Designing collaboration
In 2018 the purchase flow online for Broadband at Com Hem was unsatisfying, so I brought in a design sprint to solve the problem.
My role
Design strategist and Change Agent – driver to improve how we collaborated between tech, design and business. Aligning and planning the Design sprint week. Aligned with business and Tech before we kicked off to ensure we had the right problems to solve.
KUDOS TO THE TEAM – Sara Frank Senior UX designer, Gösta Åbergh Visual Designer, + all developers, Product owners, Head of E-com, analysts and content editors.
Goals
Sell more Broadband at comhem.se
Improve User Experience
Improve Way of Working
Challenges
Different segments got different prices on broadband, depending on their address and the technique to provide broadband. The online experience contained a lot of steps and uncertainties around prices. We wanted to create a simple and trustful online experience that also converted better.
Another challenge was internal and about process. How could we improve cross functional work in product discovery to get ownership and move forward with fast decisions?
Process
There was a need to improve collaboration between Design, Tech, Product, Content and Sales in idea generating phase. We wanted to give the Google Design Sprint a chance. So I took lead as a Change Agent and anchored the idea to different key stakeholders and presented the steps before, during and after the design sprint to get everyone aligned. After that we prepared the different activities within the sprint.
The Design Sprint
During the sprint, my role was the facilitator, to make sure we kept the pace. So we did the lightning talks, identified the goals and problem areas and generated a lot of ideas together and evaluated them in a structured way. In the end the team built a hybrid prototype, that were tested on real users and got clear indications on what worked and not. We decided together to build on the insights from the sprint and released a first version of the new broadband purchase flow short after.
KPI:s
To secure the user experience, we created a survey around the broadband experience, before and after the change with same questions to see if the experience really got better. Another KPI was to increase the number of users performing an address check on the site.
Solution
Our hypothesis that we tested was that users felt ok with providing their address online before seeing the different offerings. If so, we could reduce the number of steps from 7 to 3 in the purchase flow. In the UI the broadand start page was totally changed with a large hero image and a form where you needed to fill in your address before you could see the offerings for you, under the hero area, we only provided 3 USP:s to increase the chance of people discover that you needed to fill in your address.
Outcome
One month after the release, the result from the survey was positive and sales increased to best ever levels in Com Hem online history, which was amazing! So this strengthened our hypothesis and is the solution implemented since then – hence the name Broadband Rocket.
Insights
There was a lot time spent on planning and anchoring from my side, but it was totally worth it. The energy from everyone involved in the sprint was amazing and people respected the roles and were really engaged. The reason we could create a hybrid prototype so fast was due to the design system we have built which made it easy to create the new start page.
It was an interesting experience on a personal level to not interfere in the solutions. One improvement area I discovered was that the number of diverse ideas could be more and that we narrowed the scope too much to come up with and test more disruptive ideas – but that’s my responsibility as a facilitator and a learning for future sprints.