[Case 04]
400% MAUs increase through contextual entry points
Telco
Increased MAUs by 400% by implementing contextual promo tiles
Increasing engagement with contextual entry points
[Project Overview]
Several products within the ‘Living Network’ ecosystem faced lack of awareness/visibility due to feature prioritisation on the app, leading to low engagement of many of the LN features, Optus Eco being one of them.
[Problem Statement]
Optus aimed to achieve it’s ‘mission’ of being Australia’s most loved everyday brand’ by differentiating from other telcos with its Living Network suit of innovative products. However, users lack awareness and engagement with Living Network products, such as Optus Eco, while surfacing the My Optus app due to poor visibility amongst other higher priority features on the home screen
[Industry]
Telco
[My Role]
UX & UI designer
[Platforms]
Desktop and Android
[Date]
2023
[Process]
[01] User Research
Gathered insights around user traffic and engagement service features and LN products within the app
Analysed user behaviour data to understand which service features users engage the most with and engagement with promo tiles at the time
Benchmarked against other apps to identify best ways to create awareness/engagement with other products within the app at the right time and place.
[02] Insights
Users are unaware of many Living Network products
Users dismiss current promo tiles as they take them as visual clutter or don’t feel they are usually relevant to them
Users would rather have a more personalised experience with the promotions they surface on the app
[03 Design Solution]
Contextual entry point tiles across the app to increase discoverability and engagement when and where most relevant
Iterated on multiple design to reach maximum simplification and reduce the ‘visual noise’ within the app
Applied same UX logic to increase engagement of several other Living Networks features
[04] Testing & Iteration
Conducted A/B testing with MOA users testing previous entry points performance to propose design
Gather metrics through data analytics to prove the proposed UX solution success
Applied proposed design to all MOA users
[Outcome]
Increased Optus Eco MAU’s by 400%
Created a reusable component as an effective way to promote products
Increased perceived pertinence of promo tiles by making them more relevant to specific users
[Key Learnings]
When and where matters
Users are a lot more likely to show interest if products are promoted at the right place and time
Simplicity speaks louder
Over-cluttering with highly graphic promotions tends to make users instantly dismiss them, so keeping a simple design can be a much more effective way to deliver a message
Personalisation is key
Users are a lot more likely to interact with a feature when the message is relevant to them