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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
What happens next?
An expert contacts you after having analyzed your requirements;
If needed, we sign an NDA to ensure the highest privacy level;
We submit a comprehensive project proposal with estimates, timelines, CVs, etc.
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