jamesolsen.
Work
About
Belong
Redesigning Belong’s internet sign-up into a single-page experience
Led the redesign of Belong’s internet ordering flow into an accessible, single-page experience, lifting conversion from 3.6% to 5.4% in the first week.
~154k
searches per year
~154k
searches per year
Belong
Redesigning Belong’s internet sign-up into a single-page experience
Led the redesign of Belong’s internet ordering flow into an accessible, single-page experience, lifting conversion from 3.6% to 5.4% in the first week.
~154k
searches per year
~154k
searches per year
Problem
A disjointed sign-up experience hurting conversion
Customers were forced through a disconnected ordering journey, where an outdated address check, split-page flow, and accessibility gaps made it harder to complete sign up.
Problem
A disjointed sign-up experience hurting conversion
Customers were forced through a disconnected ordering journey, where an outdated address check, split-page flow, and accessibility gaps made it harder to complete sign up.
Solution
A multi-page experience into a seamless one page
The solution consolidated the multi-page journey into one accessible ordering experience, with a redesigned address check and a simpler flow that helped customers move from eligibility to sign up with less friction.
Solution
A multi-page experience into a seamless one page
The solution consolidated the multi-page journey into one accessible ordering experience, with a redesigned address check and a simpler flow that helped customers move from eligibility to sign up with less friction.
Understanding the problem
Three friction points were dragging the flow down
From previous customer research we had done over the years, we had identified that there was 3 cores issues that were causing friction in this flow
1. Multi-page
Research showed users disliked being taken to a different page after entering their address. The problem compounded when they wanted to check a different address — they'd be pushed to yet another page. The whole flow felt jarring and worked against what users expected from a simple eligibility check.
2. Ineffective component
Research showed users disliked being taken to a different page after entering their address. The problem compounded w hen they wanted to check a different address — they'd be pushed to yet another page. The whole flow felt jarring and worked against what users expected from a simple eligibility check.
3. Semantics
Research showed users disliked being taken to a different page after entering their address. The problem compounded when they wanted to check a different address — they'd be pushed to yet another page. The whole flow felt jarring and worked against what users expected from a simple eligibility check.
Current flow
Understanding the current flow
To understand what going to a multi-page flow I had to map our current one and how that would look if we to simplify that. The mapping out the flow show even a simple change address functionality in our current flow was poor and took the user away to another page that had no internet content on it.
Current flow
Understanding the current flow
To understand what going to a multi-page flow I had to map our current one and how that would look if we to simplify that. The mapping out the flow show even a simple change address functionality in our current flow was poor and took the user away to another page that had no internet content on it.
Component
Understanding the address check
Based on user research, there was a few main things that customers wanted to know when checking their address:
Can my address get internet?
Is there any fees?
Along with these main points there was additional information that users raised during user research and they were:
What is my connection type?
Can I get fibre?
Additionally, due to legal compliance we had to show a Maximum Attainable Speed (MAS) alert to a certain cohort of users.
When you compare break the information related to these question and most of the users in the research. It came clear that the primary information was a result message and the address linked to that address. Everything else that appears for certain addresses or users became secondary information.
Component
Understanding the address check
Based on user research, there was a few main things that customers wanted to know when checking their address:
Can my address get internet?
Is there any fees?
Along with these main points there was additional information that users raised during user research and they were:
What is my connection type?
Can I get fibre?
Additionally, due to legal compliance we had to show a Maximum Attainable Speed (MAS) alert to a certain cohort of users.
When you compare break the information related to these question and most of the users in the research. It came clear that the primary information was a result message and the address linked to that address. Everything else that appears for certain addresses or users became secondary information.
Solution
Simplifying the experience
One of the main things for new the address check is that we wanted a simplified experience that showed that you got confirmation that you’re eligible for internet more. While our currently ours does display if you’re eligible it doesn’t do it effectively due to the fact you get taken to another page with result. From user research we knew this caused friction with customers as people didn't realise
Solution
Simplifying the experience
One of the main things for new the address check is that we wanted a simplified experience that showed that you got confirmation that you’re eligible for internet more. While our currently ours does display if you’re eligible it doesn’t do it effectively due to the fact you get taken to another page with result. From user research we knew this caused friction with customers as people didn't realise
Solution
Button or no button?
One of the key changes in simplifying the experience was deciding if we need a search button or not. After consulting with the accessibility team that we did not need one; because in the context of address search for internet eligibility the expected behaviour that clicking a link from the address dropdown would fire the search.
Solution
Button or no button?
One of the key changes in simplifying the experience was deciding if we need a search button or not. After consulting with the accessibility team that we did not need one; because in the context of address search for internet eligibility the expected behaviour that clicking a link from the address dropdown would fire the search.
Solution
Semantics, solved by design
An issue with our existing site that got solved with the design of the new component was the semantics of the internet page. By designing the component to a form field we could move the header of ‘Check your address’ out of the component and be a header of the page rather than the component.
Solution
Semantics, solved by design
An issue with our existing site that got solved with the design of the new component was the semantics of the internet page. By designing the component to a form field we could move the header of ‘Check your address’ out of the component and be a header of the page rather than the component.
Outcomes
A new simplified experience that showed from launch
We launched a new simplified experience that had reduction in 2 pages that users had to go through. The new single page experience and new uplifted address checker component increased our conversion by 47% (3.6% to 5.2%) compared to the week prior.
Outcomes
A new simplified experience that showed from launch
We launched a new simplified experience that had reduction in 2 pages that users had to go through. The new single page experience and new uplifted address checker component increased our conversion by 47% (3.6% to 5.2%) compared to the week prior.
Component
Breaking the component down to intent, function, and needs
For this project, the real challenge was designing an address checker that felt intuitive and covered the issue that our current one
Intent
Let a user enter their address and get a result on their internet eligibility.
Function
Address in (manually or address lookup) → results out.
Needs
What information users actually wanted at their address.
Thanks for stopping by.
Built with love by me
I acknowledge the Jagera people and the Turrbal people as the Traditional Custodians of Meanjin (Brisbane), the lands I work and live. I pay our respects to the Jagera and Turrbal Elders past, present and emerging.
Thanks for stopping by.
Built with love by me
I acknowledge the Jagera people and the Turrbal people as the Traditional Custodians of Meanjin (Brisbane), the lands I work and live. I pay our respects to the Jagera and Turrbal Elders past, present and emerging.