Competitive Study for Telefónica O2
We conducted a competitive study to evaluate the client's mobile e-commerce platform, aiming to improve customer experience and enhance competitiveness.
Project Overview
We conducted a qualitative user test to compare the client’s mobile e-commerce platform with two leading competitors.
Using observation and the think-aloud protocol, we explored how customers make purchasing decisions and identified the factors that influence their choice of e-commerce platform, particularly when price is not the primary consideration.
Project Challenges and Objectives
Provided Solution
Results
Broader Impact on Customer Experience Strategy
The research prompted discussions across teams about the necessity of adopting a more holistic approach to customer experience (CX). Teams started exploring ways to enhance not only the usability of the e-commerce platform but also to better align overall brand perception, customer service, and marketing efforts with customer expectations.
Strategic Marketing Adjustments
The findings indicated that customers were not aware of several key advantages of the platform, such as trade-in bonuses. Consequently, marketing teams are now concentrating on clearer communication and campaigns that emphasize these unique selling points, thereby enhancing brand positioning.
Cross-Functional Collaboration
This research promoted teamwork among UX, customer support, and marketing teams to ensure that all customer touchpoints—ranging from online purchasing to after-sales service—deliver a seamless and trustworthy experience consistently.
Improvements to E-commerce Experience
The client’s teams are now prioritising specific usability enhancements, such as clearer communication regarding contract-free purchases and a more intuitive interface. Ultimately, this has led to a company-wide recognition that customer experience must be the central pillar of the competitive strategy.
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