Digitalisation, and new methods for communicating and receiving information, have changed mobile network operators' market rules, and have shifted the focus of people and business from minutes to data plans. After the media industry, telecoms is the industry most affected by digitalisation.
But every crisis brings an opportunity for growth. This opportunity lies in digitising mobile network operators' services and customer workflows. These changes enable MNOs to offer additional services that lie outside the traditional telecoms service range boundaries.
The structure of telecoms has changed, as it has with UX. With more data available, it is possible to make visiting websites a more personalised experience. Still, creating a site like this requires thorough research, to see how today’s internet users perceive these telecoms transformations. To optimize the customer journey and achieve the desired results, new telecoms website UX hypotheses have to be confirmed and tested.
This article will show how we improved a mobile network operator’s website user experience design, explain our thoughts behind it, and highlight UX design best practices we discovered during the process. Enjoy!