Optimization and a UX Audit of a Telecom Operator’s Website
About the client
A1 is a European telecom operator also involved in selling smartphones and relevant accessories. The operator's request was to run an audit of its website and mobile app, carry out testing of its billing system, and provide tech support.
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Project overview
The customer was a European telecom operator that was also involved in selling phones and relevant accessories. The operator's request was to run an audit of the company's website and mobile app, carry out testing of their billing system, and provide tech support.
The main problem was that, even though the customer had invested substantial amount of time and money on developing their web presence, the expected conversion rates were not attained. As an outcome, users would visit several web pages, fail to find necessary information, and leave the website.
With user testing and visual integrity analysis as a research basis, our team of UI/UX experts assessed web statistics and user behavior patterns related to the web presence in order to identify and highlight its deficiencies. Via such tools as page load speed diagnostics and heatmap at our disposal, we successfully detected the following bottlenecks:
- Ineffective distribution of user attention
- Deficiency of visual contrasts in terms of navigation
- A flickering menu problem
- User journey issues making it difficult to navigate the website and find the necessary information
Ineffective distribution of user attention
Having analyzed the home page, we generated an Attention Allocation Chart detecting the inefficient distribution of user engagement while scrolling. Namely, users would lose interest while being in the Online Store section, and therefore, the clickability rate was low.
Solutions:
- Reduce the size of images on the main page;
- Revise the logic associated with the way information is arranged and displayed by the page, taking into account the placements of blocks;
- Enable users to interact with sections with more engagement (see the heatmap);
- Place more and less vital information across the page in accordance with the website heatmap.
Deficiency of visual contrast in navigation
Visual hierarchy is essential when it comes to such an aspect as a speed of reading. Main categories need to have more visual weight than subcategories. With proper emphasis, a user's eye switches, step by step, from more important things to less important ones. As a result, it becomes possible for them to quicker find the required information and navigate.
Solutions:
- Increase both the size and boldness of the font;
- Align the See all buttons to one line in order to keep the menu well-structured;
- Change the color from red to black in order to reduce their visual weight.
The flickering menu problem
When users hovered their mouse over their desired category displayed by the main and drop-down menus, they found the subcategory they wanted. After that, they would instinctively move the mouse cursor in a straight line, from the category to the desired subcategory. In the process, however, the mouse cursor would often touched, temporarily, the next category area in the main navigation. As an outcome, the entire dropdown changed.
Solutions:
Add a minimum time limit until the next category is activated. A delay of about 300 msec is usually needed to eliminate the worst flicker without causing a long response time when deliberately hovering over a category.
Difficulties in navigating the website and finding the necessary information
In order to determine how intuitively users navigate the website, we conducted a user testing round. Namely, we asked users to perform certain actions on the website. It turned out that users tended to get lost there, couldn't find the product properties, and got confused about the price and the tabs of the price section while buying a product.
Solutions:
- Adjust the product cards and structure them to a single way;
- Remove unnecessary actions and ensure maximum ease of interaction;
- Specify the main information about the products and display it as close as possible. Place the rest behind the zone for user interaction.
Optimizing the website speed
The speed of the website directly affects its efficiency. User interaction should be fast and convenient. Even the most up-to-date website can become less visited if its landing page loads slowly. We have optimized the loading speed of the website using several tools.
- Write scripts to warm up the cache in order to avoid a page load after a 30-second reload;
- Improve header rendering speed (improve performance on all pages by 10%);
- Review the synchronous loading of third-party scripts
- Improve the performance of database queries on PDP (FCP);
- Optimize CSS scripts.
QA testing of the billing system
In addition to the UI/UX issues, we were also involved in the QA aspects of the project. Namely, our experts were responsible for a comprehensive QA testing round of the billing system. On top of that, we have also successfully optimized the speed of the website as a whole to boost its performance.
- Testing the configuration of tariff plans: a list of services within the selected price plan, a set of additional (paid and free) services, charging a subscription fee, and billing;
- Testing the provision of roaming services and their billing;
- Testing the implementation of promotions – as a part of the work, testing was carried out to correctly identify a group of users suitable for the target audience of an advertising campaign and the provision and accrual of bonuses within promotions;
- Testing internal billing integration with the A1 online store
Project results
Owing to the well-thought-out and valid segmentation of the website pages, their improved design, elimination of tech defects, and high-quality analysis of the user experience, we have successfully improved the business efficiency and user effectiveness of the online store. On top of that, we have also boosted client satisfaction rates.
- Thanks to the optimization and UX audit that we conducted, a user-centered design was suggested, which has allowed the customer to drive business results and achieve a 13% increase in completed orders;
- Andersen's holistic approach to UX design has contributed to a 15% increase in user satisfaction;
- Our team's efforts have resulted in 25% more regular clients for the customer.
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