AT&T Switcher Flow

PROJECT SUMMARY

Problem.

FUNCTION: In order for a DIRECTV customer to actually switch wireless carriers, he must speak to a rep. We also know most users will expect to complete a process online when they've started online. How might we mitigate abandonment by creating an efficient way for a customer to speak to a call center rep?

DESIGN: The current design does not meet color contrast (accessibility) requirements and the content hierarchy needs improvement.

Strategy.

To add functionality to the Switcher Flow so the user can schedule a time for the rep to call him instead of waiting on hold indefinitely.

Mobile first. This flow contains a lot of content and I need to ensure it's easily understood. If we master the hierarchy on the smaller screen, we can easily apply the design to larger viewports.

Solution.

I wanted to maintain the existing structure of the flow. The original flow was completed on one (scrolling) page. Being thoughtful of cognitive load, I applied the chunking principle and progressive-reveal to break up the content.  Once the user has provided his information, we'll collect his contact info and let him schedule a call back from as soon as 15 minutes, to 48 hours.

See the prototype  

As a courtesy I also presented the product team with a list of the aesthetic issues with the original design, which they did not realize. The design was updated as a result.

See the project solution recommendation 

User Test RESULTS

10 of 10 participants completed the flow quickly and easily—“incredibly easy".

8 of 10 participants wanted earlier notification that switching requires a callback.

9 of 10 participants understood the benefit enough to move forward, most expecting more details before deciding.

10 of 10 participants liked the overall design—“Very appealing” & “Easy to follow and easy on the eyes”.

8 of 10 participants preferred the two page split over a single page flow.

9 of 10 participants quickly and easily used the grid, all liked it—“clear and easy” & “easy and convenient”.

8 of 10 participants preferred the grid over the list.