Price Rise
UX Design - BT
Periodically, BT Consumer raises the prices of its broadband plans, for customers under contract. Our UX Team was engaged to determine the best outcome and designs, to reduce customer churn and complaints
After intensive research, we proposed subtle changes to the design and layout of the Price Rise communications.
The outcome of this work was a huge increase in customer sales during this period.
Sales were originally forecast to be 13% of targeted customers, but instead rose to above 35%.
The process and methodology was as follows:
After a round of desk research, we undertook 4 days of lab-based user testing, testing both mobile and desktop responsive journeys.
The goals of the research were:
The flow for the 4 days of testing
Examples of pages in the prototype journey
The results of the testing emphasised that users needed more information to be comfortable in finalising their purchase. Although some of this information was contentious, the research convinced stakeholders to make these changes, leading to the huge improvements in results.
A testing participant warming up
Example of a successful design