UI
Effortless UX combined with beautiful and functional UI is our methodology for customer centric design, where decisions are validated with real customers, and insights from observed customer behaviour.
The Design System
TalkTalk Design Systems lead to more cohesive, consistent user experiences across TalkTalk ecosystem. We created it to speed up team workflows, have one unified design language that saves huge amounts of time and money in the process. They make browser, device, performance, and accessibility testing easier and serve as a solid foundation to build upon over time, helping TalkTalk to easily adapt to the ever-shifting web landscape.
The principles
At TalkTalk, we took inspiration from Atomic Design methodology – a system that promotes consistency and scalability while simultaneously showing things in their final context – it is a hierarchical way of organising our design patterns.
The pattern library
TalkTalk pattern library is a repository of reusable components and interactions. It houses components such as buttons, modals, and page layouts. They go hand in hand with TalkTalk style guide as it rely on consistency in form and look.
UI That Works Across Multi-Platform
My TalkTalk App (native iOs & Android), TalkTalk.co.uk Sales website (Angular 5 & Contentful CMS), TalkTalk MyAccount area (Angular 1 & 2), TalkTalk Help & Support (Lithium), News & TV Portal (OpenExchange), TalkTalk Router GUI
Product Vision
Alchemy is a vision that conveys purpose, that is meant to excite and delight. A flashlight peering into the dark, Alchemy reveals what TalkTalk’s customer’s problems are and what the possible solutions might be in a visual prototype – to describe what value TalkTalk will deliver to its customers both now and in the future. Alchemy provides a repository that is easily accessible, and can be shared with the team and key stakeholders and is the first step towards creating strategic goals and initiatives.
Target Customer Experience
A supportive, personalised online service that is seamless and effortless in self serve to support TalkTalk’s offering inFibre for Everyone. This will provide flexibility and best value for new and existing customers, progressively improving their customer experience beyond TalkTalk’s standard service offering.
Customer Experience Principles
Relevance – To build experiences that are personalised to meet unique needs of the individual user based on specific situation or context of use, offering customers what they need and when they need it.
Reliability – To have a strong foundation of product/service competency, coupled with efficiency in our system architecture as well as business culture, offering enriched, consistent user experience.
Digital first – To serve omni-channel experience across, using multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how/where a customer reaches out.
Responsiveness – To be adaptable, not only to perceive, but also swiftly respond to the changing needs of customers through proactive listening, feedback and being ready with solutions that can be tailored to customers needs.
Convenience – Empowering and enabling users to self-serve and discover solutions and info efficiently and effortlessy/low effort.
Consistency – Consistency improves the usability and learnability of the product and is core to a user experience.
The data
Understanding our target market was the first step in our journey. We gathered the most recent data and customer insights to identify user behaviour, problems, interests and how we can cater to their needs.
The data pointed to us that:
- Majority of our customers prefer to call us rather than self serve, with billing queries forming the largest volume of calls.
- We also found problems with our online check out process, and as a consequence to that our conversion rate suffer.
- We are also aware from the data that authentication is a major barrier, and that we see a trend of customers abandoning login after a few attempts.
- Other problems are around early life experience where a new line may be unstable and lack of explanation from TalkTalk may negatively impact new customers’ experience.
The user flow
We ‘looked under the bonnet’ of the existing tech stack and user flow – with the data and customer pain points we discovered, we are able to put improvements in place. We have done this task under a new programme called ‘Strategic Proposition’ – this allows us to marry up user needs to business needs.
The persona
We use segmentation to help us understand, design and cater for a certain type of audience. This means taking into consideration general details about our average customer, such as their demographic, gender, motivation, online behaviour and socio-economic status.
The sketches
We then started sketching to generate and convey ideas in product and service design because they are quick to make, they kill ambiguity and help others to envision the future.
When we have basic sketches of customers touchpoints – what they may see, feel and do, we strung it together to formulate a storyline. The use of our persona has helped in shaping the story into a tangible one.
The illustrations
Verbalising an abstract idea for a product or a service is not very practica and the challenge with verbal communication, especially when we try to explain rather complex service ideas, is that we assume that what we say will be understood by our audience precisely the way we understand and see it in our head. Unfortunately, it rarely happens – hence from the sketches, we moved our ideas into illustrative format to bring the story to live!
Sales Optimisation
The Right Product For The Right Customer
Customers are self-selecting products that are not suited for their household needs, leaving them unhappy and more likely to churn. We see opportunities to optimise the online journey to prevent customers selecting products which are not suited for their usage at point of sale or upgrade.
The customer behaviour
- Significant increase in data consumption in a household.
- The speed coming into their homes is shared amongst its users, and the experience will depend on how much bandwidth is available.
- The average customer does not understand this challenge and what speed they need to support everything they want to do online.
- The Service Index now identifies the majority of these customers having problems through the ‘Demand Not Served’ service domain. Customers with a ‘demand issue’ call and churn more.
The vision & approach
Our vision was to deliver a simple, customer centric way to guide customers to the right product that is embedded into our default sales journey.
We set ourselves an ambitious target of providing recommendations across all new acquisition and in life digital channels, working in a test and learn approach.
The Goal
Our goal was to significantly reduce the wasted cost and churn driven by customers on the wrong products for their needs, which translated into:
- Reduction in customers with a demand issue (no target). We later identified that <7Mb orders was a lead metric we could track & improve with demand issues becoming a lag metric which takes 60 days to measure.
- 300 less churn per month.
- 10k less calls.
- Improved NPS (no target).
The plan
- Issues around dealing with legacy code base, specially in MyAccount for HomeMovers
- Issues around dealing with legacy code base in agent sales portal
- Fibre mix up 33% (52% Test vs. 39% Control)
- Conversion rate up 25% (2.72% Test vs. 2.17%Control)
- Recommended product take up @ 69%
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