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Fathom

Improving the digital journeys for 48’s customers

The world is awash with products which claim to be different - to be better, cheaper, smarter, faster than the others. But 48 is truly unique in Ireland.

Learn how we helped 48

48

"We have worked with Fathom on a number of projects in recent years across Three.ie and 48months.ie. We have always found the team to be easy to work with and very collaborative in their approach."


Kevin Johnson

Who are 48?


The world is awash with products which claim to be different – to be better, cheaper, smarter, faster than the others. But 48 is truly unique in Ireland.

48 is Ireland’s first online only mobile operator, targeting the 18 to 22–year–old market. The entire life–cycle of a 48 customer takes place online – from ordering and activating SIM cards and moving existing numbers to 48, to topups, account management and customer care.

48’s hyper-competitive product was a great success. They asked Fathom to help them with several tasks including improving the digital journeys for handsets, My48, and their kickback programme.

What Fathom did

48 asked Fathom to help them with several tasks including improving the digital journeys for handsets, My48, and their kickback programme.

The online experience

Their website, however, had become increasingly difficult to use as more features were added without consideration for their priority or importance to the user.

As it is an online–only brand, their customers’ expectations of and belief in the brand promise was entirely dependent on the experience offered online.

In addition, while the process of becoming a customer is complex, it was clear that the target user group of 18 to 22–year–olds were insistent on being able to sign up through a smartphone. Even though mobile screen sizes are small, it was vital that customer sign–up could be completed easily on both mobile and desktop.

Fathom were brought in to undertake a comprehensive programme around user engagement (analytics, interviews, usability tests, sketching and workshop facilitation) to hone the process of signing up new customer in line with user needs.

Fathom were brought in to undertake a comprehensive programme around user engagement (analytics, interviews, usability tests, sketching and workshop facilitation) to hone the process of signing up new customer in line with user needs.

Getting to know 48 and their customers

Fathom set out to meet both business and customer goals by:

• Reviewing analytics to better understand customer behaviour

• Understanding pain points in customer journeys by reviewing customer care support tickets

• Developing comprehensive personas to fully understand 48’s customers

• Creating customer journey plans to provide enough guidance to users by ensuring they understand each step of the process towards becoming a member of 48.

• Creating customer journey plans to provide enough guidance to users by ensuring they understand each step of the process towards becoming a member of 48.

This enabled Fathom to

• Design a more intuitive site structure and navigation

• Create relevant and engaging home page content

• Make sure that all designs were optimised for desktop, tablet and mobile.

• Make sure that all designs were optimised for desktop, tablet and mobile.

Conversion was above the levels enjoyed with the previous hyper competitive product.

Case Study Quote

"They have enabled us to get much closer to the user and deliver enhancements to our customer journeys that have improved our conversion rates, reduced customer queries and ultimately delivered increased revenue.".

Kevin Johnson, Digital Manager

The results

At the end of the second month:

35%

Reduction in SIM ordering and SIM Activation queries on first day

66%

Reduction of new account queries

27%

Reduction in queries when moving a number to 48 (porting)

75%

Conversion rate of customer activation journey

90%

Approx. step by step progression rate (for up to 5 steps when porting a number)

What 48’s customers said

What 48’s customers said

On 48 with 4 years never have had a problem. Unfortunately had to go through all the rest first! I will never move again, thank you 48

@Norma Bartlett - Twitter
Twitter
Andrew McCrea

Andrew McCrea

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