ING, UX for Service Portal at ING (2019, Interim)
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Customer Journey Mapping
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UX Research
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UX Design
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ING, UX for Service Portal at ING (2019, Interim)
-
Customer Journey Mapping
-
UX Research
-
UX Design
​
ING, UX for Service Portal at ING (2019, Interim)
-
Customer Journey Mapping
-
UX Research
-
UX Design
​
Project: Internal Venture Tita Toys at Sanoma Innnovation Lab
Tita Toys, educational app for kids in the age 2-5 years old
Role: Customer Development, UX Researcher, UX Designer
Characters and animations are designed by Kristof Luyckx
Project: Quantitative Testing (A/B testing)
Conversion Design Telfort Shop Mobile
Role: Lead Design, Experiment Design, Conversion Design, Interaction Design, Visual Design
Understand the user
Use of online persuasion
Experiments
A/B tests that gather evidence-based insights
Growth
Higher conversion/completion rate
Top 5 Key Learnings Evidence Based Growth at Telfort
Key learning #1
Adaptive design for mobile device and desktop is absolutely necessary to increase conversion
Goal
Form completion rate which leads to an increase of CombiVoordeel conversion
Hypothesis
By redesigning the CombiVoordeel form by separating the form into two clear steps centred on the page, we should increase CombiVoordeel form completion and overall conversion
Impact
By making the steps multiple steps fitting on the screen (no scrolling), the form completion rate increased
Key learning #2
Identify customer segments and adapt designs to these segments to increase conversion
Goal
Increase conversion
Hypothesis
By making customers' testimony and satisfaction (that is gathered through Usabilla feedback) visible on the checkout, we will reassure users about their purchase intention. Therefore, the conversion rate should increase
Impact
Adding a users testimony at the check out improves conversion for retention users. An interesting learning is that the increase is significantly higher for handsets (12%) than for Sim Only (4%) customers. Interesting insight is that iPhone buyers are more influenced by the testimonial than Samsung buyers are. For iPhone it increased conversion rate by 15%, for Samsung phones by 4%
Key learning #3
There are so many ways to design a product detail page, and it pays off to find that superhero page, that combines all learnings from previous experiments to have more impact
Goal
Increase conversion rate by adding all single learnings from previous tests together on one page so we can have more impact
Hypothesis
By changing the blocks to a more relevant position in terms of purchase steps (duration/data bundle/calls instead of data bundle & calls/duration) and resize the visual to a smaller variation so the bundle is seen above the fold, we will ease the bundle selection and should therefore increase our conversion
Impact
Combining all learnings is a success, the conversion rate increased on mobile. Interesting learning: on desktop, there is no conversion uptake
Key learning #4
Using personalisation (NBA’s) in the ordering process with a specific relevant offer, massively helps customers convert to cross-sell
Goal
Increase the number of customers that fill in the CombiVoordeel form, so we create customer loyalty and increase conversion rate
Hypothesis
By adding it as an additional step to the configuration funnel only to recognized Telfort Thuis customers instead of the general sticky bar at the top, it will increase users filling in the form and by seeing the benefits in this stage, and that will increase conversion
Impact
By changing the sticky element into an extra step only for recognized Telfort Thuis customers, it increased conversion rate
Key learning #5
Mobile vs Desktop users behave totally different seen by the conversion rate of the same design on different devices
Goal
Increase conversion
Hypothesis
Based on marketing insights, Telfort users are not aware of our roaming offer for data. By putting an EU flag next to the GB, it will ensure the proposition is clear and should, therefore, increase conversion as it makes it more appealing
Impact
Adding an EU flag on the PDP’s impacted negatively the desktop, however, on mobile, there is a conversion increase