Simplifying Service Plan Selection

Challenge: Customers struggled to compare service plans and quickly determine which option best fit their needs.
Goal: Simplify plan comparison, improve scanability, and create a more intuitive purchasing experience.
Role: UX Designer
Team: 1 UX Designer, 1 UI Designer

Research Overview

Research with 11 existing and prospective customers evaluated redesigned desktop and mobile service plan experiences. Participants compared the redesigns against the current experience to identify opportunities to improve plan comparison, content clarity, and purchasing confidence.

Key Findings

Users struggled to understand specialized offerings
Participants were often unsure what features such as Hotspot, Car Smart, and Add-Ons were intended for.

Plan details were easy to miss
Important information, including international calling benefits, was frequently overlooked during plan comparison.

Customers wanted clearer plan differentiation
Participants preferred a layout that made it easier to compare plans and understand key benefits at a glance.

Design Solutions

Improved Plan Hierarchy
Plans were reorganized to make pricing, data allowances, and key benefits easier to compare.

Increased Feature Visibility
Supporting information for features such as International Calling, Hotspot, and Add-Ons was surfaced more clearly to reduce confusion.

Enhanced Mobile Experience
The mobile experience was redesigned to improve scanability and support faster decision-making on smaller screens.

Outcome

91% of participants preferred the redesigned service plans experience over the existing version.

Participants reported:

✓ Easier plan comparison

✓ Faster information discovery

✓ Cleaner visual organization

✓ Simpler decision making

✓ Greater purchase confidence

Key Improvements

Easier Plan Comparison

✓ Clearer plan differentiation

✓ Better scanability

✓ Faster decision making

Reduced Confusion

✓ Clarified Hotspot, Car Smart & Add-Ons

✓ Improved plan descriptions

✓ More intuitive information architecture

Improved Purchase Experience

✓ Cleaner visual hierarchy

✓ Easier navigation