US Cellular Buying Experience
Enhancing the buying experience for US Cellular
US Cellular, one of the leading mobile network operators in the United States, needed to enhance their online purchasing experience. Customer feedback indicated that the buying process was causing friction and our team was challenged with how to improve transparency and clarity in the shopping experience to empower customers in their decision-making process.
Client
US Cellular
My Role
Sr. UX Designer
Team
Accenture
Project Length
3 Months
Our UX team conducted extensive user research, which revealed that users struggled with understanding promotional offers, experienced friction with the checkout process, and had difficulty calculating total costs for phone and plan combinations. Through UX research and stakeholder interviews, we identified key buy flows to focus on and identified critical touchpoints in the user flow that would enhance the user experience.
We implemented a user-centered solution focusing on three key areas: promotion clarity, streamlined processes, and pricing transparency. The new design featured a guided buying experience that personalized promotions based on user eligibility, clear progress indicators, and expandable pricing details. Through iterative testing and refinement, we created an experience that significantly improved user comprehension and satisfaction. The redesigned interface successfully balanced simplicity with detailed information, allowing users to make confident purchasing decisions while meeting business objectives.