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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. 

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Project Duration

April 2020 - March 2021

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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

  • Ensuring users mobile phone bills were easy to understand 

  • Allowing users the ability to increase their mobile allowance

  • 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. 

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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

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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

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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

Design Library

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.  

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