Issue 1: Page labelling
The page title “Mobility Services" didn’t resonate with users and when I further investigated it we decided to call it what it is instead “Mobility Plan & Device”:
Issue 2: IA Customers’ mental model
Travel products are not associated as being part of customer’s plans. Clicktale videos further demonstrated the struggle users were having to find where to buy travel passes. Travel was moved to its own page.
Issue 3: Information & Design Hierarchy
When everything is important, nothing is important! Information was all over the place and customers couldn’t find basic details about their plans, like how many data, texts, and minutes they have. The page was displaying system non-user friendly pieces of copy, so we proposed integration with the internal CMS to solve this issue. Now users can know exactly what’s included in their plan.