Telecommunications
Case Study: UX Overhaul for EE Pay-as-You-Go Website
EE
Client Overview
EE is one of the UK's largest telecommunications providers, delivering mobile and broadband services with a focus on cutting-edge technology and customer satisfaction.
View full client details
Customer Base
Serves over 30 million customers in the UK.
Global Reach
Operates across the UK with a significant presence in mobile and broadband services, but does not have a global presence.
Employees
Employs over 15,000 people across the UK.
Revenue
Generated £11 billion in revenue in 2023.
Profit Before Tax
Reported a net income of £2 billion in 2023.
Products & Solutions
Offers mobile, broadband, TV, and business services, including 5G connectivity, broadband bundles, and business solutions.
Market Presence
One of the largest mobile networks in the UK, with over 27 million mobile customers.
Technology
Leverages advanced technologies such as 5G, AI, and cloud-based solutions to enhance mobile and broadband services.
Industry Recognition
Recognised as the UK's top mobile network provider, with a high customer satisfaction rating and consistent leadership in mobile technology.
The Challenge
The Pay as You Go website was receiving a high volume of complaints about its poor usability. Customers were struggling to navigate the website, resulting in a frustrating experience. The challenge was to improve the user interface and user experience to make it more intuitive and customer-friendly.
Previous Approach
Before the redesign, the Pay as You Go website had numerous issues with navigation and user flows. The business team had tried to address the problem internally but had not been able to resolve the usability concerns, which led to customer dissatisfaction.
Impact of the Challenge
The Solution
As an Information Architect, I was tasked with auditing the existing website and reviewing customer complaints. I worked closely with the business team to create a new user experience strategy. The solution involved:
- Designing a new Information Architecture that streamlined user flows and improved navigation.
- Redesigning the user interface to enhance usability and create an intuitive, easy-to-navigate experience for customers.
- Ensuring the website met functional business requirements and implemented high-fidelity UI designs.
Key Deliverables
UX & UI Deliverables
- Desktop, Tablet, & Mobile UX
- Business Requirements & Logic
- Information Architecture
- End-to-End Wireframe Design
- GUI & Design System
- High-Fidelity GUI Designs
- End-to-End UX Solution Journeys
- End-to-End Prototypes & UI Designs
Development Contributions
- UX Experience Design & UCD
- Research
- Product Design Leadership
- Team Collaboration & Leadership
- UI Interface Design & Architecture
- Usability & Accessibility Enhancements
- Interaction Design Implementation
The Results & Impact
- The redesigned Pay as You Go website received positive feedback from users, leading to higher customer satisfaction and retention.
- The intuitive new user interface helped users navigate the site with ease, reducing the number of complaints.
- The website now offers a seamless experience, improving both customer experience and business value.
- The project was delivered on time, ensuring that the business was able to address customer concerns quickly.