About this project
The Carrier Journey is the user flow on Samsung.com that allows customers to buy, trade in, or finance a Samsung device through carrier partners.
Business goals
Increase the number of users successfully connecting their new devices to carriers by improving the end-to-end continuation rate.
Project goals
Analyze user behavior to identify friction points causing drop-offs, then refine the UX to create a more intuitive, efficient carrier setup experience.
Role
UX Designer & Subject Matter Expert (SME)
Tools
Sketch, UserTesting, Jira, Confluence
Design process
Carrier journey audit
Analyzing the complete customer flow to pinpoint usability gaps and areas for optimization.
Competitive analysis
Based on our competitive analysis, we identified key UX trends shaping carrier journeys across the e-commerce industry.
User testing & research
Add your pricing strategy. Be sure to include important details like value, length of service, and why it’s unique.
🔎 Our findings on users’ order of priority:
Device Selection – Users focus first on the device they want.
Total Cost – They next seek a clear breakdown of the full price after savings or add-ons.
Offers & Promotions – They want visibility and clarity on how offers apply.
Carrier Setup – Users need better guidance through carrier setup, which is often unfamiliar and confusing.
Prioritize
By combining insights from research, testing, and internal data, we identified 15+ friction points in the carrier journey. The issues were grouped into four main categories and prioritized as follows:
Low effort, High impact 🌟
Low effort, Low impact
High effort, Low impact
High effort, High impact
Ideate, design, test, & repeat
Based on our findings, here are examples of UX improvements we implemented to reduce confusion, boost NPS, and increase continuation rates.
