A NEW DIGITAL ESTATE FOR SKY MOBILE

A NEW DIGITAL ESTATE FOR SKY MOBILE

My Role
UX and Service Design

Client 
Sky UK

ABOUT THIS PROJECT

A greenfield project within Sky to create the sales and service online journeys for Sky Mobile. This allowed customers to self serve online where they could purchase a phone, SIM card and manage their account.

OBJECTIVE

To create an end-to end digital estate for Sky’s new mobile network “Sky Mobile." 

TEAM STRUCTURE

We worked within a typical scrum team, consisting of a product owner,  scrum master, business analysts and developers. By working closely with the product owner and business analyst it ensured we took a user-centred design approach while keeping in line with the project's wider businesses expectations and requirements. Working alongside developers within an agile environment meant that we could implement the initial design as well as design improvements into our sprints. This allowed for manageable changes to be worked into the product life cycle in an efficient and time effective manner.

KEY ACHIEVEMENTS

  • Achieved an end-to-end service from scratch from discovery, through to design and delivery.

  • Successfully Integrated into the existing sky.com website creating a seamless experiences.

  • Within the first months of launch Sky mobile online service journeys achieved a 77:23 Digital Split overall against the offline service journeys.
DISCOVER AND DEFINE

COMPETITOR ANALYSIS

 We created mood boards and constructively analysed our competitors to highlight any aspects of their designs that we liked and disliked.

This gave us some useful insights into the digital estates of existing mobile networks. 

After looking at several other mobile networks, it was clear that most had a dashboard as the front of their estate to summarise key information. It also help us to identify that data usage was the most prominent information being displayed. 

moodboard

Moodboard of existing mobile service providers

PERSONAS

Understanding our users goals, needs and interest allowed us to recognise what behaviours and pain points we should expect from our customers. 

Personas of Sky mobile customers

CUSTOMER JOURNEY

We identified the main customer journeys a user would go through by mapping them against the key stages of a typical customer lifecycle for a mobile service. 

download

High level customer journey for Sky Mobile sales & service

INFORMATION ARCHITECTURE

An initial card sorting exercise helped us to generate a taxonomy. This allowed us to design the IA, which showed us how Sky Mobile could be integrated into Sky's existing website (Sky.com)

IASky

Information architecture for Sky mobile sales and service

USER FLOWS

We developed user flows for each user journey, mapping each action and decision point a customers would go through to complete a task. This allowed us to understand all the possible scenarios (happy and unhappy paths) as well as the entry and exit points within each journey. 

Billing and payment

Billing & payments

number porting

Number porting

in-lifesales

In-life sales

Roll

Data reward

handset flow

Handsets

DESIGN

CONCEPT SKETCHES

To start the ideation process, as a team we sketched a number of possible concepts and wireframes on a whiteboard.

This is one of my favourite parts of being a UX designer. Collaboratively engaging in a design task or problem, ideas start to flow, questions are asked from several perspectives, leading to a variety of creative solution.

hub+sketch-min

Mobile service dashboard concept sketch

in-life+sales+sketch-min

In-life sales concept sketch

USABILITY TESTING

Continuously testing and refining our designs, meant that we gained useful insights into how users would interact with our interface. Below is a case study of a usability test conducted on the mobile service dashboard and in-life sales journeys. 

 


CASE STUDY:

MOBILE SERVICE DASHBOARD & IN-LIFE SALES 

GOAL
To discover users mental model for managing a phone plan and data usage. To what extent does their first action impact their second and does the order in which options are presented within the mobile hub influence how the user manages data. 

METHODOLOGY
The test was conducted over two days with 16 participants (8 male, 8 female). The participants used a variety of mobile service providers, with 6 being existing or former Sky customers. 

TASKS
Participants completed tasks around Calls, Data and Add ons, using the prototypes on mobile and desktop platforms. Afterwards they were asked to compare and contrast the merits of the two designs.

PROTOTYPE DESIGN 1

proto 1

PROTOTYPE DESIGN 2

proto 2
KEY FINDINGS
  • Final design should combine elements of both prototypes.
    Key features to a successful design will include: high surfacing of Databank, usage history, direct links to edit allowances with data given visual priority.

  • Ability to locate and edit allowances via prototypes.
    Users found data allowance options easily, though some missed Databank and Add on options on mobile, especially when using prototype 2 on mobile. Calls & texts options were also easily found. Users struggled to locate Add ons across prototypes.

  • Typical behaviour editing plan.
    Users wanted to check their usage history to determine whether to upgrade their plan or tie themselves over via a Data Add on. All would use up any free data in their Databank first before considering these options.

  • Databank popular, though often overlooked in journeys.
    This was surprising given users were introduced to the proposition at length at the beginning of sessions. This could be explained by lack of familiarity, though more could be done to visually draw users towards their Databank.

  • Consistent pricing information needed.
    Users sought pricing information for upgrades within prototype 2, plan panel. They also requested running totals for their combined plan (Data + Calls & texts + Add ons) when editing their plan allowances.
REFINED DESIGNS

We refined the designs after analysing the findings from the usability testing. The refined design consisted of a mixing board, where the price fluctuates as a customer alters their plan. This tied in nicely to the brand proposition called Mix, which is the ability change your mobile plan at any time. 

refined

PROJECT DESIGNS

Here's a few examples  of designs from the Sky mobile service digital estate. These include: the Sky Mobile dashboard, In-life sales, settings and billing.

hubportflio
MixHUB
Datahub
roll
Settings
billlayouts

Website design and content © 2020 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.