Home Internet Router
A SHOPPING EXPERIENCE
UX Design | UI Design | UX Research
A Home Internet Router is offered by Straight Talk, a device that connects your home to the internet, allowing multiple devices, which requires users to check address availability to proceed with purchasing and installation.
Problem Statement
Users looking to purchase the Home Internet Router are often unsure whether the service is available at their address. The user experience needs to address varying levels of technical comfort among the target audience, ensure clear communication, and reduce frustration throughout the journey.
Design Problem
How might we design an intuitive, efficient, and seamless user experience for checking the availability of the Home Internet Router service across different channels (SMS, QR Code, and web) that accommodates both tech-savvy and non-tech-savvy users? The design should provide clear instructions, minimize friction in the address verification process, and offer helpful and motivating next steps when service is unavailable, ensuring users feel informed and empowered throughout the process.
Objective
The primary objective of this case study is to optimize the user journey for Home Internet Router availability, ensuring the process is simple and user-friendly across all touchpoints. The solution must allow users to:
Quickly check if the router service is available at their address.
Seamlessly proceed to purchase the router and select a plan if the service is available.
Easily opt-in for future availability updates if the service is unavailable.
Ensure that non-tech-savvy users have just as straightforward an experience as tech-savvy ones.
Solution
As the UX/UI designer for this project, I had the opportunity to collaborate closely with the development team to shape the core elements of the service design and user journeys for the first MVP delivery. This included crafting the UX, UI, and prototypes to support various end-user journeys, such as:
611611 (sms service at retail stores) NEW
QR Code (scanning at retail stores) NEW
Web (Staright Talk brand landing page) NEW
Third-party landing page (wireframes) NEW
Activation-flow (BAU), Refill-flow (BAU), Enroll in Auto-Refill-flow (BAU)
The design process followed a structured, user-centered approach, ensuring the development of a seamless and effective address availability check service. Each stage focused on understanding user needs, iterating on solutions, and refining the design based on continuous feedback.
Personas, Journey Maps, Flow Charts
The team began by conducting interviews and surveys with target users to identify their needs, frustrations, and preferences. Competitor analysis and persona creation helped establish key user characteristics, enabling a deep understanding of diverse user experiences.
AWARENESS LEVEL AT ENTRY POINT
BRAND - How familiar are individuals with the Straight Talk brand?
ST users: They have knowledge of ST products and services and trust the brand.
Non-ST users: They may not be aware of the brand, or they know about it but are not direct customers.
EQUIPMENT - What is their familiarity with the equipment?
This is related to their level of comfortability and understanding with the advantages of the Home Internet Router.
ST users: This technology is popular among competitors and offers a valuable connectivity option. Introducing this as a new product and service could help reduce expenses on internet service.
Non-ST users: There is potential for recognizing this advanced technology and viewing it as an opportunity to enhance connectivity while reducing internet service expenses.
PERSONAS
A) Budget-Conscious User
Seeks affordable, no-contract mobile plans with good value for talk, text, and data.
Needs reliable service for calls, texts, and moderate data use.
Prefers flexibility to switch plans or bring their own device without long-term commitments.
Shops online for budget-friendly, no-frills options and values simplicity.
Interested in easy account management and quick customer support when needed.
B) Cost-Conscious Home Internet Seeker
Looking for affordable home internet alternatives to traditional broadband with flexible plans.
Needs reliable, fast connectivity for multiple devices and activities like work, streaming, and learning.
Open to new technologies like home internet routers but unfamiliar with all options.
Frustrated with high traditional internet costs and long-term contracts.
Values simple setup, low fees, and the ability to manage service easily.
Journey Maps & Flow Charts
SCENARIO I
SMS Flow
Users sms to 611611 to receive guidance; text their address, and the system replies with availability status. Follow-up emails would be sent for unavailable addresses.
QR Code Flow
Users scan a QR code in-store; text their address, and the system replies with availability status. Follow-up emails would be sent for unavailable addresses.
SCENARIO II
Web Flow
Online purchase is possible if address check availability is granted. This flow covers many others entry points, while a new landing page has been added.
UX & UI Design
WIREFRAMING & PROTOTYPING
SMS / QR Code Prototype
A text-based flow that guides users through checking availability. In essence, this prototype seems to be designed to facilitate an easy, user-friendly experience where users can check availability by simply address input.
This experience was created to support the customer experience while is visiting phisically the retail store.
Most Home Internet Router buyers are new. Satisfaction varies:
90%
…from highest at nearly
…to lowest around
65%
Home Internet Router Landing page
Here is a dedicated landing page for the Home Internet Router, packed with specifications and resources to satisfy your desire for more information.
Web Prototype
The scenario outlines a well-rounded, user-friendly web experience that includes responsive design for the address check, a clear and informative checkout process, and additional post-purchase support through activation tips. It's all part of a continuous improvement process to enhance the customer journey, from addressing availability to guiding users through checkout and providing helpful follow-up information.
