Tesco Mobile: Rapid design of best in class e-commerce phone shop.
Competitor review to identify best practice UX followed by rapid UX & visual design of the core mobile phone + contract purchase journey.
Brief
Create an interactive demo of what an ideal Phone Shop journey could look like if we adopted best practice UX & introduced a set of new features & improvements (listed in the brief).
Approach
Review of 4 leading competitor e-commerce journeys. UX wireframing of new target journey. Applying visual branding & UI. Production of animated demo videos for senior decision makers.
Outcome
A 'best of the best' purchase journey, taking the best ideas & features from each competitor. A complete journey with clickable prototype, ready in 10 days. A demo video, showcasing the journey & highlighting the improvements. A delighted director of e-commerce for Tesco Mobile.
Competitor review
A review of the e-commerce journey of 4 leading competitors to identify UX best practice for selling mobile handsets & contracts. Each competitor was rated on 14 distinct journey steps & the best in class execution selected for each of these steps.
Outcome: A visual & interactive infographic showing how each competitor performed on each step of the e-commerce journey.
The ideal 'hybrid' journey
Findings from the competitor review were used to identify a best-in-class example for each of the 14 steps of the e-commerce journey. These were then woven together to generate the ideal hybrid journey, which served as the starting point for the UX design stage of the process.
Outcome: A best practice hybrid journey as initial inspiration for the Tesco Phone Shop UX design.
UX & visual UI design.
The various steps of the e-commerce journey were organised into epics & then wireframed out. The ideal hybrid journey was elevated further with a set of specific features & enhancements from the project brief, whilst simultaneously adapting each step into a cohertent and consistent user experience. Once completed, a visual designer was brought in to apply the Tesco branding & visual UI layer to the complete journey.
Outcome: A high fidelity & visually branded page design for each step in the e-commerce demo journey, which covered all the requested features in the brief.
Ideal journey demo video
The screens were linked together into a clickable prototype & a video walkthrough of the entire journey was recorded.
Animations and annotations were layered into the video to highlight each key feature & improvement.
Outcome: The video was used by a delighted director of e-commerce at Tesco Mobile, to demo the future vision & strategy for the Tesco online Phone Shop to senior leadership.
©Copyright. All rights reserved.
We need your consent to load the translations
We use a third-party service to translate the website content that may collect data about your activity. Please review the details in the privacy policy and accept the service to view the translations.