👩🏻💼 Role: Project Leader as a Digital Team Intern
⏱️ Duration: 2 months
💡 Context: Project as part of my internship at Orange
📁 Skills: UX design, UI design, Benchmarking, UX research, Data Analytics, Adobe Photoshop
One of the company's objectives was to push more customers to choose and migrate towards fiber internet. However, the dedicated page on the website was not receiving enough traffic or generating enough conversions (visitors who become customers). For these reasons I, alongside another intern, was tasked with creating a digital strategy proposal for fiber internet.
I joined the project during my time as an intern in the digital team. My contribution to this project includes the early part of the design process, by first assessing the current stage of the page by researching best practices and analyzing the current data we had. I was also in charge of creating a proposal and a first iteration of what the page could become.
Getting more visitors and lowering the bounce rate on the different pages. The goal for this was to get people to know about fiber internet and have them stay on our webpage long enough to familiarize themselves with the offers we have.
With a more optimized flow, we would be able to keep customers longer on our site and have them better understand what our product is and become more likely to turn into conversions.
Our objective was to make sure that visitors would turn into customers and make sure that our pages reflected the quality and value of the product and that no step in the customer journey would create any blocking towards making a purchase. This was our main and biggest objective that the strategy needed to solve.
| Company | Positives | Negatives |
|---|---|---|
| Free | - The advantages of their product forwards as a first contact point that the client has with the page, and included practical benefits that the user can get as well as some that established trust in the company and in the particular high quality that they provide. - Their customer journey was also interesting as each membership package had a dedicated page that provided the user with additional information. - Their pages also used negative space, which is a design method that helps with the organization of information in a clear and non-overwhelming way. | - The presentation of the packages was too low on the page and thus the user needed to scroll further and spend more time on the page looking for necessary information. |
| Magenta Telecom | - The landing page was concise and displayed the information that the customer needed but not more. - The membership packages were at the top of the page which shortens the amount of time that the customer needs to spend looking for information and thus avoids having a high bounce rate. - The page also displays an additional information section which was done very visually to avoid having large amounts of text which can deter visitors from staying on the page longer. | - The page was not well organized and was not visually appealing, the flow from one section to another was confusing and sometimes counterintuitive. - The membership presentation sections also needed more content as they lacked detailed information which could deter a visitor from making a purchase. |
| Orange France | We found that their landing page displayed the advantages of their products at the forefront as well, and similarly to “Free” dedicated an additional page to their memberships. However, an addition unique to | |
| them was the creation of a section for customer support that provided visitors with different touchpoints to get help and assistance. | The problem with the pages that we noticed was mainly that it was very wordy and textually heavy, the page showed very few visual elements which can be straining and seem like too much to read for many visitors. The memberships were also not put forward properly and were hidden behind large amounts of information that was less important which made their page hard to navigate. |