Case Study
Three Ireland
Bridging the customer experience during a massive digital transformation of Irelands biggest mobile telco. The brand was transformed and customers centred in a comprehensive digital-first approach.
The Brief
Re-imagine the customer experience across web touch points to integrate refreshed branding assets that needed to be optimised for digital settings, redefine user flows for conversion and establish Three as a best-in-class digital first brand. I worked on an agency team tasked with supporting governance and collaboration between multiple teams from the external branding agency to the internal digital team, business leads and external partners across development, content and marketing. We were the subject matter experts on user and customer experience design, appointed to ensure the success of an extensive digital transformation project. I led the visual & interaction design on web working to ensure a great customer experience that also worked within existing technical & content constraints.
Interactive prototype showing the homepage design and navigational flow through key conversion pages.
Design System Overhaul
A key part of my role on this project was working closely with the branding agency and internal client side digital design team to bridge the gap between the existing UI components and the new visual system being rolled out across digital touchpoints.
I worked with both development and design leads internally to review and optimise existing styles and elements while introducing new visual assets meaningfully.
What I Delivered
Responsive webpage wireframes
Updated digital brand guidelines
Refreshed UI design system components
High-fidelely screen designs
Interaction & motion design prototypes
Creative oversight
CMS Content entry & design
Refined design system components with redundant styles/elements removed and new brand assets seamlessly integrated.
Intentional Journeys
Lead by the Principal UX Director we worked alongside the internal design team and key business stakeholders to design a set of core user journeys that were intuitive and intentional. Our approach was to design the content flow to onboard and inform potential customers in a natural way to make sure they had all the information they needed to convert with personalised call to actions carefully included for maximum delivery.
Flexible Content Management by Design
I designed content modules that adapted to the amount of content added. One place to add content that you can build onto without needing a new module.
Summary
The result was an optimised web experience that unified the brand experience, put customers and their needs first and gave users an intuitive and enjoyable path that converted the curious into brand champions. We supported a talented internal team with a robust handover that allowed for a seamless integration and a framework for continuous improvement.
This case study is a work in progress but you can contact me if you’d like more details.
