The persistent demand on our design team to accommodate older devices prompted me to initiate an inquiry: Who are the individuals still utilizing iPhone 4, and how might we encourage their transition to more modern devices?
Senior UX Design Manager - Amin Swessi
Visual Design Team - 6 Members
UX Design and Research - 6 Members
Copy Team - 2 Members
Analytics Team - 2 Members
Adobe analytics revealed the number of mobile visits to Sprint* between September 1, 2018 – December 29, 2018 exceed 93%of over all traffic .
The total 40,047,429
In a deeper dive to better understand the audience it was identified that 62% of those mobile visits were from a Apple device with a screen size of
320x480.
The total 25,155,697
*Visits includes, login, Dashboard and payments screens
Of those devices user engaged and converted various Multiple types of iPhone products – with the trends suggesting they aspire for the latest device but will purchase what they can afford.
The Data:
All homepage traffic for 320x480 apple devices and product conversion table
Isolated Prospect traffic suggests potential customers and unauthenticated users are actively searching to upgrade to a the latest device. Base prospect customers data really exposes the opportunity and the aspirational desires of our customer base.
The Data:
All homepage traffic for 320x480 apple devices and product conversion table
Will a text based upgrade program for base customer who currently own a iPhone 6/6s; convert to an XR with an (value-elasticity) trade-in option and forecast a scalable, AI supported upgrade chat solution to migrate the potential 25m iPhone 4 users.
KEY REQUIREMENTS
Target Identified Segmentation
Generate Chat Matrix and Marketing Tactics
AI Intergrate, Care and Telesales
Test begins when users is messaged and marketed too online,Via email or direct text to engage user in Text test.
Ex. *552 text sent “Upgrade”
Welcome Message – main text navigation
This can include suggested text language that can prompt
An AI experience. Actions such as Help, Call are Start over
Self identifying -
-IMEI self identifying tool. Step 1 in trade-in-text
YELLOW UP SELL TEXT
A marketing incentive base prompt that requires no action, but informs user of potential savings.
Trade in Value Messaging
You’ve got $200 dollars towards a apple device….
iPhone upsell messaging
Offer Prompts
Links take you to the PDP page – user can always return
Back to the text to complete the order
Device Selection
Sprint complete include.
Shipping or Pickup Flow Begins.
Pickup flow
Users enters location
For pick up.
This was a great successes and became the primary focus of the Chief Product Officer. A team was create to bring to market a solution that could meet the demands of all the devices. Text to upgrade should be able to happen from any device but needs to happen in the next 3 months.
The Example below are designs i created in a company wide Hack-a-thon decided to to this opportunity. It was accepted as the overall winner and was submitted as the guideline for what was ultimately DASH -- an mobile concierge services that was launched independantly of SPRINT.
A break from traditional mobile carrier mentality .
