CLIENT
UScellular
RESPONSIBILITIES
UX strategy
Visual/UI design
Content/messaging strategy
Visual/UI design
Content/messaging strategy
GOAL
Improve the online experience for customers who want to upgrade their phone.
CHALLENGE
In 2024 one of UScellular's goals was to focus more on current customer upgrades, including frequent aggressive offers and improved campaigning to promote upgrading for eligible customers. On the web, this would require new content and site-wide improvements to better support the influx of online upgraders.
PROCESS
Research
Because this was a major initiative for the company, a lot of preliminary research was available to inform design strategy, including consumer insights research and journey mapping, analytics on current customer journeys on the web, and data on current upgrade transactions. There were a number of pain points across different stages of the customer journey, including the perception that loyal customers received fewer and less generous offers than new customers. There was also a lot of confusion around promo terms and qualifications, what offers were available if any, and uncertainty about whether customers were eligible to upgrade or how to become eligible.
Customer journey
SOLUTION
Upgrade Landing Page
The biggest part of this project was the new landing page dedicated to upgrading. To address customer perceptions that offers may be confusing or have confusing requirements, we promoted several offers with the qualifications clearly presented so customers could more easily find the right deal for them.
In addition to being a dedicated space for any upgrade offers, the page also serves as an educational hub for upgrading, including simple steps on how to upgrade, tips to prepare your old phone, and links to detailed support content.
New Upgrade landing page featuring "US Days" promotional campaign
Home page with "US Days" campaign, My Account navigation and dashboard banner, upgrade support page
Additional Upgrade Content
In addition to the landing page, other updates across the site would enable customers to find the new page and other upgrade-related content. Messaging on the home page and on eligible customers' account dashboards, a new link in the navigation, and a new support page helped drive upgraders to relevant information and offers.
RESULTS
After the first few months of the "US Days" promotional campaign, we saw a number of substantial improvements compared to the initial launch. Some noteworthy results include:
• 87% increase in total homepage clicks compared to the same period last year
• 65% increase in clickthru rate on homepage links to our different lines of business
• 33% increase in click engagement between the first and second phases of the campaign
• 16% increase in device upgrades between the first and second phases of the campaign