Tata Docomo

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





Challenge


Tata Docomo wanted to redesign their website in order to further simplify the customer journey, reduce drop offs and elevate the website to today’s standards.

With a steady increase in the usage of mobile and tablets, there arose a need to create a responsive website. The website played an important role in helping the customer choose from various location specific plans that ranged from GSM and CDMA which could be further divided into Prepaid or Postpaid plans. So it was essential to display the plans in a very user friendly format.


Process


Once the challenges were established, we went through the analytics data of the existing site to further understand the problems. We met with the Tata Docomo team for a small brain storming session and also to determine the information architecture.

As far as the user groups of the website were concerned, we were at an advantage considering we had designed a few websites for Tata Docomo, prior to this. This led to the creation of personas rather quickly. The personas helped us to simplify customer journey and use case scenarios. We conducted a competitive analysis which helped us to create a features roadmap. Post this, we moved on to drafting rough wireframes and low fidelity mockups.


Solutions

A mobile first approach was adopted in order to create a responsive design. It helped us in understanding the core usage and features of the website. This was very beneficial while designing the mobile design as we did not add any luxury features to it. The principal utilities like bill payment, online recharge, my account, etc. were positioned at the top so the user could locate them without much hassle. This was followed by “featured promotions” and “manage your account” sections. We carried forward the same principles for the tablet and desktop designs.






The mobile plans section was designed in such a way that it would mimic a typical e-commerce products grid layout as the users found it very intuitive and comfortable. The plans were simplified and displayed in a very user friendly manner. When the user arrived on the mobile section page for the first time, he is prompted to choose his circle (location), so that he can be served with the different offers for that particular circle. Users could easily filter and sort the different plans offered and choose the one which suited them the most. Users were also provided with an option of comparing upto 3 plans.