Redefining eir.ie

Over 20,000 weekly visitors with a
14% increase in transactions after launch

1. Project overview

Eir are one of Ireland’s leading providers of broadband, mobile and tv services. The website needed to better showcase and communicate to customers the full range of eir’s services and products. I conducted discovery workshops, user testing sessions, competitive research, low fidelity wireframes, high fidelity prototypes, agile working with development team, QA testing, A-B tests and analysis.

Project date: 2020
Project timeline: 8 months
My role: Lead UX and UI designer
– UX workshop facilitation and requirement gathering
– User testing, identifying existing user pain points
– Low and high fidelity wireframes and prototypes
– Working closely with an agile development team
– QA assessment with development team
– A-B testing and analysis

2. The challenge

To redesign the eir.ie homepage to give customers a better understanding of eir product offering. Following user testing sessions it was clear visitors to the site were not aware of the services offered by eir. Clearer signposting would be required to help communicate the services on offer. Analysis of the various customer journeys, identifying pain points on the customer journey and resolving those pain points.

3. The solution

Inform customers > Help users understand the range of what eir offer
Signposts and shortcuts > Help users get to their destination quickly and easily
Introduce brand and emotion > Express the eir brand in a more cohesive and consistent manner
Establish a design system > Establish a design system to bring consistency to all communications

4. Results

Analysis through A/B testing resulted in a 14% increase in transactions. Increased transactions with 14% increase throughout the course of the A/B test. More user engagement with customers now spending 11% longer on the site. Bounce rates decreased by 6%.