In the recent years, Optus has been promoting for more flexible phone plan subscription model, this time Optus has release a new feature where customers change their plans through Optus website.
Our objective is to find out the best end-to-end journey that is simple and quick for customers to change their plans.
My Role: Product Designer
Team: Product Owner, Business Analyst, Tester and Senior Full Stack Developer.
Previously in order to change the plan, customers need to go to the shop to do so. Now Optus introduces a self checkout process where they can do it themselves digitally.
We started with a brainstorming session.
We looked through several telcos around Australia for comparison, here are the Telstra's and Vodafone's Journeys look like:
We then conducted user experience interviews to define a customer logical journey if they would like to change their plans.
We found that majority of customers would want login to their account first to change the plans.
We asked them few questions on their opinions about Rate Plan Change. There are few interesting insights that came from customers.
Here are the reasons that customers most likely to change their plans.
We took the learning from comparison analysis and user interviews to create a flow chart.
We added few rate plan change links in optus.com.au that leads to the landing page.
Learning from user testing interview, we added “Contract end date” and improved the Radio button UI for a better distinction.
The design went through several iterations after 2 sessions of final user interviews.
Personally I learnt much on customer's behaviour on rate plan change and hope this project will help customers do their rate plan change process in the easiest way, that is through online.
Please see the prototype:
