What we know:
Customers who download the NOW app on their TV and navigate to the 'Join in' screen have already decided to sign up for NOW.
After customers scan the QR code and visit the landing page, they feel overwhelmed by the abundance of information presented.
We observed that information gets duplicated when a customer selects their content and proceeds to the next step in the journey, which is the 'Choose your plan' landing page.
The objectives:
To reduce the amount of information on the page, knowing customers are ready to sign up we want to get them through the journey.
After customers scan the QR code and visit the landing page, they feel overwhelmed by the abundance of information presented.
We observed that information gets duplicated when a customer selects their content and proceeds to the next step in the journey, which is the 'Choose your plan' landing page.
The current FURL page
We need to focus on improving the current design to enhance the user experience. Below is a preview of the current layout along with some observations to consider before we explore new layouts for testing. Additionally, I had to take into account the capabilities and restrictions of the CMS, our in-house management system, and the modules we use to build our pages.
Observations
- We observe a significant number of customers abandoning their scrolling
- There's a substantial amount of information to take in. How can we keep customers engaged while minimising the time they spend on the page?
- Which elements on the page are insignificant to the customer, and how can we streamline them without jeopardising conversion.
- The style is inconsistent with other modules across the website. I need to ensure adherence to the style guide and modules to align the UI properly.
- Collaborate with the Merchandising team to ensure we highlight the best content, keeping customers engaged throughout the sign-up process.
Wireframes
Before starting the design work, create some high-fidelity wireframes to explore potential layouts and share them with the team for initial feedback and ideas.
Version A - Grid
What we know:
Knowing that customers have already decided to sign up for NOW, my concept is to streamline their journey by:
A. Simplifying the information and imagery to reduce clutter and noise.
B. Allowing customers to proceed to the next step more quickly by making choices easier to see within the first view, minimizing the need for scrolling.
C. Designing a clear and easy-to-digest structure with a simple modular layout that encourages customer engagement.
Version B - Stacked
What we know:
Knowing that customers have already decided to sign up for NOW, my concept is to streamline their journey by:
A. Simplifying the information and imagery to reduce clutter and noise.
B. Opting for bolder content than Version A to test its impact on engagement and conversion.
C. Designing a clear and easy-to-digest structure with a simple modular layout that encourages customer engagement and easier choice interaction.
Testing Variants A, B, and C
We conducted A/B/C testing on the control (original design) against Version A and Version B.
After implementing the strategy, engagement increased by 15%, and conversion rates improved from 2.5% to 4.3%.
Winner variant was Version A - Grid.
