UX-UI & CRO

A new landing

to conquer

them all

Orange

Telco field

2021

UX-UI design

DATA & CRO

CRO

2 months

Starting Point

Our hypothesis was that by simplifying the complexity of the combined product offering, thinking "out of the box" and making it easier for the user to choose, we would improve conversion.

REDESIGN PROCESS

Fee listing

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1

We understood

In a previous kickoff, we identified all the stakeholders who took part in the process and whose vision was important for the project: marketing, business, technology, design profiles and so on.
We interviewed all of them to gather their vision, their needs and the things they thought were necessary.
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2

We came up with the idea

With the concepts gathered in the interviews we prepared a co-creation session with the stakeholders to define functionalities and priorities.
We worked on 3 different approaches to the solution sought: a more continuist one, a disruptive one, and an intermediate one.
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3

Tangibilization

We worked on the UI of the 3 listing models proposed, always prioritizing the project needs and values.
We try to eliminate unnecessary elements, focus on a well-defined hierarchy, and prioritize branding.
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4

Validation

The 3 solutions were tested with real users. The test format combined tasks on the prototype with an interview. After everything was observed and collected, we designed the final proposal. It was 90% based on one solution, but took into account the successes of the other two versions.

SOLUTION.

The user selects the content that interests him/her and the page reorders the content offering the relevant content, while still showing the rest of the offer. An out-of-the-ordinary, usable solution, focused on both user and business needs.

Self-segmentation

The user sees what he/she wants prioritized, while still having the rest of the prices displayed.
Cleanliness

Unnecessary elements have been removed, reducing the user's cognitive load. They can focus on what is important.
Transparency

All the information the user needs to know is displayed. The icon system allows for a quick and accurate comparison of each table's content.

The change in the distribution of elements was very positive for the CTR to concentrate on the offer with the highest average ticket.

Revenues from Love products have grown by 194.46% from July 2021 to August 2021 and products such as Original, Tota,l and Extra have experienced significant increases after changing the Landing Page.

Results

The Original, Total, and Extra products have significantly increased with the new landing page.