Objective - product conversion
There was no live digital journey for EE Pay As You Go customers who wanted to switch to Pay Monthly. This was handled entirely through the call centre/retail, impacting approximately 20,000 customers per month.
Around 207,000 Pay As You Go customers will move from Pay As You Go to Pay Monthly annually, accounting for 10% of Pay Monthly's total acquisition.
By creating a digital journey that enables EE Pay As You Go customers to switch to Pay Monthly, we will generate digital channel share for the first time, and deflect customers from the call centre/stores.
Design approach
I first established from stakeholders the business needs, which helped clarify the best way to approach this project:
- Promote a discount for Pay As You Go customers when they switch to Pay Monthly.
- Make the journey simple to navigate to prevent drop-off.
In terms of content, I collaborated with User Research to conduct content tests. This helped shape the wording to aid user comprehension of their actions throughout the journey.
The design
The design approach was to create a seamless journey that not only encourages users to switch from Pay as you Go, but to act on it within the journey.
This would mean making it a simple step-by-step process, with as little friction as possible.
This was achieved by:
Enhanced entry points (such as Top Up) for Pay As You Go customers, to prompt and lead them to switching to Pay Monthly.
Highlight early the benefits and discounts of switching to Pay Monthly.
Custom changes to the checkout, reflecting the user's actions of switching. We did this by essentially bridging the two journeys.
