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[Case 03]

Decreased user drop off by 73%

Telco

Decreased drop off from 85% to 12% with enhanced loading experience

Preventing user drop off by keeping the user informed at loading stage

[Project Overview]

Pause users were dropping off before even using the feature due to loading timings. The enhanced loading experience decreased drop off from 85% to 12% and increased conversion by 10%

[Problem Statement]

‘Optus Pause’ prolonged time to load services and devices gave users the impression of the feature not working or being stuck which caused a significant drop off at the loading stage severely impacting product engagement

[Industry]

Telco

[My Role]

Product Designer

[Platforms]

Desktop and Android

[Date]

May 2024

[Process]

[01] User Research

Analysed Medallia feedback

Conducted concept and user testing

Considered data from existing analytics

[02] Insights

Users were mislead by initial loading experience causing significant drop-off

'Broken' loading experience prevented user engagement with the product

Apparent inability to use the product cause serious frustration for users

[03 Design Solution]

Proposed for the still/‘stuck-looking’ loading screen to be replaced by a simple loading animation which made users understand the feature was loading while educating them on some core product functionality

Added features like autofill suggestions and real-time error.

[04] Testing & Iteration

Conducted A/B testing 15% of users, comparing the original and redesigned flows.

Gathered data through analytics.

Applied enhanced experienced to 100% of users.

[Outcome]

Improvement in perceived experience, as measured by testing and analytics.

73% reduction of drop off at loading

Significant increase in product engagement and adoption

[Key Learnings]

First impressions matter

Providing users with a clear understanding of the experience allows to set the right expectations in order to avoid potential disappointments

Killing time doesn’t need to be a killer

Taking advantage of technical restrains made us rethink the loading experience making it more meaningful to the user while decreasing drop-off

Details matter

Small improvements, like keeping users engaged while feature was loading, had a significant impact.