Sprint.com: What Users Look For When Switching Mobile Network

Impact

The improved homepage banner resulted in 45% lift in total clicks, 67% lift in total click through rate and an initial 1.94% click to conversion rate (for Image 4) which later on settled at 0.62% for Image 5 (refer below). When analyzed with respect to individual CTAs, there was 0.59% increase in users wanting to explore plans.

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Motivation

Through feedback surveys and analytics data, we realized potential customers weren’t very satisfied with the information around switching to Sprint. The steps weren’t clear and the pages did not convey the benefits of switching to Sprint network.

We Wanted To

Build a data-driven page and homepage banner for prospects to explain the benefits and steps of switching to Sprint.

What I Did

Designed usability study combining navigation test, click test and surveys to understand:

  1. What do users like/dislike about the current landing page?
  2. Do users understand the benefits of switching to Sprint?
  3. Does the information on current page motivate users to switch to Sprint? If not, why?
  4. What can be done to improve the banner on the homepage?

Upon consent, Participants audio and screen were recorded during navigation tasks. Once the data was collected and analyzed, the team worked together to produce the redesigned landing page and homepage banner

What I Found

  1. There were multiple CTAs on the landing page which led to the same target. This was contradicting users' mental model as they believed each CTA led to a different page
  2. Too much text does not well emphasize the benefits of switching to Sprint
  3. The steps involved in the process to switch need to be highlighted, preferably placed in the first half of the page
  4. There should be a way for users to check plans and coverage
  5. Through homepage banner, users wanted to know more about pricing and incentives to switch
  6. The slogan associated with the banner was found to be 'too generic' by users

Before Vs After: Landing Page

Image 1:
Image 1: Initial landing page which was live on sprint.com
Image 2:
Image 2: Landing page after redesign and UX research

Homepage Banner

Image 3:
Image 3: Initial homepage banner regarding switching to Sprint
Image 4:
Image 4: Redesigned homepage banner based on UX research findings
Image 5:
Image 5: Second iteration of homepage banner encouraging users to switch

Team: Lanae Evans (Visual Designer), Lauren Thomas (UX Copywriter), Silpa Vipparti (UX Researcher)