Lifestyle Communications - View it live ↗ | Tammy Kim

The Problem

Due to the pandemic, there was a loss in foot traffic to their brick-and-mortar retail store locations. Not only were their sales negatively affected, but employees were calling in sick and unable to work. As a result, Lifestyle Wireless identified an opportunity to unlock existing and prospective client growth by focusing on their current users: their corporate clients--more specifically, their corporate employee enrollment portals, which utilize WyrkFlow’s SaaS platform. The challenge was building on the WyrkFlow framework with minimal effort since the corporate employees are already incentified to complete the flow as they were promised to obtain an employee discount upon enrollment. My clients believed the solution was simply to improve the design of the login portal homepage as their current site was outdated, confusing, and often led to frequent calls to Lifestyle Wireless’ helpline.

The Design process

Due to the pandemic, there was a loss in foot traffic to their brick-and-mortar retail store locations. Not only were their sales negatively affected, but employees were calling in sick and unable to work. As a result, Lifestyle Wireless identified an opportunity to unlock existing and prospective client growth by focusing on their current users: their corporate clients--more specifically, their corporate employee enrollment portals, which utilize WyrkFlow’s SaaS platform. The challenge was building on the WyrkFlow framework with minimal effort since the corporate employees are already incentified to complete the flow as they were promised to obtain an employee discount upon enrollment. My clients believed the solution was simply to improve the design of the login portal homepage as their current site was outdated, confusing, and often led to frequent calls to Lifestyle Wireless’ helpline.

The Design Process.

I decided to conduct user research and foster empathy within the team in order to understand the target user’s needs and align them (the stakeholders) on product vision. The solution was a step-by-step onboarding flow that allowed new users to easily navigate the information in digestible steps. The client-facing tool leveraged Rogers’ existing brand libraries and patterns as well as Lifestyle Wireless’ commitment to their customers.

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Vision alignment: Create empathy for the users

The first step was to align with stakeholders on the improved vision for the tool. We needed to confirm who our target users were so we could focus in on their specific needs. We also did some brief product audit work and some feature prioritization with current pain-points. These workshops and collaboration sessions were all facilitated remotely using MIRO and Zoom. 

In our vision alignment workshop, the goal was to foster empathy among the team as our target users cover a broad range of ages and backgrounds.The range was anyone within the range of employment age, which is 16 years to 70 years of age.

We then aligned on our top three goals for success with this tool: Clients feel the portal aligns with the Rogers brandClients find value on a recurrent basis with featured discounts and valueLess confusion and calls to the helpline.

Together we mapped pain points and opportunities then prioritized them with two additional activities:Affinity mapping to narrow down the focusFeature matrix for “nice to haves” but not priorities(See Miro activity here).

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Competitive analysis

Next, we focused our competitive analysis on four other Rogers-authorized dealers that have similar corporate portals with access to member discounts. We compared their sites to see how they align with our top three goals for success.

Observation #1

How might we align the site with the Rogers brand so customers feel like the site is trustworthy and secure?

Observation #2

How might we guide a user to obtain more value from the tool and stay engaged?

Observation #3

How might we guide a user so they do not feel overwhelmed with content or images upon entry to the site?

User flow

Once I understood the competitive landscape, I dove into the various user flows that were being implemented by their competitors. What worked? What did not? How might Lifestyle Communications ask the right questions at the right time in order to anticipate customer pain points and ease the customer journey? What resulted was a distinctinon between existing and new Rogers customers, and then a further distinction from there before they entered the online ordering portal.

Low-fidelity wireframes

In order to synthesize these insights, I moved rather quickly into the low-fidelity wireframes, iterating on various visual layouts and content hierarchy options for their homepage - this would be the first page customers see that leads them to where they need to go.

High-fidelity prototyping and flow

Once we settled on a direction for the design of the primary analyses for the MLP (Minimum Lovable Product), I began to iterate on the visual design for the onboarding pages directly in the browser by creating a template and utilizing the WyrkFlow framework where the site is hosted.

Challenges and next steps

Scoping on this project quickly became an issue once I started the user research with the team. Nevertheless, by getting decision-makers to participate in uncovering the issues through an online workshop, I was able to also quickly get buy-in for a more in-depth onboarding experience that required more than just redesigning the homepage.

Next steps:

Given the scope of the project, the features we uncovered were “parked” for future consideration.
I would like to see the entire checkout flow re-designed and examined for efficiency from start to finish.
I would love to get more feedback on how the site can continue to be improved upon and whether Lifestyle Wireless has gained more loyal customers as a result.

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Note: Happy to walk through Figma/MIRO files via screen-share if you’d like to zoom into details or ask any specific questions.

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