Refined

Navigation,


Role:

UX Design Manager

Team:

Product & Design

Skills:

User Research, Planning, Content Design & Testing


Situation

Through user research, I discovered that users struggled to understand what giffgaff offered or to find what they were looking for.


Task

I needed to align stakeholders, simplify the navigation design and content, reduce experience and tech debt, and deliver a unified UX.


Action

  • Identified 27+ variations of navigation across mobile and desktop.

  • Found UX and content inconsistencies, such as different terms being used, and inconsistent UI patterns.

  • I mapped out key stakeholders and their priorities

  • Found that new customers primarily used the navigation via the homepage, which had the highest engagement.  I conducted user testing, asking participants to complete basic tasks like finding SIM-only plans.  

  • User testing highlighted frustrations around unclear labels, too many choices, and difficulty completing basic tasks like ordering a SIM or buying a phone.  

  • From the insights, I developed a simple hypothesis: "By improving navigation and splitting SIMs and Phones, we will see an increase in sales."  

  • I partnered with the BI and Optimisation teams to run an A/B test on the homepage navigation. The test provided the data needed to gain buy-in from the commerce and finance teams.  

  • Conducted a market analysis of navigation best practices to inform the redesign.

  • Organised a card sorting exercise with users to understand how they categorised labels.  

  • Introduced clear categories like "SIM-only plans" and "Phones" to replace confusing labels.


Results

  • Handset sales rose by 500 units per month, generating an estimated £2.9 million in revenue annually

  • SIM activations increased by over 600 per month, adding an extra £100k per year in revenue..

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Boosting Email Referrals

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Redesigning SIM Success