Goal
Reduce call-centre volumes for common tasks—like checking usage or viewing bills—by helping customers discover self-service options within My EE. Success was measured by a drop in calls for the top four call reasons.
Welcome journey
Discovery
Call data showed customers were calling about features already available online. To align priorities, we defined user and business goals based on existing insights and assumptions.
Exploration
Working with the Product Owner, we brainstormed ideas and identified a Welcome Journey as the most promising approach. A competitor review of onboarding experiences helped shape the layout, tone, and type of content to include.
Challenge
We needed to find a way to introduce the journey without interrupting users. Dev team raised performance concerns about the animation, so we explored alternatives to maintain impact while keeping load times low.
Testing
I prototyped two design options and tested them with six participants. Four preferred the carousel format, finding it clearer and less disruptive. I then produced high-fidelity screens and collaborated with another designer to optimise animations using GIFs, ensuring smooth performance.
Outcome
Although impact wasn’t immediate, analytics showed a 20% increase in repeat logins to My EE in the weeks following launch—suggesting customers were becoming more confident in self-serving and relying less on call support.
