Ctrlio: Mobile plan recommendation tool

Improving customer conversion rates at a startup.

Ctrlio is a small company building technology to radically improve the customer experience for comparison sites they partner with. Rather then having people scroll through lists of generic plans, they give people personalised recommendations which consistently deliver large savings. Their secret is to scan a person’s bill then create a custom list of recommended plans based on a users’ usage of core services such as utilities and mobile plans. They look for untrimmed fat in the bill, i.e. things a person paid for but didn’t use, then suggest a plan that better fits their actual usage. I was brought in as an external consultant to increase the number of users who sign up or make a purchase while using the mobile plan finder tool (responsive web).

Results page of Ctrlio web app on laptop
Results page of Ctrlio web app on laptop

My role on the project

Responsible for conceptual designs and recommendations that could be incorporated in to the Ctrlio product backlog and implemented in the near future. I worked closely with the product manager and designer to deliver this body of work.

Results

Designs and recommendations were received well internally, and have been implemented on the webapp (exact results pending).

Approach

There were three key stages to work I completed:

Analysis

It became evident the value proposition needed to be communicated more clearly so users had a stronger reason to complete the sign up up process. Additionally, Ctrlio needed to do a better job differentiating themselves from comparison sites by emphasising the fact their service provided personalised recommendations and smart alerts which sent people a list of recommendations when their current contract ended.

Design

I set to work by redesigning the core journey, taking a mobile first approach. There were three key aspects to the redesign:

  1. Highlighting the filters, which encouraged users to tailor the recommendations, giving them a greater sense of ownership and control over the results on screen.
  2. Increased clarity and personality of the instructional copy
  3. A bolder CTA for users to sign up for reminders when their contract ends. This replaced a social sharing module that wasn’t performing well and also wasn’t as important to Ctrlio’s core objective — encouraging users to switch mobile plans.
Left: Results landing page (original design). Right: Results landing page (redesign)
Left: Results landing page (original design). Right: Results landing page (redesign)
User testing

Conducted a round of user testing on usertesting.com with a Marvel prototype then produced a report with core recommendations and findings.

Work samples

Left to right: early stage concept, detailed wireframe, final design (produced in collaboration with visual designer
Left to right: early stage concept, detailed wireframe, final design (produced in collaboration with visual designer