ROGERS • CONNECTED HOME

Boosting Customer Confidence in the Rogers Ignite Buy Journey

July 2020 - March 2021

Summary

  • Role

    As Product Design Lead at Wayfair, I drove design and research efforts for supplier payments and ocean logistics, managing three teams and fostering a user-centered culture. 

  • Challenges

    Suppliers faced inefficiencies like fragmented data, slow reconciliation, and high support reliance, eroding trust and increasing costs. 

  • Solution

    Through supplier research, internal analysis, and cross-functional collaboration, my team delivered solutions including centralized financial data, automated reporting, invoice simplification, and streamlined disputes. 

  • Results

    Results included a 40-second triage time per ticket (down from 2:40), +30 NPS improvement, and enhanced support efficiency. 

The Problem

Rogers Ignite faced a significant challenge in converting online visitors into buyers. Despite many customers exploring Internet packages, few initiated the online BuyFlow. Instead, a majority abandoned the journey, opting to call customer service or visit a store to clarify their doubts.

Key insights included:

  • Customers lacked confidence in selecting the right Internet package to meet their needs.

  • Jargon-heavy terminology (e.g., Mbps, Gbps, download/upload speeds) alienated non-tech-savvy customers.

Customers sought personalized guidance, often asking questions like, “Will this package let me work from home and stream Netflix without issues?”

Research and Discovery

  • Listening to Agents through the Voice of the Frontline Program

    We interviewed passionate customer service agents to understand how they assist customers during calls. Agents boosted customer confidence by asking insightful questions, such as usage habits and household needs, and tailoring recommendations accordingly.

  • Defining the Target Audience

    Primary audience: Non-customers unfamiliar with Internet terminology and needing help to match packages to their specific use cases (e.g., streaming, remote work).

    These customers required more guidance and education throughout their journey.

  • Competitive Analysis

    We studied how other companies used tools like plan builders, quizzes, and decision support systems to simplify complex purchase decisions.

Journeys and Flows

The Solution

Based on our findings, we designed a Recommendation Tool to simulate the agent-customer interaction and provide personalized package suggestions.

Key Features and Approach

  • Questionnaire-Based Interaction

    • Designed a series of simple, jargon-free questions that focused on customer use cases (e.g., “How many devices do you use?” or “Do you game or stream movies?”).

    • Each answer was assigned a value, contributing to a weighted algorithm that matched customers to tailored Internet package recommendations.

  • Mobile-First Wireframes

    • Created user flows, interface wireframes, and prototypes with a mobile-first approach to ensure accessibility and ease of use.

    • Integrated additional educational content to answer common questions and address knowledge gaps, empowering customers to make informed decisions.

Remote User Testing

Conducted usability testing through UserTesting.com, targeting non-Rogers customers who identified as non-tech-savvy. This allowed us to validate the tool’s effectiveness during pandemic restrictions.

 

The Results

The implementation of the Recommendation Tool delivered impressive results:

Customer Engagement

  • Achieved a steady 90% tool completion rate, with only 10% erosion from start to finish.

  • Over 40% of customers who completed the tool and received a recommendation initiated the BuyFlow within 24 hours.

BuyFlow Conversions

  • Customers who interacted with the tool were significantly more likely to start the BuyFlow compared to overall customer behavior.

  • Even customers who didn’t follow the tool’s exact recommendation reported higher confidence and proceeded to make purchases online.

Improved Decision Confidence

  • The tool replicated the agent experience, giving customers the assurance they needed to choose the right Internet package.

Are customers finding it?

What proportion of customers are clicking to start the tool?

Are customers using it?

Testing to see the drop-off rates after starting the tool

•Tool flow rate steady at ~90% tool completion rate
•Only 10% erosion from start of tool to completion

Are customers trusting it?

How often Customers are taking the recommendation

•Chart clearly shows that the majority of recommendation takers are doing so immediately within the tool;
•There is a significant bump in BuyFlow starts here when compared to overall.

•Recommendation influences Customers decision to buy even if they are not taking the recommendation;
• There is a significant bump in BF starts here when compared to overall.

 

Comparing Customer Buyflow Engagement (Overall vs Within 24 hours of seeing their recommendation)

Over 40% of Customers who have completed the tool (and seen a recommendation) have started a BuyFlow

Reflections

This project underscored the value of Continuous Discovery and collaboration:

  • Continuous Discovery: By implementing a real-time feedback dashboard, we monitored how customers interacted with the tool, identified opportunities for iteration, and refined the experience based on ongoing insights.

  • Collaboration: Working closely with product, engineering, and stakeholders was critical in translating customer insights into a seamless, impactful solution.

By focusing on customer needs, we reduced friction in the purchase journey, improved customer confidence, and significantly increased online sales conversions.