Driving Subscriptions With a Clear Path to Purchase
Verizon approached Method looking to overhaul their Connected Car app experience. They offer in-car wifi subscriptions to smart vehicle owners and allow users to sign up through a dedicated app. Users can purchase and manage their in-car WiFi with this application. They came to Method because they wanted to improve their existing in-app experience. They had received feedback that purchasing and managing wifi through the app was confusing and difficult to navigate.
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Problem
Users weren't sure how to link their smart vehicle to the application to purchase and manage in-car wifi. They had difficulty understanding what and how to purchase.
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Solution
We created a wifi ordering experience that steps the user through adding their vehicle and then purchasing a wifi subscription. With clear UX copy and a defined path to purchase we were able to qualitatively improve the user experience.
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About the client
Verizon is one of the top three telecomm providers in the United States. Their Connected Car team is focused on helping customers stay connected on the road whether they have a new car with built-in Wi-Fi or an older car without it.
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Research
Getting immersed
Understanding the context
Step number one was understanding what we were jumping into. We were a small team of two people against the problem. We started by meeting with each of the stakeholders to understand why they were undertaking this project. We wanted to know why and why now?
Getting to know the users
The next step was identifying who we're designing for. Who is purchasing in-car wifi subscriptions? Why? What friction points do they currently experience in the purchasing and management process? We were armed with questions and thankfully, the ability to get them answered.
We started by preparing interview guides for some moderated user research.
Identifying problem areas
We had user personas and a high-level understanding of opportunities for improvement within the application. However, before jumping into solutioning it was critical that we see users perform the tasks in the app ourselves. So, as part of the initial user research, we observed users going through the process of purchasing and managing wifi using the existing application. This was critical for us so we could clearly pinpoint where the friction points were in the existing customer journey.
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