-friendly buy-flow that was easy to use, accessible, and automated. I worked closely with the client’s CX research team to formulate testing environments, analyze results, and use the data to drive design iterations.
Challenges
The primary challenge was to create a fully responsive and accessible buy-flow that worked seamlessly across different devices and platforms. The buy-flow also had to be automated to reduce the customer's time and effort required to complete a purchase. Additionally, the design had to be consistent with the AT&T's business branding and existing design system.
Approach
To address these challenges, we followed a user-centered design approach. We then held a 3-day stakeholder workshop to define the problem statement and user journey. Then we consulted the CX team to conduct in-depth user research to understand the needs, motivations, and pain points of the target audience. Based on the insights gathered from the research, we created personas to represent the different user groups and their needs. We then developed a user journey map to identify the key touchpoints and pain points in the current buying process.
User flow that was created in the discovery phase with stakeholders.
User journeys based on persona.
We then created wireframes and prototypes to test the initial concepts and gather feedback from users. We worked closely with the client's CX research team to formulate testing environments, analyze results, and use the data to drive design iterations. We used the insights gathered from the research and testing to refine the designs and create a fully responsive and accessible buy-flow that worked seamlessly across different devices and platforms.
Prototype example created in XD
PW: Buyfl0w!
We also worked closely with the development team to ensure a smooth handoff of files and to ensure that the design was implemented correctly. We conducted regular design reviews and provided feedback to the development team to ensure that the final product met our design specifications.
Results
As a result of our efforts, the client successfully launched the buy-flow in 6 months. The new buy-flow saw a significant increase in online sales and customer satisfaction. The design was well-received by customers and was praised for its ease of use and accessibility. The buy-flow also received positive feedback from the client's internal stakeholders, who appreciated the smooth handoff of files and the close collaboration between the design and development teams.
Conclusion
My experience as a Design Lead on this project was a challenging yet rewarding experience. By following a user-centered design approach and collaborating closely with the client's CX research team and the development team, we were able to create a fully responsive and accessible automated buy-flow that met the client's objectives and exceeded customer expectations. This project serves as a great example of the importance of collaboration, iteration, and data-driven decision-making in UX design.