top of page

EE SIM Checkout

My role (solo designer): Research • Iterative UX design • Prototyping •  Usability testing • UI design

Project overview

Improve the overall performance and UX of the existing EE checkout to reduce friction and improve conversion

The Solution (What)

Migrate and redesign EE’s customer checkout journeys to a headless CMS for a 2023 launch

The problem (Why)

Hypothesis

The checkout was built on an outdated platform and performed poorly, resulting in customer drop-offs and reduced user experience and conversion.

The existing checkout platform was slow, had security issues and lacked the technical capability to support improved functionality. The migration gave us an opportunity to revisit the UX flow and address customer pain points.

​

Analytics data showed:

  • Customers took approximately 4:06 to complete the checkout steps

  • Customer 'drop off' was at 76.8% at the payment stage, which could be improved to reduce friction and get more people through the funnel

We know that customers reaching the payment stage in checkout are potential buyers and likely to convert. By streamlining the checkout with fewer steps and reduced friction, we expect more customers to complete the purchase and convert immediately. 

checkout_journey_1920x1280.jpg

The discovery (How)

User flow mapping

User research and findings

I mapped the current SIMO Acquisition journey, detailing each stage and the customer information requested.

 

The journey included four steps:

  • About you - (personal details, addresses, phone number, marketing preferences) 

  • Payment details​​

  • Credit check

  • Card info

 

The content hierarchy was confusing, with multiple steps just for payment. Consolidating these steps could make the journey feel less overwhelming for customers.

To gather qualitative insights, the current SIMO journey was testing with users to uncover pain points and better understand the underlying problems:

​

Flawed back journey

At step 2, customers wanting to edit any previously entered details were taken back to Step 1, causing all entered information to be lost.

​

Confusing content hierarchy

Customers were confused about being asked for card information at the end, despite having set up a direct debit earlier. This confusion stemmed from unclear messaging and content hierarchy, contributing to an 8.2% drop-off at this stage.

checkout_journey_1920x1280_2.jpg

Competitor analysis

With a lot of different e-commerce checkouts out there, I explored how other companies approach their checkout journey. Some of the ones that had a simpler experience with a cleaner UI were made.com, Shopify, Lakeland, Sky, 02, Vodafone, T-mobile and Three.

Ideation and BML Canvas (Build, measure learn)

Ideation was conducted collaboratively with business stakeholders, including trading managers, the content designer, PO, and engineering team, using a BML canvas to capture user needs, business needs, opportunities, hypotheses, and constraints.

​

This process helped generate ideas ranging from quick-win solutions to high-value checkout improvements that could be iterated on.

Checkout reimagined

I designed an improved headless checkout experience with an optimised flow, validated through user testing (score of 6.6/7).

​

Enhancements included:​

  • Editable personal details at the payment stage to prevent data loss and reduce drop-offs

  • Fewer steps (3) with a clear content hierarchy

  • Consolidated payment section into a single step

  • Clear journey stepper/locator

  • Auto-suggest for address fields

  • Content loading on user prompts to reduce cognitive load

  • Native app tray behavior on mobile for editing details

  • Modern, cleaner UI with easy-to-read card components

  • Introduction of Apple Pay

  • Redesigned order confirmation emails

User tested prototype

The iterated solution - Optimised SIM checkout

checkout_design_screen01.png
checkout_design_screen02.png
checkout_design_screen03.png
checkout_design_screen04.png
checkout_design_screen05.png
checkout_design_screen06.png

The first iteration of saving favourites with the magic code authentication has been released, which had already seen an increase in conversion. These can now be viewed by customers on the My account dashboard which opens up a lot more opportunities for the business for returning customers.

​

The second iteration with customers being able to sign up using social login is being worked on engineers and planned to go live early 2024. 

Success

metrics

Reported cases 
since Sept 2023 launch

654 

reduction in case handling time

-28%

Avg no of interactions per case reduced to

11

reduction in post sales cost per order

-£20

© 2023 by kirtiram.co.uk.  |  Kirti's Portfolio

bottom of page