Duration
March 2023 - July 2023
Domain
Telecommunications
My role
UX designer (+ 6 team members)
About
About
ACT Fibernet is a prominent broadband service provider that offers high-speed internet connectivity across various regions. To provide its customers with a seamless digital experience, ACT Fibernet decided to develop a mobile application, the ACT app. This case study focuses on how ACT Fibernet successfully enhanced user engagement on its app through various strategic initiatives.
ACT Fibernet is a prominent broadband service provider that offers high-speed internet connectivity across various regions. To provide its customers with a seamless digital experience, ACT Fibernet decided to develop a mobile application, the ACT app. This case study focuses on how ACT Fibernet successfully enhanced user engagement on its app through various strategic initiatives.
Goals for the revamp
Goals for the revamp
Embarking on the epic adventure of the grand revamp, our mission is to sprinkle some magical pizzazz with a generous dose of awesomeness across the board!
Embarking on the epic adventure of the grand revamp, our mission is to sprinkle some magical pizzazz with a generous dose of awesomeness across the board!
Improve user engagement by leveraging cross-selling techniques, promoting new products, and offering value-added services to enhance the overall user experience and increase user engagement time.
Improve user engagement by leveraging cross-selling techniques, promoting new products, and offering value-added services to enhance the overall user experience and increase user engagement time.
Enable discoverability of individual features like Wi-Fi analyzer, camera products, and expanded services beyond broadband, educating users about app expectations regarding Wi-Fi, routers, more products and services.
Enable discoverability of individual features like Wi-Fi analyzer, camera products, and expanded services beyond broadband, educating users about app expectations regarding Wi-Fi, routers, more products and services.
Gain insights into customer expectations by assessing users' existing mental models in order to deliver valuable experiences that meet their needs and preferences.
Gain insights into customer expectations by assessing users' existing mental models in order to deliver valuable experiences that meet their needs and preferences.
Ensure the app is modular and flexible to accommodate seamless scaling and integration of upcoming features.
Ensure the app is modular and flexible to accommodate seamless scaling and integration of upcoming features.
Presenting the ACT brand in a way that aligns with the users' cultural backgrounds, language preferences, and accustomed visual styles to create a more relatable and engaging experience, taking into account various stakeholders.
Presenting the ACT brand in a way that aligns with the users' cultural backgrounds, language preferences, and accustomed visual styles to create a more relatable and engaging experience, taking into account various stakeholders.
Optimize most used transactions for minimal effort and easy recall, while enabling feature discovery, saving user time, and promoting exploration of other app features.
Optimize most used transactions for minimal effort and easy recall, while enabling feature discovery, saving user time, and promoting exploration of other app features.
How did we go about it?
How did we go about it?
User research insights
User research insights
Confusion, concerns and a lack of guidance/assistance make for a cold start to the user’s onboarding experience.
Confusion, concerns and a lack of guidance/assistance make for a cold start to the user’s onboarding experience.
There is a lack of options for users which reduces their flexibility and agility to deploy methods that they think will get them to resolve their issues at the earliest.
There is a lack of options for users which reduces their flexibility and agility to deploy methods that they think will get them to resolve their issues at the earliest.
The intuitiveness of the payment flow is a hit or a miss. The lack of trust, transparency and feedback make users resort to other methods for making payments.
The intuitiveness of the payment flow is a hit or a miss. The lack of trust, transparency and feedback make users resort to other methods for making payments.
The ambiguity around claims for CRP, concerns around data privacy and benefits not justifying for the effort, users conveniently rely on Word of mouth.
The ambiguity around claims for CRP, concerns around data privacy and benefits not justifying for the effort, users conveniently rely on Word of mouth.
Getting to know enough and more about the VAS gives the user a sense of control that makes them feel confident about their decision.
Getting to know enough and more about the VAS gives the user a sense of control that makes them feel confident about their decision.
Experiences shared by the users
Experiences shared by the users
“I was expecting to see a homepage that could be something to get started or tell me what's available on the platform”
- Prospect flow
“I was expecting to see a homepage that could be something to get started or tell me what's available on the platform”
- Prospect flow
“If I choose the one month plan, it doesn’t say anything about the set up cost, I am unaware of how the set up would happen. What would be the cost for that?.....with Airtel I had received a free router and free installation, not sure why there is a router as an offer? Will they charge me for the router if I choose the netflix plan?”
- Payment and billing
“If I choose the one month plan, it doesn’t say anything about the set up cost, I am unaware of how the set up would happen. What would be the cost for that?.....with Airtel I had received a free router and free installation, not sure why there is a router as an offer? Will they charge me for the router if I choose the netflix plan?”
- Payment and billing
“I was easily able to locate the support feature but there’s only one way to resolve my issue, what do I do if my issue does not match with the options I have here? I’ll have to reach out to the cx support separately”
- Support and chat
“I was easily able to locate the support feature but there’s only one way to resolve my issue, what do I do if my issue does not match with the options I have here? I’ll have to reach out to the cx support separately”
- Support and chat
Behind the curtain
Behind the curtain
With a comprehensive analysis of data, we have conducted extensive research, developed feature prioritisation, created user journey maps, and established user personas.
With a comprehensive analysis of data, we have conducted extensive research, developed feature prioritisation, created user journey maps, and established user personas.
Our Design recommendations
Our Design recommendations
We recommended moving ahead with a design direction that is both reflective of the values espoused by ACT, and in tune with the aspirations of its target audience. ACT can succeed by making the engagement with users more relevant as well as interactive.
We recommended moving ahead with a design direction that is both reflective of the values espoused by ACT, and in tune with the aspirations of its target audience. ACT can succeed by making the engagement with users more relevant as well as interactive.
Personalisation
Personalisation
Personalisation can be provided by including user specific content, that is adapted according to user behaviour and environment.
Including aspects such as ‘Rewards for You’ and ‘You might also like’. This encourages the user to keeping engaging with the app to receive more of such recommendations.
Personalisation can be provided by including user specific content, that is adapted according to user behaviour and environment.
Including aspects such as ‘Rewards for You’ and ‘You might also like’. This encourages the user to keeping engaging with the app to receive more of such recommendations.
Build User Trust
Build User Trust
Building user trust is an important aspect for user retention. By helping the user believe in the security and privacy as well as the services being provided to them, helps in making them loyal customers.
Aspects such as secure log in (like finger/face scan) and effective customer support will build on the user’s trust.
Building user trust is an important aspect for user retention. By helping the user believe in the security and privacy as well as the services being provided to them, helps in making them loyal customers.
Aspects such as secure log in (like finger/face scan) and effective customer support will build on the user’s trust.
User Control & Freedom
User Control & Freedom
Providing user with control and freedom leads to user satisfaction, especially by providing features like service management and device management, in terms of giving the user the freedom to add, remove or change their services directly and seamlessly along with the ability to manage device connections.
Providing user with control and freedom leads to user satisfaction, especially by providing features like service management and device management, in terms of giving the user the freedom to add, remove or change their services directly and seamlessly along with the ability to manage device connections.
Interaction & Incentivization
Interaction & Incentivization
Aspects of interaction and incentivization will lead to a build up on user engagement.
Features like gamification, point and rewards system for loyal customers, and providing users with relevant offers and benefits, will increase user interaction and engagement within the app.
Aspects of interaction and incentivization will lead to a build up on user engagement.
Features like gamification, point and rewards system for loyal customers, and providing users with relevant offers and benefits, will increase user interaction and engagement within the app.
Stakeholder’s feedback
Stakeholder’s feedback
Due to the readiness of the backend system, the design process is supposed to be built upon it. However, due to time constraints, backend data limitations, and specific API considerations, we will have to prioritize and remove certain features, such as gamification, integrated wallets, games, loyalty point-based features, and more, in order to align with the available resources and deliver within the given timeframe.
Due to the readiness of the backend system, the design process is supposed to be built upon it. However, due to time constraints, backend data limitations, and specific API considerations, we will have to prioritize and remove certain features, such as gamification, integrated wallets, games, loyalty point-based features, and more, in order to align with the available resources and deliver within the given timeframe.
Structuring the information
Structuring the information
Developing the IA provided a systematic framework to organise and categorise content, creating a clear and intuitive structure for user navigation. It also facilitated collaboration among stakeholder, ensuring a shared understanding of the information structure and its purpose.
Developing the IA provided a systematic framework to organise and categorise content, creating a clear and intuitive structure for user navigation. It also facilitated collaboration among stakeholder, ensuring a shared understanding of the information structure and its purpose.
Information Architecture V. 1.0
Information Architecture V. 1.0
Information Architecture V. 2.0
Information Architecture V. 2.0
Explore section added to the bottom navigation.
Explore section added to the bottom navigation.
During the wireframing process, we made IA-level edits such as enhancing the discoverability of the "Explore" feature. This change was driven by the need to align the marketing strategy with the revamp, as the goal was to provide users with more interactive and diverse perspectives, beyond just the Internet Service Provider (ISP) aspect.
Overall, starting with the design phase allows us to present a more comprehensive and coherent rationale for our design choices, making it easier for stakeholders to understand and support the proposed changes.
During the wireframing process, we made IA-level edits such as enhancing the discoverability of the "Explore" feature. This change was driven by the need to align the marketing strategy with the revamp, as the goal was to provide users with more interactive and diverse perspectives, beyond just the Internet Service Provider (ISP) aspect.
Overall, starting with the design phase allows us to present a more comprehensive and coherent rationale for our design choices, making it easier for stakeholders to understand and support the proposed changes.
Let’s get started with the screens!
Let’s get started with
the screens!
Now, let's delve into the visuals and explore the rationale behind our design choices, backed by the insights we have gathered.
Now, let's delve into the visuals and explore the rationale behind our design choices, backed by the insights we have gathered.
Wireframes
Wireframes
We've streamlined the sign-up process, eliminating the hassle of lengthy OTP verification. Our personalized onboarding ensures users feel valued from the start. Extended trivia engagement enhances retention, while showcasing ACT's advantages builds anticipation for users to explore and benefit from our platform.
We've streamlined the sign-up process, eliminating the hassle of lengthy OTP verification. Our personalized onboarding ensures users feel valued from the start. Extended trivia engagement enhances retention, while showcasing ACT's advantages builds anticipation for users to explore and benefit from our platform.
Plans listing
We prioritized personalized onboarding, enhanced retention through trivia engagement, and showcased ACT's advantages.
Plan details and duration
Selection of the plan details and the tenure based on the value and added benefits ACT is providing to the users
Homepage
Our homepage engages users with interactive challenges, showcasing ACT's advantages and encouraging exploration.
Hamburger menu
We designed the hamburger menu to have a modular and flexible structure.
Account management
The account management feature aimed to provide an intuitive and seamless experience for users to switch between accounts.
Help & support
We focused on self-help features to enhance user and ACT team efficiency while reducing ticket generation.
To enhance user engagement and promote ACT's new products and value-added services, we incorporated various elements like sections on games, popular products and upcoming offline events.
To enhance user engagement and promote ACT's new products and value-added services, we incorporated various elements like sections on games, popular products and upcoming offline events.
We aimed to increase discoverability of ACT's features and services while educating users on why ACT is their best choice, using sections like quick links, popular products, videos, and blogs.
We aimed to increase discoverability of ACT's features and services while educating users on why ACT is their best choice, using sections like quick links, popular products, videos, and blogs.
The modules were thoughtfully designed to ensure scalability and flexibility, allowing seamless integration of future additions and features into the app.
The modules were thoughtfully designed to ensure scalability and flexibility, allowing seamless integration of future additions and features into the app.
ACT's brand identity was incorporated into the application through user testimonials, promoting it as a user focused and reliable application.
ACT's brand identity was incorporated into the application through user testimonials, promoting it as a user focused and reliable application.
Explore
The explore section worked towards promoting ACT’s offerings and services with a posts and stories model.
Shop - Product details
We created a separate shop feature within the app for cross-selling various of ACT’s products and services.
Rewards and offers
Rewards section included aspects like scratch cards to increase interactivity and engagement.
Refer and earn
The refer and earn section focused on promoting customer referrals and increase ACT’s user base.
The primary focus of modules was to ensure minimal user effort and easy recall. This was particularly important for actions such as managing plans and add-ons, as well as making and tracking bill payments.
The primary focus of modules was to ensure minimal user effort and easy recall. This was particularly important for actions such as managing plans and add-ons, as well as making and tracking bill payments.
We introduced recommendations that directly caters to the user's needs and preferences. In addition, the cards were designed to highlight the extra benefits and bundles offered by ACT. This strategy aimed to promote and cross-sell products and various other offerings provided by ACT.
We introduced recommendations that directly caters to the user's needs and preferences. In addition, the cards were designed to highlight the extra benefits and bundles offered by ACT. This strategy aimed to promote and cross-sell products and various other offerings provided by ACT.
Plans listing
We prioritized personalized onboarding, enhanced retention through trivia engagement, and showcased ACT's advantages.
Plan details and duration
Selection of the plan details and the tenure based on the value and added benefits ACT is providing to the users
Homepage
Our homepage engages users with interactive challenges, showcasing ACT's advantages and encouraging exploration.
Hamburger menu
We designed the hamburger menu to have a modular and flexible structure.
Account management
The account management feature aimed to provide an intuitive and seamless experience for users to switch between accounts.
Help & support
We focused on self-help features to enhance user and ACT team efficiency while reducing ticket generation.
Shop - Product details
We created a separate shop feature within the app for cross-selling various of ACT’s products and services.
Explore
The explore section worked towards promoting ACT’s offerings and services with a posts and stories model.
Rewards and offers
Rewards section included aspects like scratch cards to increase interactivity and engagement.
Refer and earn
The refer and earn section focused on promoting customer referrals and increase ACT’s user base.
Iterations we have worked upon
Iterations we have worked upon
Plan cards
Plan cards
Iteration 01
Needed to make the decision taking process more informative.
Iteration 02
The card needs to be interactive and user engaging.
Iteration 03
There was no image data from the back end so image had to be removed.
Iteration 04
The card became more interactive and informative with structured details.
Homepage- Service cards
Homepage- Service cards
Iteration 01
The card was taking up a lot of space in the first fold, had to work towards reducing it.
Iteration 02
The card required more user engagement.
Iteration 03
The card worked towards nudging the user to upgrade their plan as well as giving them a brief overview of their plan.
Account management cards
Account management cards
Iteration 01
Kept it simple and easily accessible for the users
Iteration 02
1 click switching option for multiple accounts for the users
Iteration 03
Not to utilise the entire page for the account so kept bottom sheet
Also client preference.
Iteration 04
Made the touch point simple and accessible made it look clean and intuitive.
At each stage of wireframes, we validated our designs with the dev team to ensure that all the designs are catering to the existing database and the APIs as well. There were multiple decisions taken and iterations produced to validate those as well.
At each stage of wireframes, we validated our designs with the dev team to ensure that all the designs are catering to the existing database and the APIs as well. There were multiple decisions taken and iterations produced to validate those as well.
Learnings and next steps...
Learnings and next steps...
Extensive collaboration took place with the development team to grasp the API-level modifications and backend system. The flows and modules relied heavily on constant interdependence with the dev team. Cross-functional collaboration was crucial and a significant learning experience.
Extensive collaboration took place with the development team to grasp the API-level modifications and backend system. The flows and modules relied heavily on constant interdependence with the dev team. Cross-functional collaboration was crucial and a significant learning experience.
We took into account the system, online and offline experiences for users, considering the domain of an Internet service provider. This approach allowed us to understand various aspects of marketing and service provision to users, encompassing their entire user experience.
We took into account the system, online and offline experiences for users, considering the domain of an Internet service provider. This approach allowed us to understand various aspects of marketing and service provision to users, encompassing their entire user experience.
Through collaboration with the client, we gained insight into their business revenue model. This understanding guided us in making specific adjustments to service plans and overall business perspectives.
Through collaboration with the client, we gained insight into their business revenue model. This understanding guided us in making specific adjustments to service plans and overall business perspectives.
To prioritize active user retention and align with business goals, the platform focused on incorporating user engagement and interaction. This involved offering compelling features, personalized recommendations, fostering social interaction, and continuously optimizing the platform based on user insights. By creating an immersive and interactive experience, the platform aimed to retain existing users and attract new ones.
To prioritize active user retention and align with business goals, the platform focused on incorporating user engagement and interaction. This involved offering compelling features, personalized recommendations, fostering social interaction, and continuously optimizing the platform based on user insights. By creating an immersive and interactive experience, the platform aimed to retain existing users and attract new ones.
NEXT STEPS: Phase 2 will primarily concentrate on enhancing the gamification aspect and increasing interactivity in the app by introducing new features and services offered by ACT. Additionally, we have developed designs for the upcoming phase, where the ACT team will focus on optimizing and updating their backend system to align with the new phase.
NEXT STEPS: Phase 2 will primarily concentrate on enhancing the gamification aspect and increasing interactivity in the app by introducing new features and services offered by ACT. Additionally, we have developed designs for the upcoming phase, where the ACT team will focus on optimizing and updating their backend system to align with the new phase.
Client Testimonial
Client Testimonial
A special thanks to the members for their support: Thank you to the UX team for understanding our business intricately, ensuring perfection in every detail, and crafting a UX that not only enhances user experience but also aligns with business objectives.
A special thanks to the members for their support: Thank you to the UX team for understanding our business intricately, ensuring perfection in every detail, and crafting a UX that not only enhances user experience but also aligns with business objectives.
Positive user feedback!
Positive user feedback!
New UI and usage data is much more better in the latest update. Great 👍🏼
The new app is good & compatible for use!
The new app UI is just awesome, and app is opening very fast now.
Absolutely in love with the new update! ❤️ Killing it.
The new payment experience is so smooth!
The new app is good & compatible for use!
New UI and usage data is much more better in the latest update. Great 👍🏼
The revamped ACT customer app is now live!
The revamped ACT customer app is now live!
You can now explore the new ACT app from app store and play store. So proud of our achievement!
You can now explore the new ACT app from app store and play store. So proud of our achievement! 🤗
🤗
Explore the App
*NOTE: A detailed walkthrough of the project will be available upon call. Please feel free to reach out through mail or connect through LinkedIn regarding the same!
*NOTE: A detailed walkthrough of the project will be available upon call. Please feel free to reach out through mail or connect through LinkedIn regarding the same!
Made with ✨ & 💜
Made with ✨ & 💜
Made with ✨ & 💜