Work

Boost Mobile

Position

Senior Product Designer

team

Rick Holladay

Sonica Kulkarni

Software

Overview

Activation/the number transfer process is often the most intimidating and painful aspect for customers. It consistently feels daunting, time consuming and complex. The goal was to create a more calming and simplified activation experience.

Specifically, I was asked to take a “blue sky” or future state approach that would have minimal directives.

Beginning my research, I wanted to understand the frustrations straight from the customers perspective. Outside of utilizing the internal data gathered, I watched youtube videos, tik toks, read blogs & forums like reddit. Doing this allows me to hear customers venting first hand about their activation experiences or providing insight on ways to simplify/make the process more understandable.

Competitive Research

Approaching the blue sky aspect of the project , I did some competitive research seeing how other telecom companies are addressing activation, as well as looking at other companies onboarding that deal with personal information such as banks or other financial institutions.

Mascots are often used
The voice/tone play a big part in how technical/complicated the steps feel
The best flows felt inviting and supportive

Key Learnings

Visual Guides are helpful
Reduce the cognitive load for each screen. Means potentially adding steps to reduce cognitive load.
Simplify language. Make it more casual and not sound as technical
Make instructions clear on where to find necessary information
Intro screens are helpful to ensure the user has the right information in front of them

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Research shows the incorporation of a brand mascot has been shown to increase the emotional connection with consumers by 41%, while brands utilizing mascots are positioned 37% better within their industry

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