COMPARISON SITE | OPTIMISATION | RESPONSIVE DESIGN WEB | 2019

How might we help customers save money on their bills by researching the market and confidently switching to the most cost-effective providers?

Company background

uSwitch is the leading UK-based price comparison site. It allows consumers to compare specs and prices between a range of energy, personal finance, and communications services.

The situation

I led the design from UX research to UI as well as the implementation stage for the uSwitch Mobiles vertical. It provides comparisons between mobiles contracts and Sim only deals.

Key objectives

1. Improve the comparison experience on mobiles.

2. Investigate ways to improve the conversion rates of our main funnels.

3. Built a broad and relevant portfolio of tenancy opportunities for the commercial team and partners.

The design process

Information Architecture

I constructed an IA map highlighting core user journeys, representing main traffic sources and keywords leading to each funnel. This helped our team with prioritising the work on a specific user journey, UJ1. The journey has the biggest traffic and potential to lead to the most significant impact on the company's revenue.

Wireframing & Prototyping

Apart from redesigning and testing, I also investigated a complete redesign of the uSwitch Mobiles vertical and illustrated how it would look in a couple of months. It helped us assess how everything will interlink and rationalise the number of components to support the development team in working more efficiently in the future.

User Testing in labs

I conducted several tests in labs with the help of a UX researcher to validate the new interface on mobiles. We focused our research on filter functionalities and comparison table redesign to identify red flags and areas of improvement.

UI Design 

Results

Two A/B Tests showed significant improvement in the conversion rate. Therefore, the design was adopted and fully launched. We also built a broad and relevant portfolio of tenancy opportunities for our commercial team and partners.

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