Summary
Three’s ambition to disrupt the telecom industry really shines through in these landing pages. I’ve been responsible for 5G, Chelsea partnership, Black Friday landing pages, and home broadband journeys.
Creating a great first impression, then engaging the user with a story that solves problems and builds excitement before signposting to points of sale. I took on the role of Product Designer for these projects, working with marketing, data, and copy. The 5G page ranked first in telecom for Google search.
Awareness Research
I studied several e-commerce companies across different industries to identify patterns and catalog their offerings for users. This made a compelling case for switching to Three Mobile. These sections focus on benefits, problem-solving, and building excitement.
DATA ANALYTICS, BEHAVIOUR INSIGHTS
Reviewing what was currently working on a regular and granular basis, analysing usage data, and turning these into meaningful insights and hypotheses to experiment with.
EVIDENCE RESEARCH, EMPATHY
I facilitated workshops with cross-functional partners, in product and brand, on core journeys. The goal was to identify inconsistencies and prioritise new features, user journey mapping, experience Mapping, personas, task & process analysis
Key takeaways: Language inconsistencies, even within plan offerings. No interactive or playable elements. Misinterpretations of brand elements.
Wireframes
After completing my initial research, I added the new features to the wireframes. This allowed for numerous iterations through different design options. This would then be shared with the team and stakeholders to determine how far we want to push the MLP.
A EXPLORATION WOULD HELP SET THE TONE FOR ANY NEW BRAND ALIGNMENT
The Brand team, gave an overview of the current state of play. We all partnered up to explore how we can create an inspirational base to guide the flow into reality as I moved forward. Based on the workshops, I defined three themes to guide our explorations:
Contextual: Keep in mind who a user is and where they are within the flow.
Simple: Users should get what they came for, easily.
Engaging: If users explore, content should be discoverable.
I focused on how we can celebrate the products that the service provides. I was inspired by the current marketing style from previous campaigns.
Making the components robust enough to use in future features across app and web was key. Testing the toolkit early, made it easier to implement. Clickable elements were used at first, with complex interactions saved for later hi-fi prototypes.
Conversion
Signpost them to our points of sale once the story has been told.
Thank you cards i’ve accumulated throughout my time at three
“I just wanted to say how grateful I am for everything you've done for Three this year... From the moment you joined the team, you had an influence on how we went about things and our designs for new journeys came on leaps and bounds. I love the way you try and push the boundaries and don't just accept the fact that our systems are old so we can't do a lot of things. Thanks to your persistence with Home Broadband journeys, we've gone ahead with designs that a lot of other teams wouldn't have done. Yes, they've taken longer to build but that's what our dev resource is for! You're making it possible for us to look back on stuff we've delivered and be proud of it. Also, you always challenge me and the 'why' which helps me be better at my job. Like the refer a friend image, and wanting to change something just because someone doesn't like it or thinks it needs changing, but having a proper objective for things and wanting to measure the outcome. I'm so glad you're in the team Jony, you're great to work with and a great presence in the team! Cheers.”
- Darren. K, Digital Product Owner
“Hi Jony - This is long overdue but I just wanted to say a massive thank you for all the work in making sure the designs were in and being super reactive with changes and last minute amendments to the images and designs we used on the Black Friday landing page. Your speed and hard work meant we were able to get the landing page over the line and meet the sign off deadlines (even though it was pulled forward by 4 days!). You go above and beyond with constant feedback and meticulous attention to detail on how the works coming along. It's thanks to these behaviours that the team can be as successful as they are and hitting that deadline meant another successful Black Friday delivery - sure to be even better than last years! Glad to have you in the team! “
- Luke shaw, - Developer
“Hi Jony,
WOW. Tomorrow is the 2nd release we have done as a team and I am so proud of your contribution. As an interim PO of Team I am getting to work with you and I am absolutely enthralled by your passion, dedication, problem solving & collaboration. Your contribution to the 5G program has been exemplary. I can’t find the words to Thank You for what you have done for our project. You are an inspiration to your colleagues by your perseverance and everything you do. I really appreciate it.
Thanks for all the hard work and long hours!”
- Hemant, Lead Commercial Product Owner