Note: Certain details have been generalized or omitted to respect confidentiality and proprietary information.
Background and goal
The goal of this study was to evaluate the discoverability of add-ons within an updated business Internet purchase flow, as users didn’t always notice them in past iterations. I also assessed whether users understand how to choose from the IP options offered within this flow. In addition, users were given two versions of this prototype, and I determined the pros and cons of each version to create the ideal overall experience.
Recruitment
I recruited my participants from a sample of prospective customers with representations across genders, incomes, races, ages, and locations nationwide. Participants are private sector employees who are involved in or responsible for purchasing business Internet for their companies.
Method
Qualitative usability testing with a relatively small sample size, which is ideal for identifying pain points and opportunity areas to refine design and messaging.
I interviewed participants remotely, guiding them through various tasks within a prototype of the business Internet purchase flow. I assessed the usability throughout, asking them questions from the moderation guide I wrote. I also probed for further insights as necessary.
Key Takeaways
• Users prefer the version that displays plans before add-ons, as choosing a plan is their primary goal.
• Some prefer button CTAs over hyperlinks, as they find it is a more obvious next step.
• Users are able to easily navigate through the steps of adding a plan, router, and add-ons–including static IP–to their order.
• They also generally have enough information to make purchasing decisions in terms of plans and add-ons.
• Some want more consistency in how unlimited data is characterized within the plan tiles.
• Several find the "Learn more" wording as an entry point for the add-ons misleading, and would prefer clearer language such as “See options.”
• Some users want to see prices listed in the collapsed summary of their purchase selections for further confirmation.
Detailed findings
01: Participants have no usability issues
Most users, in both versions, would naturally start by selecting a plan from the initial page. A few would first go to the Internet & Mobile tab, and then select a plan after exploring their options.
All participants can easily navigate through the steps, including adding a plan, router, static IP, and the help desk add-on to their order. All find it obvious that they have to purchase a plan and router before they are able to add static IP.
02: Users think the order of the flow should stay as is
All users think that it makes the most sense to first select the plan and router first, and then assess their add-on options. They view add-ons–including IP address, security measures, etc–to be secondary. Most point out that the plan might determine which add-ons they are eligible for, or would need based on what’s included in the plan. A few users mention finding it logical to start with the base (the plan), and build from there.
03: Users find the level of information appropriate
Most users feel they have enough information about the plan to complete their order. However, one user wants to know what an economic adjustment charge is, as well as the costs beyond the first year, spelled out in the plan tiles. Another wants to know how many devices each plan would support. Most also have enough information about the add-ons to comfortably proceed, and a few mention finding the static IP pop-up helpful. Some users want more details on what exactly the support add-ons entail.
04: Users point out areas for improvement
A few are unsure why “unlimited data” is displayed differently between the two plans, and want this clarified. Several users are confused by the Learn more wording as the Activation & ongoing support entry point, and want it to say See plans, See options, or Select. Some users want prices listed in the collapsed selection confirmation summary so they can easily track their totals before checking out.
05: Users prefer the flow version with less room for error
Most users prefer the flow version that doesn’t allow them to make the mistake of attempting to select an IP address first. One user also mentions liking that this iteration feels more condensed and efficient. Some users prefer the other version, as they find the button CTAs more clear and actionable than the hyperlinks found in the first version. They also appreciate the blue banner directing them to choose a plan and router before they’re able to add static IP.
RECOMMENDATIONS
Remove hyperlinks for actionable steps and implement button CTAs.
Maintain consistency in how unlimited data is displayed across plan tiles.
Use clear language for next steps; “learn more” is too vague to be actionable.
List out prices in the collapsed selection confirmation summary for clarity.
IMPACT
Pinpointed areas of improvement for stakeholders, including designers, to iterate on designs to positively impact users and ultimately increase revenue.
