About the project

There is a decline in the engagement levels of self-installing Shaw equipments. The project ask was to increase the adoption of this service and create brand differentiation. The outcome educates and compliments a customers shopping journey based on what they value.

Applying research insights and using behavioural theories to support our recommendations, the primary values (approachable, free, fast to access and supported) were communicated through a dedicated page to educate and promote self connect as a feature.

My Role

My responsibilities included:

• Setting up and conducting research (desk research, competitive analysis, unmoderated/moderated testing, in-person interview)

• Synthesizing research results to identify behavioural patterns and concepts

• Informing design outputs through user-flows and wireframe explorations

• Collaborating with the visual designer and copywriter to ensure that the experience is translated to the UI and the content strategy vision

The double-loop learning method was used alongside our design process.

Desk Research
Competitive Analysis

To validate my early assumptions as to why people pick one choice over the other, I conducted primary research through Reddit from a community of users who have either self-installed in the past or had a professional install their device. Alongside, I analyzed competitors and adjacent markets to reflect on the journey a customer makes before, during and the after stages of deciding to self-install (DIY) or opt for a professional.

There was a repetitive pattern for telecom companies to have their customers decide between self or tech install during the checkout process. A guide to installation steps was commonly found in their support section, but not all companies revealed the constraints involved or what to expect in preparation, including Shaw.

Sketching
User-Flows
Prototyping

At this point, I brainstormed ways to improve how Shaw can guide their customers in the check-out process and provide information that is most relevant and compatible. This included surfacing information that can affect one’s decision from the research learnings I found in the discovery stage (eg. transparent of the cost, time and knowledge). To differentiate from competitors, I introduced a self identifying questionnaire that taps into a users personality, perceptions and values to help decide which installation method is best for them. Conceptualizing a prototype in the check-out stage that included 3 quiz-like formats, we set out to test this concept through unmoderated/moderated testing sessions.

Click on a prototype to view the interaction: Prototype 1, Prototype 2, Prototype 3.

Concept Validation

Users who have either self-installed
or have asked for a professional

To test the validity of our first concept, I assisted in setting up and conducting a moderated and unmoderated user testing session with a total of 19 participants and 1 in-person interview.

View the unmoderated testing findings here and the insights made from both testing sessions here. Research insights were supported by behavioural economic concepts.

Key Findings

When choosing between self connect or technician install, people consider what’s most vivid or recent, not what’s most convenient, relevant, or compatible for them

• People always opt for freebies. But there are secondary values that drive choice

• Users expected to have easy access to instructional and support material to make a more decisive decision - provides the greatest clarity into a user’s perception of difficulty

• Users preferred to self-install, as they found it to be an educational experience, and completing a task on their own gave them a sense of fulfillment

• Most users prefer to be self-reliant and resourceful before they resort to asking for help. The affirmation that troubleshooting support will be available can yield their willingness to pay/ask for help

• Users affiliated brand loyalty with the self identifying questionnaire, forming positive perceptions of the brand

Testing sessions revealed that users prefer self-install over a professional (19/20 participants said self-install is their first choice), and while the information in the check-out supported their decision in the moment, they were seeking more information to support their decision before and after their shopping experience.

Sketching
Unmoderated Testings
Prototyping

Insights from our initial concept and testing lead to a new design goal: overcoming customer objections and set early expectations so that they feel confident and feel supported before, during and after the process of their shopping experience.

I created low-fidelity wireframes to build off this recommendation which were further refined and improved based on a round of unmoderated testing sessions (12 participants). Insights and feedback from the session were iterated on the visual design before we tested once more for validation of information hierarchy.

© 2023 Harkeran Bariana