Tessa Davel
Cell C Byond
A first-to-market cellphone subscription model.
PRODUCT IN A NUTSHELL
Cell C Byond is a hybrid product that combines the convenience of a cellphone contract with the affordability and flexibility of prepaid. It’s more of a subscription-based product (based on a Netflix-type business model) than the current contract (postpaid) or prepaid offerings people are familiar with.
CLIENT CHALLENGE
Cell C aims to move from a traditional telco to more of a techco and be seen as a digital lifestyle company. Cell C has strong competitors in Vodacom and MTN who currently have most of the market share in the telecoms space in South Africa. As a result, there’s a lot of pressure for Cell C to innovate and offer its declining customer base something fresh and exciting that the competitors don’t have and retain customers cancelling contracts due to high associated costs.
RESEARCH & INSIGHTS
Customers don’t want to be locked into a contract but don’t want the hassle of running out of airtime or data and having to top up at inconvenient times.
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Our first round of user testing revealed that the product was too complex for quick uptake, so we streamlined the onboarding journey to allow customers fast and easy access to subscribe, as well as to cancel their subscription anytime.
THE SOLUTION
We bridged the gap between contracts and prepaid as the only options available to customers. Customers like the fact that they can tailor make their month-to-month contract and cancel anytime. Overall, it’s a very successful project that will solve business and consumer needs.
Cell C Byond bridges the gap between contract and prepaid SIM cards. This hybrid product is the solution clients are looking for and will help retain clients who want to cancel their contracts.
MY ROLE
As Lead UX Writer at Cell C, I spearheaded all UX writing elements from concept to launch. This included:
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The Information Architecture
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Content Audit of the whole Cell C site
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Content strategy for Cell C Byond
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Wireframing
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​All copy, including microcopy
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Team: Principle Director, Design Project Lead, UX Designers, UI Designer, Developers, Service-Delivery Designer, Scrum Master, Product Manager, Business Analyst.
