Cox Onboarding Welcome Page
A new landing page for current customers to learn more about their Cox products and services, as well as a destination for their onboarding.
Problem
The current setup of the welcome page and account management page have similar functions which results in duplication of content, inconsistent user experiences, and confusion regarding where to find specific information. It has caused an increased bounce rate and lower engagement.
Roles & Responsibilites
Lead UX UI Designer / Project Manager
Duration of project: 1 month
Tools Used : Figma, Adobe Photoshop, Asana.
Goal
The goal is to consolidate the welcome page and account management page to to streamline user interactions, reduce cognitive load, and enhance overall usability by providing a single, cohesive interface for users to access relevant information and complete tasks seamlessly.
Onboarding Reimagined
Cox Residential Welcome Page
Design challenges on the current sites:
The current customer onboarding page is complex and not focused on any specific tasks.
Users may abandon tasks if they encounter complex or confusing directions especially if errors aren't clearly indicated or if the onboarding process is lengthy and convoluted.
Both pages are falling short in performance.
high bounce rate.
Technical jargon and fluffy marketing language.
"Dumb it down as I am older and may not understand your terminology"
"I'm lost in the terminology, so user guides and instructions are useless."
Limited feedback and error handeling
Users may feel frustrated if they encounter errors without clear explanations or if their actions don't result in expected feedback.
Design solutions:
Cox Residential Account Management Page
Shift how we talk to users
Convesational, directive, guiding the users with clear steps and expectations.
Don't make users work for it
Effectively give them information they need using real-life examples. How do we deliver so much value they save it for future reference.
Responsive Design
Design page so users can access it on different devices.
Industry is moving towards best in class
Aspirational brands like Mint Mobile are leading the way, and MSO partner Xfinity have began working in this direction.
The Voice of the Customer
I worked closely with the stakeholders to analyze over 1,100 interactions from the embedded survey on each landing page.
Findings :
Embedded survey on both pages
Users find page overwhelming it is cluttered with too much information, distracting elements, or advertisements, making it difficult to focus on what's important.
Users might struggle to read content if it's presented in small font sizes, poor contrast, or overly long paragraphs without breaks
Inconsistencies in design, such as varying fonts, colors, or button styles, can confuse users and disrupt the overall user experience
Speaking the Users Language
I collaborated with our copy writer and developed an appropriate user journey and refined information architecture and presented it to the stakeholders. Once I received stakeholder buy in this gave me a launchpad to create wireframes of the consolidated page.
Screenshots of content strategy slide deck for Welcome Onboarding page design.
Let's Wireframe
During this stage I collaborated closely stakeholders and UX Researcher to clarify the structure and layout of the components. I needed them to concentrate on core features and user interactions without being distracted by visual design elements.
Iteration 1
Iteration 2
Reflection
Looking back
I truly appreciate the opportunity given to lead this project and feel extremely proud of what we produced. Staying within scope felt somewhat challenging, as there were times when I could envision more ways to contribute to the design but this provided an opportunity to inform clients of best practices and make updates in hopes of laying the foundations for a solid design system.
Looking forward
I would love to measure our success by,
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conducting usability testing with UX Researchers to identify pain points
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track CTA conversions through the clickable link
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monitor retention and gather user feedback
Additionally, I also see an extension with the use of AI becoming an integral part of the product, and would love to see that come to life!
