Designing a more flexible streamlined buyflow

Worked on envisioning, testing, and implementing a drastically new design for Spectrum Cable. My responsibility was over the buyflow for both desktop and mobile. A highly technical section of the overall experience that starts when a customer begins their order and ends when the order has been completed. I created new design ideas, contributed to the evolution of the product's designs principles, and collaborated with many people and teams to achieve the best outcome.‍

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Restructure page ownership for better results

Prior to my arrival on the buyflow team, teams owned entire pages. For a lot of teams this works, but the configuration of plans, services, and hardware really starts on the product pages for mobile devices. I really wanted to own the entire flow, from the beginning of configuration to the end of the purchase, so I worked with leadership to approve a new hybrid page structure that allowed us to own the entire configuration aspect of the mobile product pages and let the "learn" team handle the parts of the page that fell under their area of expertise. This allowed us to create better, more logical flows, and help increase conversation rates.

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Flexible Flows

One of the biggest challenges in this project was handling the complexity of building a modular system that needed to be flexible enough to accommodate the needs of all residential customers. With so many potential options and different configurations we needed to build a system that only displayed what was useful to each customer. I designed many styles of systems, built prototypes, and worked with usability researchers to determine the success of each design.

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Defining success through metrics

Throughout the design process, the systems, changes, and ideas I created were routinely measured by metrics to evaluate their success. Problem areas were identified if pages were being abandoned. Also, the very minimum for a new design that replaced an old one was that the metrics had to at least be on par with the metrics for the old design and hopefully have metrics better than the old design. User research performed lots of tests and analysts reinterpreted the metrics to help provide guidance on where the actual problem areas might be. It was then on us as the designers to create new solutions to improve the metrics of those problem areas.

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