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UScellular

Small Business website Redesign

UX Design Lead: Tianyu Qiu

UI Design: Allison Tenn

Design Manager: Jerime Bernhardt

Project Snapshot

UScellular is a Regional cellular service provider, which their local small business customers  are significantly growing in the recent years. However, their website and services are not fully up to date for their potential customers' needs. 

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The task for the design team is to conduct a website audit, key stakeholder interviews, and competitive analysis to understand business needs and pain points, so we can give the best recommendation for a new website design.

Client / 

UScellular​

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Service / 

UX Design​

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Role / 

UX/UI Design Lead

/Senior Consultant

 

Agency / 

Deloitte

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Year / 

2023

Design Context

Small business website

  • Identify the user persona and optimize user experience on the website.

  • Conduct key stakeholder interviews to understand the pain point of business needs.

  • Conduct competitive analysis to study what are the key competitors' approach to the small business customers.

  • Provide key content strategies to convey value proposition and messaging for the customers. 

  • Design the site map and user flow based on the studies and research.

  • Design the entire user experience for the uscellular.com/smallbusiness website

  • Work directly with the Project owners  to finalize the User Stories and BRDs (Business Requirement Descriptions) before creating user journey/flow or any designs.

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  • Work with Deloitte Consultants and strategist to provide the best recommendation for this webpage. 

Define

Competitive Analysis-Affinity Mapping

Affinity Mapping.png

Key findings from competitive analysis affinity mapping

Key Findings.png

T-Mobile's small business plan comparison (Example)

Key Findings - Plan Comparisons 3.png
User Flow.png
Sitemap.png

Design

Lead the customers to identify themselves as either small business or large enterprise, which will direct them to different part of the site. 

UScellular Business page

Choose your business size.png

Wireless Page

BiR Wireless Page.png

UScellular Business page

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UScellular Small Business page

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UScellular Small Business page

BiR Landing Page.png

Wireless Plan Comparison Page

BiR Plans Page.png

UScellular Small Business Wireless page

D - Name of Work.png

Results

  • 12% increase in online conversion

  • 20% increase in engagement 

  • Expanded new business opportunities for Deloitte

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