Phone Company Total Mobile Protection is a service and app that is a white label product Asurion provided to Phone Company.
Roles played: User Research, Prototyping, Testing
Project done in 2017
The Phone Company In-Store Interface came from a business need to increase sales of our Total Mobile Protection product by in-store Phone Company employees, who overall lacked education about the product.
I had done about 50 “man on the street” style guerilla user interviews before this design sprint in downtown Nashville with a cameraman. The focus of these impromptu discussions was mostly about people’s lack of education about their carrier’s offerings of the apps and services that were available. The vast majority of individuals we talked to had no idea that they could be receiving technical help from tech coaches for free.
With this knowledge, I co-facilitated a design sprint around how we could help in-store employees be clearer in their conversation about Asurion and Phone Company's offerings. We interviewed multiple Phone Company employees and their managers and heard them emphasize time and time again how it was difficult to differentiate between the bundle and what the pieces of our offering were.
We mapped out the customer experience of entering a store and what the purchase process is like, and determined that there was a critical downtime when the employee was getting the new device where a customer could be educated about the product offering. We realized this was a huge missed opportunity for education.
We knew based on discussions with employees that interactive displays are more effective than static displays or just looping videos. We specifically heard that looping videos got extremely frustrating to store employees as the audio was constantly on repeat, and they therefore often muted displays.
From group ideation we came up with a simple equation display that prompts different videos. We utilized existing videos that we had the rights to and placed them into a powerpoint specifically set up to loop a video (without audio) when not touched.
Prototype + Test
We tested the concept in a handful of Phone Company stores utilizing various ways of showcasing the interface. We saw increased purchases (around 10% more) of Total Mobile Protection at all stores where it was tested.
When we tested the concept we were able to send one of our employees to set up the test. Phone Company had an appetite to expand to 50 more stores, which means we had to think about getting it setup without having to send an employee every time. We found the best results happened with the table mounted tablet stand.
We then launched in 50 stores. We made the decision to utilize Powerpoint as our permanent interface, as it was not guaranteed that the stores would have wi-fi. This allowed us pre-load content, and to still have interactivity and video without relying on the internet.