Public Mobile

Nascent Digital for Public Mobile
Role: Product Designer
Responsibilities: Lead user research, wireframing, low and high fidelity prototyping, and support hand-off and development of features and any other design related tasks.

The Opportunity

Public Mobile is an online, self-serve only, telecom company in Canada. As they have grown in popularity, they realized that they needed to modernize and update their SIM card registration process and their account management portal to better serve their customers

Main Objectives

Create experiences which are user friendly to a growing, new immigrant, customer base
Introduce Public Mobile’s new branding guidelines to each of the experiences

1. SIM Card Activation

Objective:

Increase the number of completed SIM card activations by making the activation platform more intuitive and user-friendly for consumers and store dealers

User research

The project started by interviewing Public Mobile dealers to better understand how to improve the SIM card activation experience. We visited 5 dealers at their workplace and asked them to walk us through their current activation process (with Public Mobile and their competitors), frequently asked questions, and common pain points.

The objective of this research was to fully map the in-store SIM card activation process from both a consumer’s and a dealer’s perspective.

Through the journey map we were able to identify all pain points in the flow as well as the consumers’ and dealers’ sentiment at each step.

Based on the results of this exercise, the team made the decision to design two end-to-end SIM card activation flows - one for consumers and one for dealers. Ensuring all users had the best experience possible.

User testing

Throughout the project, we collaborated and tested multiple concepts with key stakeholders, Public Mobile SIM card dealers and regular consumers.

For example, we conducted 8, scripted, user testing interviews using userzoom.com and analyzed all insights and relevant observations to improve our design and content direction.

Final Design

Consumer Flow - Simple and Guided

The consumer experience prioritizes a guided flow that offers users help throughout the way. We made it easy to for first-time users to understand what information Public Mobile needs from them at each step and kept the pages simple to reduce the cognitive load of each of the steps.

Dealer Screen - Quick and Easy

The Dealer experiences plays to their strengths as ‘power-users’ of the platform. By keeping all necessary steps within one page, Dealers are able to scan and tab through each of the input fields with out much effort - making the registration simpler and quicker for them.

2. Account Management Portal

Objective 1:

Increase monthly usage of Public Mobile’s account management portal per customer by making self-serve actions easier to access and more intuitive to complete.

Objective 2:

Create and introduce a more robust design system - including updated colour guidelines, text styles for both web and mobile use, and new UI components.

Journey Mapping with Stakeholders

The project started by bringing together the main Public Mobile stakeholders to help us put together a high-level journey map of the account management portal

Initial Explorations

Information Architecture

Throughout the project, we worked on mapping every page and feature needed in the account management portal. We kept this document updated as requirements were updated and refined.

User Research

Once we were comfortable with a design direction, we conducted 10, scripted, user testing interviews using userzoom.com. From these user testing sessions we were able to gather valuable insights and observation to improve the UX and UI of the account management portal

Final Design

Desktop Screens

Login & Onboarding

Landing Screens

Feature / Action Screens

Creating a UI styleguide

Public Mobile had just gone introduced their new branding guidelines before our engagement with them. However, their new guidelines were not enough to fully cover complex sites and flows like the ones we were asked to tackle. This created the opportunity for us to use the branding guidelines to create a more robust UI style guide.