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Case study

EE


Background


Our relationship with EE began when the Shop team were updating their product list, and needed to optimise their taxonomy to accommodate, as well as improve their navigation UI on both desktop and mobile.

Our solution to this was rapid usability testing to compare two prototypes, and to explore options for taxonomy using lab, and remote, tree testing. These first projects led to testing a series of iterated designs, to be confident in the navigation UI that was chosen before launch. Our solution to this was rapid usability testing to compare two prototypes, and to explore options for taxonomy using lab, and remote, tree testing.

These first projects led to testing a series of iterated designs, to be confident in the navigation UI that was chosen before launch. As a result of these projects’ success, we were invited to work across more EE products to inject UX research and expertise throughout the business, improving usability and customer service across multiple platforms.


We delivered


Over a period of two years, we worked with EE on 38 projects using a multitude of different methodologies to suit the individual needs of each project. This included recruiting a total of 618 users, using our existing participant database, and adding outreach to EE stores.

We collaborated closely with the team, including designers, customer service, project managers, and insight, to deliver a holistic approach to various challenges within EE’s multichannel offering. As standard, we delivered bespoke reporting options, from findings on the day, to extensive in-depth reports with qual and quant analysis, including eye-tracking.

We regularly hosted the EE team here in Leeds to observe testing, and travelled to present back our findings and generate solutions with the team in London.

qualitative research

38 projects

UX Partner

618 users


Topics included:

  • Site navigation
  • Shop
  • Upgrades
  • Help
  • IVR and text
  • Accounts
  • Data gifting
  • Pay as you Go
  • Pay Monthly


Methodologies included:

  • Usability testing
  • Tree Testing
  • Remote testing
  • Wizard of OZ IVR testing

Outcome


Over the course of 2 years working together, EE underwent numerous changes to the structure of the business as well as the digital and customer service offering. Our research provided a solid base of impartial user insights, so the team could move forwards with evolving user needs in mind.

Our findings and recommendations consistently helped to improve the website and customer experience, from reducing call-centre enquiries by optimising the flow of IVR automated top-ups, to drastically reducing drop-out in the contract sign up from, resulting in an uplift of over £1.5 million.

£1.6 Million

Uplift due to one change in contract sign-up form

The extensive programme of work for EE has also had lasting advantages for the way we work at SimpleUsability. Our IVR testing for EE was our first venture into Wizard of OZ methodology. This has been invaluable in pioneering new techniques to effectively, and naturally, test voice applications using Amazon Alexa and Google Home.




“I don’t think there’s anyone that do quite what SimpleUsability do. There’s an underpinning of quality in all of the processes that really impresses me.”

– EE, Alison MacLeod, UX Research and Accessibility Manager.

Want to know more? Get in touch

hello@simpleusability.com

0113 350 8155