Process

Competitive Analysis

Our team reviewed five competitors in the cell phone provider industry and pit them up against Bluegrass Cellular’s current website. We paid attention to where Bluegrass was holding its own against the competition and took note of where Bluegrass could reinvent themselves in order to stand out. We evaluated all cell phone companies in the following categories: homepage, navigation structure, about us page, plans and product offerings, support page and store locator. Although Bluegrass was on par with the competition in the support page category, they needed some help when it came to many of the other categories.

Stakeholder Interviews and Findings

After completing our competitive analysis, our team interviewed multiple stakeholders including C Suite executives and customer service representatives. Through our interviews we discovered that employees and customer service representatives had to use separate digital resources to support customers instead of referring to the website. In addition, we learned that customer service representatives received phone calls to help complete tasks that customers should be able to do on the website by themselves (ie: requesting a bill due date extension, calculating overage fees and making pre-paid plan purchases).

Outcome

Site Map

Once we completed our stakeholder interviews, we wanted to provide customers the same level of guidance and support online with the same friendliness and sincerity they get at the brick and mortar Bluegrass Cellular stores. We wanted to redesign the website in a way where content would be easy to scan and allow customers to feel confident and informed at all times. We decided to first tackle the redesign by improving the information architecture of Bluegrass via a site map. We brought focus to the most commonly accessed categories: plans and services; phones, devices and tablets; accessories and add ons. We relocated items such as my cart, business and store locator from the main navigation to the utility navigation, where users expect to find them. We streamlined the footer content and elevated the support, about and contact child links to make it easy to scan. Lastly, we consolidated pages that fell into similar categories (ie: grouping all the plans together and putting local commitment in the about category) eliminated pages that were broken and identified new content that could live on dedicated pages, such as promotions, government programs and troubleshooting.

Wireframes

The second part of our redesign came in the form of reorganizing the order in which information was presented on Bluegrass’ product detail pages. We wanted to tackle the issue of there not being any engaging content and imagery around products by making it easy to view multiple angles via a gallery and making customization (ie: color, memory and storage) and product highlights a priority. We also recommended that Bluegrass Cellular include product reviews to give customers a chance to hear from other people just like them when making a decision on which product to purchase. We also elevated the choice for customers to pick up a product in store by including real time inventory and the ability to check if other stores nearby have their preferred item in stock.