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Optimising the End-to-End Digital Experience to Drive Engagement and Sales

  Project Summary  

Client : Major Telecom Company
Domain : Telecom Industry

Role : Senior Technical Lead – UX Design (Responsible for Design Strategy, Leadership, Cross-Functional Alignment & Ensuring Business Value)

Users : Ecommerce Customer (who want to buy multiple related items (combos) at one go)

Tools : Figma

UX Process : Heuristic Evaluation, Competitior Analysis, User Surveys, Task Analysis

  Primary Business Goal  
Increase revenue and average order value (AOV) by improving the visibility, clarity, and usability of combo deals—so more users opt for bundled purchases instead of individual items or drop-offs.
  Problem Statement  
The Challenge

Users struggled to understand and trust the combo deals due to unclear pricing, no customisation on deals, and cognitive overload. This friction led to low combo adoption, increased drop-offs, and missed upselling opportunities, ultimately impacting conversion rates and revenue growth.

  Key Persona  
jessica.png
Name           : Jessica
Age               : 34
Location      : Austin, Texas
Occupation : Marketing Manager at a mid-sized firm
Shopping Behavior

  • Comfortable with technology but seeks simplicity

  • Regularly shops online for bundled products (e.g., electronics + accessories, health packs)

  • High intent but sensitive to cognitive load and unclear savings

Goals

  • Quickly understand the value of combo deals

  • Customize bundles to fit her use case (without starting over)

  • Feel confident that she’s making a smart, cost-effective purchase

Pain Points

  • No customization on combo deals

  • No flexibility to modify or swap items

  • Frustration with overload of similar product bundles

Behavioral Insight (based on survey + analytics)

When users like Jessica face unclear savings or non-customizable bundles, they’re more likely to bounce—even after reaching the checkout page.

   Diagnosing Usability Issues through Heuristic Review   
1
Ambiguous "combo" labels
Confuses users about what’s included
2
No customization for combos
Frustrates users expecting control
3
Lack of savings highlight
Missed persuasive opportunity
4
No tooltips or inline help
Cognitive overload, potential confusion
5
Visual clutter in price section
Hard to parse actual value vs. original price
6
Compare Combo Deals
Comparison view of multi combo deals
7
Estimated Delivery Timeframe
Lacks clarity on expected delivery timeframe
Combo Deals_V.jpg
   Competitior Analysis of flipkart Combo Deals   
1
2
3
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5
6
User Rating Visibility
User Feedback Visibility and Rating Indicators
Trust & Credibility Badge
Trust Signals and Platform-Endorsed Badging
Prominent Pricing & Discounts
Prominent Price Anchoring and Visual Contrast
Savings Emphasis
Discount Framing and Value Proposition Messaging
Visible Product Quantity Information
Information Clarity on Item Count
Flashing timer for quick purchase
Flashing countdown timer to create urgency for quick purchase
Screenshot 2025-08-08 122939_flipkart.png
  We embedded a contextual micro-survey on a high-intent page to capture user pain points and uncover unmet needs. (Click Enlarge view icon to view micro survey) 

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   Feedback from user survey -  Total Participants 798 users  
Overall, how satisfied are you with the Combo deal?
Very Satisfied ----------------------------- 110 Users, 
Somewhat satisfied -------------------- 210 Users, 
Neither satisfied nor dissatisfied - 200 Users, 
Somewhat dissatisfied --------------- 150 Users,
Very dissatisfied ------------------------ 128 Users.
Please enter your comments here
It’s hard to tell what’s actually included in the combo. - 1 User
What is the purpose of your visit?
Account Management ------- 165 Users, 
Browse phones and plans -- 175 Users, 
View or pay bill ------------------ 150 Users, 
Technical support -------------- 120 Users, 
Upgrade my phone ------------ 110 Users, 
Purchase an accessory -------- 78 Users
  Synthesized all user insights, prioritized key findings, and removed redundant feedback to ensure clarity and actionable outcomes.  

  1. No customization for combos

  2. Prominent Pricing & Discounts

  3. Lack of savings highlight

  4. Estimated delivery timeframe

  5. Trust & Credibility Badge​

6. Flashing timer for quick purchase

7. User Rating Visibility

8. Visible Product Quantity Information

9. Compare Combo Deals

10. No tooltips or inline help

Please wait Its loading.

   Insight-driven design solution   

  • Reframed deal content with simpler, benefit-driven language

  • Arranged content in the order users naturally scan

  • Improved text size and spacing for easier reading

  • Reorganized layout to better align with user scanning patterns and priorities

  • Emphasized perceived value through savings badges and comparisons

  • Grouped related info together for quick understanding

  • Added helpful icons and short tips to guide users

  • Simplified the flow to reduce friction and decision fatigue

  • Applied visual consistency using design system to reinforce trust and clarity

   Post-redesign performance and engagement metrics gathered through A/B testing and product analytics   

  • Conversion Rate
    -   13% Increased purchasing combo deals after redesign

  • Drop off Rate
    -   20% decrease in drop-off during the purchase journey

  • Time Completion Rate
    -  18% increased due to understanding and purchasing the combo deal

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