I collaborated with product owners to define goals, used Adobe Analytics and traffic data to identify improvements, incorporated user feedback to address pain points, modernized the 'Re-sign' journey, streamlined the trade-in process with upfront pricing and IMEI validation, and iteratively refined designs to balance user experience, compliance, and business objectives.

Pain Points:

• Re-sign process: The Re-sign process is heavily focused on direct telecommunications for renewals with very little traffic on the digital journey, this was primarily due to the hindered user experience and operational efficiency.
  
  

• Trade-in process: Similar to the Re-sign journey, the trade-in process also was dependant on direct telephone calls to customers, with little to no validation done for the devices being traded in. We wanted to digitisation of the trade-in process, so as to accurately capture and validate customer device IMEI, gauge device condition and provide a transparent price upfront, so as to mitigate/remove the need for an EE customer service followup call.