RESPONSIVE E-COMMERCE EXPERIENCE
Wearable device launch
B2C • E-Commerce Product Launch • Service Design • User Experience Design • Interface Design
Results
This programme delivered improved internal collaborations. Delivering a mobile-first optimised UX design with improved component interface design to support better product storytelling of features and improved e-commerce online user experience design
Challenge
ThreeUK partnered with I.am+ to launch an innovative wearable device, combining ThreeUK's commitment to mobile industry improvement with Will.I.Am's vision for technology liberation. Their integrated marketing campaign spanned social media, online platforms, stores, live concerts, and press coverage.
However, ThreeUK faced challenges with a confusing checkout experience, leading to customer frustration and declining device sales. Mobile traffic conversion rates were low, and internal communication issues hindered program delivery.
Scope
UX Strategy
User Research
Usability Testing
Competitor Analysis
E-Commerce Design
Stakeholder Management
Information Architecture
Response Design
UX Copywriting
Design Systems
ThreeUK & I.am+ collobration
Three's commitment to making things right in the mobile industry made it the perfect partner for will.i.am and his i.am+ vision to set people free from constraints imposed by today's technology.
E-commerce challenges
• Customers confused by the checkout
• Falling device sales
• Fewer contracts being taken up
• Failing to serve growing mobile traffic
• Low conversion rates from mobile
• Challenging internal communications
Dial from I.am+
• Unique first untethered wearable
• Personal Assistant AneedA
• Millions of tracks at no extra cost
• Independent digital team funded
• Chance to revisit Three's e-commerce
• Opportunity to improve internal comms
Market insights
How are the market leaders selling their products, providing marketing information, using responsive design and converting mobile traffic?
Above: Competitor analysis of industry leaders within the wearable marketplace
3 phased launch
Internal stakeholders & external agencies were involved, including marketing, publicity, social, comms, promotional teams, the start-up, i.am+ along with the advertising agency Wieden & Kennedy
Sharing the solution plans & keeping the communication tight across the teams enable requirements to be feed in early, providing the opportunity for iteration which empowered a delivery that serviced the business as well as the customer
Above: Workshop sharing wireframes and launch process inline with business wide launch strategy
Cues from market leaders
We designed an architecture to provide a clear and concise product overview. This allowed customer time to understand the concept before getting into the more detailed section of the site focused on acquisition which included specifications and ordering functionality
Above: Information architecture of microsite and e-commerce experience
Concept overview
Dial's products introductory page announced the creator and the collaboration with Three exclusively. Here customer could find product overview, key features, advertising campaigns, social sites and positive press
E-commerce facelift
Simplification with focused content was a common theme for wearable industry leaders. With a mobile-first approach, we developed an e-commerce experience which would stand up against these market leaders online presence which meant developing some of the approaches currently being used for Three UK.
Simplification & reduction
Taking a mobile-first approach empowered simplification of content and focused stakeholders with ideal requirements for the product details which made sense for Three's customers
Mobile-first approach
When using a mobile-first approach we were able to assess the content hierarchy, assess feature functionality, consider visual design to improve the usability of ThreeUK's e-commerce experience
Validating improvements
Through user testing, we were able to quickly iterate, improve and confirm the required content for customers was delivered in order for users to be able to successfully fulfil an acquisition request
Above: Product page view on iPad device
Team collabration
Delivery is always about working closely with others and this project was no exception we worked closely with site builders, those managing the CMS system and it was through this tight co-operations that the team was about to achieve one of the most successful launch implementations for the business.
Above: Interface Design for Wearable overview panel
Launch party
To help launch his new wearable device, Will I am pulled together a free event open to selected lucky ThreeUK customers, he used his industry connections to provide an incredible amount of additional publicity & press helping to push his startup's new wearable device, Dial.
Above: Shots from the product launch party, concert and artist performances
Understanding his customers
Will I am knows his fan base and was able to rack up some impressive social engagement to help spread the word of his new product launch
Above: Twitter feed with example of the buzz created around the concert & product launch
Improvements
With the implementation of this unique product release for Will.I.Am's new wearable device. The product team at Three were able to make some huge improvements to their e-commerce user experience.
Better integration
• With internal senior stakeholders
• External creative agencies, such as Wieden & Kennedy
• Collaboration with the products startup company i.am+
• Internal development teams
• External PR and Social agencies
Easier e-commerce
• Mobile-first experience
• Improved component interface design
• Improved product storytelling
• Streamlined product feature list to be user-focused
• Site integration with TV advertising launches and release
