Role
UX Designer
Year
2020 - 2021
Industry
B2B2C Telecom
User Activation
BrandVNO Web Portal oversees all interactions between telecom network providers and their customers. This project introduces user activation logic into the Web Portal to streamline customer management and integrate it seamlessly with the existing product suite. View live
Terminology
OXIO Admin: Internal OXIO members, from Operation team or Marketing team (OXIO Ad)
Brand Representative: Business's representative (Brand Rep)
End-user: Business's customer
MSISDN: Phone number
Line: Phone number and SIM are managed through and attached to
IMEI: International Mobile Equipment Identity - unique 15 digit ID number of each electronic device
Industry-standard practices
Plans are activated at the time of purchase and NOT when SIM is inserted into a device.
Basic information requested to create an end-user account: First Name, Last Name, Contact Information, Address, Email, and Identification. IMEI number of the device is also required during the set-up process.
Each pre-paid plan renewal is standardized at a 30-day duration. Renewal date can differ between months.
Whenever a top-up is made, the purchase amount is deposited into a “balance”, whenever the plan is up for renewal, and the balance is debited to grant the next renewal. If there is no balance, then renewal is not granted
Problem statement
The current line activation flow has some gaps and remnant implementation details from previous dependencies, including:
Entire end-user management is run through “dummy” end-user logic meaning lines when created are automatically assigned to ghost end-users. Assigning a line to a new end-user is not possible, and the only way to input the end-user information in the system is to update an existing “dummy” end-user information.
Selling a line/sim/number involves interaction with a real customer, therefore selling business flow is now deeply impacted by this “dummy” end-user logic as it causes many issues around line, sim, phone number, and end-user management.
Persona
OXIO Internal - Customer Operation Team and Marketing Team (OXIO Admin)
OXIO's Clients - Brand representatives (Brand Rep)
User journey mapping
Pain points
End-user Registration
Currently flow only allows updating of end-user information but no flow to register a brand new end-user
Updating end-user information input fields are limited: No address form, no identification ID input, no other personal information such as DOB or email address
No feature to manage all end-users
Many lines are mistakenly determined as sold because there were no ways to keep track of end-user whether they're “dummy” end-user or real end-user.
Line Activation
To sell a line -> user has to search for a line first then edit the dummy end-user's information to make it a real end-user.
No way to flag then a line has been sold
No way to track the IMEI tied to the line (In-store device purchase)
No way for in-store agents to trigger number porting when selling the SIM or validate typo error of a phone number after accidentally being ported
Line Information page isn't available
Solutions
Userflow
The userflow was determined, reviewed, and updated many times throughout the design process. Below is the final userlow which was determined and defined to reflect all of the solution requirements of the final deliverables.
1. New end-user activation flow
2. Merging new flow into existing flow
3. Sell-A-Line Flow
Wireframing
Design review
The wireframe prototype then got shared with the Customer Operation team members, FE, BE, and other stakeholders to get feedback. This process takes more than 2 weeks since the feature involves large updates that required contributions from many people. The prototype also got shared with Brand Representatives to get feedback and ideas for improvement from different perspectives outside of internal OXIO. After the wireframe review process was conducted, many ideas and solutions were gathered and collected to build the high-fi. Below are some of the design review meetings on zoom.
Summary of updates
End-user creation
The address input form will support international address input, specifically North America: Canada, US, and Mexico.
Identification input type will have different choices: Passport, SIN (Social Insurance Number - Canada), SSN (Social Insurance Number - US), CURP (Tax Unique Identification - Mexico).
Email or Identification number will be pushed to be unique for each end-user registration, meaning one email/ID - one end-user.
Sell-A-Line flow
SIM input will come with Line Type and IMDEI input
Providing porting number choice during the selling process with clear instruction of how to port and clear error return messages.
Option to sell a line to an existing end-user and option to reassign a line to a different end-user.
NG-ZORRO | Ant Design System
OXIO is currently using NG-ZORRO, an Angular UI component library, for the BrandVNO Web Portal. Therefore, Ant Design System for Figma is used for prototyping. Below is a peak of the Ant Design System in Figma.
High fidelity
Due to the heavy volume and the complexity of the design, the high fidelity is displayed here under User Stories which would help the flows much easier to understand.
User story 1
As an portal use, I want to be able to manage all end-users of a brand and manage individual end-user
User story 2
As an portal use, I want to be able to register a new end-user and edit an existing end-user's information when it is needed.
First Scenario
End-user isn't registered in the system.
Second Scenario
End-user is registered in the system.
End-user info input Before and After
User story 3
As an portal user, I want to be able to sell a line without going through “dummy” end-user flow.
More review
Continuous synchronous communication is very important for this project since the OXIO team is across global with different members being at different timezones. More review comments were dropped in Figma files to further perfect the prototype. Every single comment would be reviewed carefully along with updating the UI as needed. Below are just some of the comments that were made throughout the product design process. Till there were no more new active comments were made, this further review process was finally completed for final UI delivery.
Final deliverables
This is the final prototype that covers all of the product requirements which satisfy all of the listed above user stories. The prototype includes additional UI scenarios, for example: return error messages or confirmation modals. It is also clickable, so please explore as you wish.
Success metric measures
Number of issues selling lines to end-user decreased by 95%
At the end of Q4, number of purchased lines rose by more than 56% compared to Q3
100k SIMs connected to OXIO network in mid-Dec, 2021
100k
SIMs connect Dec 2021
56%
Line purchase increase
95%
Sale issue reduction
