Trade-in Device
Overview
I was part of a trade-in program for 2017 to design online trade-in experience. In this project, I led the UX design from the start to the end. Based on last year's trade-in promotion feedback, I approached the design thinking to improve user pain points. The results of my design points are:
1. Tell users whether their device is eligible for trade-in ASAP.
2. Suggest right promotion to qualified target users.
3. Deliver clear instruction on how the user receives trade-in credits and how shown in the cart.
4. Allow users to use trade-in at all entry points (I have omitted this part due to confidential information).
Design Process & My Role
In this project, I led the UX design from the start to the end. Since T-Mobile planned the promotion through trade-in program, I worked with the marketing team. Also, work closely with assurance team to provide trade-in value to users quickly and smoothly.
Define problem: Understand users pain points from previous project.
According to the data provided by the program manager, about 73.3% of online users were not able to receive trade-in credits successfully in 2016. There were a lot of reasons including user returned the iPhone without turning off the find my iPhone feature. Users were also confused with how they receive their trade-in credits. While promotion credits immediately applied to cart, standard trade-in credits applied to their next bill. These pain points resulted in increased care calls and customer dissatisfaction
The Challenge: Create the scenario to meet all business requirements
The biggest challenge was to prepare for the promotion without knowing the specs of the new iPhone. In fact, PM and I built many virtual scenarios to meet the business requirement from the various team.
So, PM has arranged those documents, and I created two major types of scenarios: standard trade-in and iPhone promotion. Then I created the persona and moved onto IA and wireframe.
Design Approach 1: Tell users whether their device is eligible for trade-in ASAP
With the current trade-in quote tool, the user had to select the carrier, make, model, and enter IMEI to determine if the device has no issue with trade-in. But it's IMEI number that assurance team needs to check. So I was trying to find a way to improve and reduce the steps for users.
While I worked with the assurance team, I found out that the IMEI number alone could pull up the information of a carrier, make, and model name for the device (about 80% accuracy). So I designed quote tool that asking the user to put IMEI first.
By dialing * # 06 # on your phone, the user could find IMEI number for the device. I thought something visual element would help user since the most of people are not familiar with where to find IMEI number. So I created animation and applied to Framer by using Lottie.
Design Approach 2: Always provide the best trade-in value to users
Promotional banners are not enough to convey enough knowledge to users. I have designed the trade-in quote tool to provide promotions to the right users for promotions. All user has to do is making a choice.
Design Approach 3: Deliver clear instruction on how the user receives trade-in credits and how shown in the cart.
From the data, many users thought that they could get trade-in credits right away so they went to cart to check their total price. However, the standard trade-in would be credited to the next bill cycle when the user successfully returned the phone to assurance team. So, I explained how to get trade-in instruction and receive credits on trade-in confirmation page and cart page.
Iteration
The project timeline changed because the company decided to launch the trade-in service with the launch of Galaxy 8. Thus, the design and scope of the project have modified:
1. Tell users whether their device is eligible for trade-in ASAP (Delivered MVP version)
2. Suggest right promotion to qualified target users (Delivered MVP version)
3. Deliver clear instruction on how the user receives trade-in credits and how shown in the cart (Delivered)
4. Allow users to use trade-in at all entry points (Delivered)
With final delivery, If the user checks the phone value in the TQT page, on the next page lists the promotion options available to the user.In October (2017), T-Mobile offered $300 to any customer who trades in an iPhone 6 or newer in good condition for an iPhone 8, iPhone 8 Plus, or the iPhone X.
Result
The trade-in device service launched with Samsung Galaxy 8 in July 2017, and we got 3.8% of market share of the trade-in service. When iPhone 8 launched in October 2017, we had almost doubled the number of the market share (6.67%).
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