Dixons Carphone

A better switching
experience

Overview

When I joined Dixons Carphone, the group was going through a digital transformation. This project consisted into bringing the experience and knowledge of a company that Dixons Carphone had acquired called Simplify Digital. The purpose was to create a guided and informed experience for customers looking to switch broadband across the UK.

Extensive research was done in order to analyze the existing problem in market regarding the whole swicthing experience in order to create a tailored service to every user. This involved surveys to hundreds of customers, stakeholder interviews, competitor analysis, the creation of personas, empathy maps, user journeys, usablity testing, and post-production analysis of the deployed solution.

While this project was on-going, the idea to create an omnichannel design system, that could support all experiences and products across the whole group was being discussed and approved. I later become the lead designer and contributor on this project. The OMNI design system.

The MVP version is live on the Carphone Warehouse website

The Challenge

In order to create a refined and tailored experience to each individual customer an extensive research was needed.

There was also the challenge as to what product, brand this new switching experience would live. This required a tremendous effort across multiple teams and products.

Lastly, we needed a design system that would enable consistency, the same design principles and facilitate a rapid development across all products that were part of this journey (In Store Tool used by colleagues, Call Center tool, Consumer Website, Checkout software, etc).

Survey

As we started the project, we needed to understand exactly what users were looking for when switching to a new package, what made them choose that specific package and how confident they were that they had chosen the right package for them.

User Survey white board questions

Key points taken from the report summary

Example of data gathered in the survey

Personas, Empathy Maps, Opportunities Mapping

After finishing analyzing all the data from the survey and stakeholder interviews it was time to create personas and the necessary reports associated to them. We mapped 4 personas in total based on the data gathered and later mapped the user journeys.

At this point we started thinking on the possible IA and some very rough sketches and conducted some ideation workshops.

Initial group user journey

Individual user journey for one of the personas

Initial IA & user flow combined

Wireframing, Testing and Iterating

At this point we started working on low/mid level fidelity wireframes. With each iteration there was a new rounf of testing, new learnings from users. Also due to requirements and constraints from the business side an MVP version was agreed on and production mode started.

One of wireframes version

One of wireframes version

One of wireframes version

One of wireframes version

Production Mode - MVP

When we started production mode, business realized that the roadmap to deliver features like comparison, tailoring, etc were not feasiable for the MVP version and so we had to re-prioritize efforts. At this point we started producing and documenting high-fidelity designs and handing them off to developers as it was needed in the sprints.

Homepage

List of Results

List of Results - Loading

Package Info

OMNI Design System

As we created a style guide for this project (due that the original vision was for this project to be able to be sold as a white label product to other providers) the need to align the remaining of the journey experiences (in-store, call center, etc) become obvious. Using the consumer website components as a basis, the OMNI design system was born.

Design at Dixons homepage

Design System component documentation page

Post-Production Thoughts

In the end I couldn't see this project go live as I moved to Elsevier. There were quite a few challenges we had to overcome with this project, wether it was stakeholders expectations handling, aligning with multiple brands and teams, lack of easy access to users. We deployed an MVP version with the hope to keep iterating on.

This case study doesn't represent all that happened during this project neither all my contributions to Dixons Carphone during my tenure there.