SMARTY
Within 3 months had a competitive data
add-on experience for its customers
earning £3.6 million in the first year of
launch and reducing churn by 2%.
Let's walk through how
we got there.
In 2022 SMARTY's growth was slowing.
They wanted to expand their offerings
to remain competitive other than
on price.
Being competitive on just price is
a slippery slope. SMARTY
knew this.
So I worked with senior leadership on a prop
that had the potential to be valuable
to SMARTY customers.
If customers find it valuable, they will use it.
- Empathise -
Talking with stakeholders in the business
a few pain points became obvious
one being data add-ons.
26% of chats
from customers asking about
the details & restrictions of
their add-ons.
56p
per chat cost for
the business.
Churn
Customers were leaving
SMARTY because of
this.
I also looked at customer data and
talked to a few customers.
was also clear that the
purchase
Customer verbatims from interviews and survey responses.
A lot of SMARTY's customers are not
native english speakers and have moved
to the UK.
They use SMARTY because we don't
do contracts or credit checks.
was also clear that the
purchase
High level competitor analysis of telcoms
Also looking at conversion and error rates
it was clear that the purchase
was also clear that the
purchase
journey wasn't great.
Old purchase journey
Lack Of Information
"People are unaware they can’t use their add-ons in the EU because we don't state it."
Slow Account Updates
"Many customers ask if their add-on purchase have gone through as it takes 30 mins to update."
Payment Issues
"Sometimes people cannot complete payments so we have to resolve it over chat."
Old purchase journey
Lack Of Information
"People are unaware they can’t use their add-ons in the EU because we don't state it."
Slow Account Updates
"Many customers ask if their add-on purchase have gone through as it takes 30 mins to update."
Payment Issues
"Sometimes people cannot complete payments so we have to resolve it over chat."
It was costing the business money
it was underserving customers
and it was affecting the brand.
- Define & Ideate -
Myself and the PM held a workshop using
the synthiasised customer data to align
devs, customer support, legal and SLT
to ideate solutions to user painpoints.
Workshop including user data, ideas, HMW's, low level wireframes and concpets.
Effort impact graph on which features to take forward.
User journey map of the whole experience of a new user who converts and purchases an add-on.
After the 2 day workshop we had a defined
problem to solve with a lot of
potential solutions.
Solution 1 · Final Concept
Data Passes
UK, EU, and Global unlimited data passes with Google & Apple Pay integration and fast account updates.
Solution 2 · Final Concept
Data Helper
A series of questions to help people decide which pass suits their needs.
Solution 3 · Final Concept
Transparent Information
Simple, transparent information. Tells the users how they can use their data.
Accompanied by a backend re-architecture
and updated payment methods.
We then thought about how to measure
the success of these solutions.
Using the HEART and OKRs I
defined with stake holders the
main success metrics.
Objective
Increase user retention and engagement in
the mobile app by improving data add-ons.
Key Result 1
75% adoption
of the new feature within 2 months
of launch.
Key Result 2
4.5/5 average rating
on post-feature-launch user
feedback surveys.
Key Result 3
95% task success rate
for users completing the key task
associated with the new feature.
Key Result 4
3% churn reduction
In users choosing to leave SMARTY
because of product experience.
We then launched a survey to gauge
if it resonated with users.
It did. And that was exciting!
- Design & Development -
This gave us the confidence to jump into
design and development iterations
focusing on simple, transparent designs.
App is part of an ecosystem that includes web
Mapping out edge cases for real life use.
Final iteration of the product details
screen. Goal: Refine copy, refine hierarchy, and use psychology and design principles to improve the design.
First iteration of the product details
screen. Goal: to get the right info that people needed on the screen in a simple way.
Second iteration of the product details
screen. Goal: Refine copy, reduce user friction from legal and introduce branding.
- Testing -
We then turned the final design into
a prototype to test and tweak.
We tested the prototype internally with
stakeholder.
The team also reviewed development.
- Launch & Educate -
As we launched the web team updated
the website to include a help centre
to educate prospecting, new
and existing users.
Launched a web help page.
can see which EU countries are covered.
Users can see what prices are like outside EU.
We did a phased release for the new
feature over 5 weeks.
