Optimizing self-service for business customers
Taking a holistic approach to redesigning the business buyflow experience
Client
Altice USA Business
- Fourth-largest cable operator in the United States for business and residential customers
- Provides internet, tv, phone, mobile, and managed services to customers in 21 states
- 4.7 million customers
Services Provided
A unified e-commerce solution across multiple brand and service areas
While the Optimum brand had provided small businesses with an e-commerce solution for new customers in the East territory for some time, the Suddenlink brand in the West had found itself without a self-service option for more than a year.
The existing Optimum buyflow – the first for Optimum business customers – had an experience design based on the highly successful, higher-volume B2C buyflow, which was not ideal for business customers.
Altice Business faced challenges with publishing offers in a timely manner to customers, due to a cumbersome process for updating its enterprise product catalog. Additionally, Altice USA Business had undergone a brand overhaul, which meant that any existing solution’s interface was out of step with the new brand.
The redesign of the buyflow was an opportunity to address brand, experience, and operational deficiencies.
- UX Research + Design
- JavaScript (Node/Angular) Development
- DevOps
- Product Lifecycle Support
Delivering a self-service experience to telecom business customers
To understand the needs of the small-business customer, Spry undertook a user research study that included conducting interviews with small-business owners – ranging from a dentist office to a hair salon – and observing their experience completing tasks with the existing solution.
Two common themes were identified that could prevent successful conversion: overly branded terminology and a lack of clear pricing. Spry saw these as opportunities to address with the redesign.
The research also revealed that business customers generally opted for a build-your-own-bundle experience versus preset bundles of services, the leading experience at the time.
Synthesizing user research, prioritizing the low-hanging fruit
We prioritized any low-effort tasks in the redesign, while heavier-lift items were added to the product roadmap, to be planned and developed for later releases.
Optimizing the experience and funnel
We developed wireframes that reflected a build-your-own-bundle experience, allowing the customer to configure their services and compare pricing more effectively. The end-goal was to have customers feel more in control of their evaluation and purchase journey.
Technical architecture that improves performance and reduces delivery time
To solve the issue of not being able to expedite the publishing of new offers in response to the market, we created a new subsystem for managing the product catalog that allowed rapid translation of business rules directly into the buyflow code.
An expanded self-service footprint combined with an improved customer experience
Implementing the newer, user-focused buyflow in the East under the Optimum brand and rolling out the buyflow in western markets under the Suddenlink brand resulted in record sales for Altice Business.
More Web App work
Getting the party started for major players in the entertainment industry
Improving PreHealth advising at a top-ranked university
Build your brand through better digital experiences.