Cogeco New Shopping Experience
Cogeco is a Canadian telecommunications and media company, offering internet, telephony and cable TV services. In 2023, a comprehensive competitive assessment of Cogeco.ca combined with web analytics data determined that the digital shopping experience needs to be redesigned to improve the customer experience.
Overview
Working within a 3-person design team, I was involved in the initial research, conceptualization, design and testing of the checkout buy flow and the product browsing pages.
Date: 2023
Tools: Figma, Drupal, Storybook, Miro, Jira, Google Analytics
We began with a comprehensive competitor analysis of various checkout flows from other telco competitors.
We analyzed the customer segmentation data and created personas, user statements.
This set the tone and direction of the design process.
I wish I could find a provider that helps me understand what my family needs in term of Internet and entertainment.
I want to find what is best for us, at a fair price, in a few simple steps.”
- Cogeco customer base
We collaborated in design workshops that focused on the information architecture of the catalogue and menu.
User flows were created to map out decision points and provide framework for the low-fi wireframes to come.
Wireframes began with low-fidelity and focused on the content structure of the page.
As we polished up the wireframes, new components were created for the Cogeco Design System.
Key elements of the shopping experience, including the catalogue card, went through design iterations.
Impact
15% Increase in conversion rate
An overall decrease in cart drop-out and time on task in the checkout flow led to a 15% increase in the conversion rate.
5% Increase in net promoter score
Surveys conducted 3 months after the checkout revamp showed an overall increase of positive sentiments, and a 5% increase in NPS number.