Tata Docomo Shop (2012)

Tata Docomo, a joint venture between Tata Teleservices and NTT Docomo, is India’s sixth largest telecom operator (GSM & CDMA) in terms of customers.

The objective of shop.tatadocomo.com was created to be an e-commerce platform where it would simplify the decision making and purchase process and make it intuitive and easy for the customer.





Results


50 lakhs
Daily online sales revenue crosses Rs.50 lakhs

3 lakhs
Unique visitors per day over 3,00,000.

3%
The online revenue for Tata Docomo makes up 3% of the total revenue.


Challenge


There is a wide variety of location specific plans to choose from ranging from GSM and CDMA which can be further divided into Prepaid or Postpaid plans. This caused lot of confusion among the consumers which led to drop offs.

Process


The knowledge i gained a few years back while designing Tata Docomo’s main website - tatadocomo.com, helped me understand the various different criteria a user would consider while making a decision on purchase of plans, data cards and handsets. Tata Docomo had an extensive set of plans, so it was imperative to showcase these in a user friendly manner. Initial steps of the research included meetings with Tata Docomo’s Sales team and short user survey regarding their expectations and the challenges they faced.

Once the user groups were identified, user personas were derived from them. After this user interviews were conducted and with the findings (small tweaks in information architecture, user journey feedback, set of features) I had good insights for the structure of the website’s mock ups.





Solution



It was essential to keep the user journey quick and easy in order to achieve high conversion rates. For this I kept the user’s decision making process in one single page by dividing it into 3 steps -

Step 1: Enter the pincode of your location.
Step 2 : Choose the plan (or the device in some cases)
Step 3 : Submit.

To ease the user’s purchasing process, Tata Docomo introduced online chat assistance. A powerful search engine with features like auto suggest, spellcheck and synonym matcher was implemented. The checkout process used a single page with MOTO integration of all leading payment gateways.