
The Three App
Overview
Permanent role as Lead Product Designer for Three, working on their core utility app used by 5 million people.
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My goal was to address the issues causing customer complaints and improve the overall app experience.
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Designing for app requires a precise balance between blending brand guidelines with iOS Guidelines and Material Design Guidelines to support the best practices of user interface design.
In three months, successful registration went from 19% to 71%. Call centre complaints dropped by 50,000 a month, saving over £110,00 a month, and NPS increased by 14 points.

Project Duration
April 2020 - March 2021

Background
During the COVID-19 pandemic, Three were forced to close their high street stores. This meant that more customers were using the app than ever before. The increased traffic put a strain on the app and issues began to emerge.
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Following an investigation, I addressed a number of areas that required improvement. Working in an agile environment, I focused on many areas including:
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Registration and Login
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Ensuring users mobile phone bills were easy to understand
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Allowing users the ability to increase their mobile allowance
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Creation of a design library to be AA accessible
Registration and Login
The first priority during this project was to assess the registration and login journeys.
I conducted an analysis of user feedback surveys, app store reviews, analytics data and interviews with call centre staff.
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The issues identified meant that users were getting stuck in a loop of partial registration, or were unable to register at all.
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I implemented a number of changes, from new functionality to layout and design improvements.
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In three months, successful registration went from 19% to 71% and call centre complaints dropped by 50,000 a month.

270%
rise in successful
registrations
Understanding your bill
During my evaluation of current issues, I identified the bills tab as an area of the app that I felt needed improvement.
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There was a distinct lack of visual hierarchy and the modules presented were not in a logical order.
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I designed a new layout, to increase scannability and allow the user to quickly find the most useful elements on the page.
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Following testing, the new designs proved to be three times clearer than old design.
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3x
Designs rated 3 times
clearer in testing

Increasing your allowance
It was part of my role to improve the ways in which customers could increase their allowance of data, calls and texts.
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I investigated the issues and designed a new flow and applied a clean and scannable layout which dynamically presented information to the user at the appropriate time.
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I ensured the all new designs passed AA accessibility standards for contrast and type sizes.
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Following implementation of the new designs Three successfully launched six new products into their catalogue.
2x
Doubled conversion of
Key Performance Indicators

Creating a Design Library
I created a library of reusable resources to speed up work flow and allow for future iterations to be rolled out globally.
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It was the first time this had been attempted in the ten years the app had been running.
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The library ensured a faster workflow and allowed for consistent use of colour, type styles and icons for easy editing across all design files.
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All elements in the design library were designed to promote the app to WCAG AA accessible status.
1
Master library of
reusable assets

The final designs
After ensuring a user friendly experience and creating a design system. I then applied this to create a new user interface.
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I made sure to create a fresh look and feel, staying true to Three's core brand. I used layout, typography, colour and selective use of icons and images to develop final, quality user interface designs.
