_

Dubai UAE, July 2021

Chayan Deb

Data-informed design in du
Telecom’s eShop

All information in this case study is my own and does not necessarily reflect the views of du Telecom
Context
January 2020-
Design as a function has been progressing as a cohesive unit inside
du’s Digital team. The impact that design could have made, however
was heavily compromised, one of the reason being the linear set-up.
A new cross-functional self-organized “squad” was set up as an
experiment. The squad had the super-power of autonomy!
Alarms blaring
There were multiple problems looming large- Dismal traffic to eShop,
faltering conversion in the funnel, dipping TNPS, out-of-cadence with
segment (business owners), team structure (split between Front end
Dev and IT).
Digital journey Fulfilment Delivery
 your internal team before
Understand your customers
V

As it turns out an OCR solution has been stuck between IT and vendor
for quite some time.
Diagnose with Data / Treat with design

Presence of Data Analyst gave the squad very early visibility in the
specifics of the problems. We had 2 very peculiar insights-
≈7% of rejectionswere for UAE nationals
≈6.5% of rejectionswere because of incorrect Expiry
Date
Not everyone uses their Emirates ID
while buying a du Plan.
This insight though not relevant for new buyers, solved a major
problem that I had encountered in my previous squad.
Users need the Emirates ID card only
for few details.
The incorrect expiry date was because it was the only field that users
don’t remember and was on the back side of the Emirates ID.
Iterate and learn

Iteration 1- Confirmation in a UI which

As-is Iteration 2- Re-order fields to keep the ones
visually resembles the Emirates ID.
which users do not remember together.
Beating myopia

In order to build a model to illustrate user perspective on making a

buying decision, I undertook a workshop with members from wider
team.
 Behind the matrix

Decision matrix

Apart from giving that holistic snapshot, the matrix also informed the
back-log. We can dive into a couple of items-
Phone number as USP(Customization)
Device listing / device details (Product discovery)
Phone number as USP
1 2 3 4 1 2 2.1

Secure checkout
Find a number you’ll
love.
Quick Pay Recharge Renew ID
Step 1 Step 2 Step 3
Your cart Your details Place order
Try a birthday, anniversary, unique pattern
Save AED 350 off your bill
or something memorable.

Postpaid Power Plans 1 item in your cart. Search for a number

Switch to du & save AED 350 with no
activation fee. Min. 3 digits. eg. 200, 1976...

Power Plan 200 — or —

Power Plans Special numbers Data- Plan details

26 GB data Suggest a number

400 Flexi minutes

Choose a Power Plan.
12 month contract
Keep your old number or get a new one.
New number 052 000 0111 Change
Filters Flexi minutes, 12-month contract Number expiry 4:59

Go back and modify

Digital journey Most popular

Power Plan 300 Total Incl. 5% VAT

12-month contract • Plan details
Delivery AED 0
Save AED 350 off your bill
Due today AED 0
25 GB data Due monthly AED 210.00
1020 Flexi minutes
2.2
WiFi UAE - 25 GB free data Checkout
13 SIM & activation
Free

Continue shopping
Choose a number
Your exclusive benefits

Free Internet Calling Pack Complete your order in less than 15:00

Free calls to any 1 country Get more from your online order. minutes to keep this number.

arryover Free international calling 052 878 9987

data
Unlimited calls to a country of your choice.

052 878 5352

was 335 AED 315 /month incl. VAT
Promo code
Enter a valid promo code. 052 878 5210
Buy now
052 000 0111

Earn SHARE Rewards to redeem at any

Majid Al Futtaim outlet. 052 737 8893
 Postpaid Power Plans
Switch to du & save AED 350 with no
activation fee.

Quick Pay Recharge Renew ID

Power Plans Special numbers Data-

Save AED 350 off your bill

Postpaid Power Plans Back to all plans

Switch to du & save AED 350 with no You have selected

activation fee.

Power Plans Special numbers Data-

Most popular

Power Plan 300

Choose a Power Plan. 12-month contract • Plan details
Keep your old number or get a new one. Save AED 350 off your bill

25 GB data
Filters Flexi minutes, 12-month contract
1020 Flexi minutes
WiFi UAE - 25 GB free data
Most popular
13 SIM & activation
Free

Power Plan 300

12-month contract • Plan details Your exclusive benefits

Save AED 350 off your bill Free Internet Calling Pack

25 GB data Free calls to any 1 country
1020 Flexi minutes
arryover
WiFi UAE - 25 GB free data data
13 SIM & activation
Free
was 335 AED 315 /month incl. VAT
Your exclusive benefits
Selected
Free Internet Calling Pack
Free calls to any 1 country

arryover
data
Pick a new number
was 335 AED 315 /month incl. VAT Choose a phone number from our collection
that's unique and memorable.

Select

– or –

Keep your number, change to du

Our worry-free contract details Now it's easy to bring your 050 / 054 / 056 / 058
number to our network. Learn more
 1

Device listing & details

Devices Samsung Galaxy S20 Ultra
Quick Pay Recharge Renew ID

Samsung Galaxy S20

The expansive display stretches from edge
to edge for a stunning, borderless design.
Discover the Galaxy S20

Galaxy S20

Greater value online Greater value online

On all Power Plans. Save AED
125 with new Power Plans.
Samsung
FREE and safe delivery Free 1 hour delivery
At your door within 24 hours.
Orders in Dubai, placed between
10am-7pm.
Galaxy S20 Ultra
Cosmic Black, 256 GB

In stock

1 2 3 4 5 Modify your selection

Galaxy S20 Ultra specifications

Choose a payment method

With Galaxy Smart Watch Pay instalments Pay in full

Galaxy S10+ specifications 24 months 12 months

Device instalments

Choose your device AED 180 / month + VAT (zero upfront)

Black Cloud Blue

Choose a plan with your device

Cosmic Grey
New mobile plan Existing du plan

256 GB 512 GB 1 TB We recommend:

In Stock Power Plan 200 Change plan

12 month contract

Device payment 13 26 GB data, 400 Flexi minutes

See plan details

36 24 12 Pay in
months months months full Plan charges
AED 200 / month + VAT (zero upfront)

Digital journey Choose a plan with your device

Add a new plan My existing plan

Total (Device + Plan)

Show plans with: AED 380 / month + VAT

Flexi minutes & 12-month contract Filters

Add to cart

Most popular

You Pay
AED 200/month Offer details
For 12 months + 5% VAT
Limited time offer - Save AED 225 Limited time offer

Save AED 225 over 3 months

You Get When you buy your phone with select Power Plans.
Power Plan 200 Online only.

26 GB Double national data Greater value online

400 Flexi minutes FREE 24 hour delivery
Orders in Dubai, placed between 10am-7pm.
No activation fee. Save AED 125

15 GB free data on WiFi UAE

Products in this store are approved for
Carry over data to next month sale in the UAE by the TRA.
 1

Devices Samsung Galaxy S20 Ultra

Quick Pay Recharge Renew ID

Samsung Galaxy S20

The expansive display stretches from edge
to edge for a stunning, borderless design.
Discover the Galaxy S20

Galaxy S20

Greater value online Greater value online

On all Power Plans. Save AED
125 with new Power Plans.
Samsung
FREE and safe delivery Free 1 hour delivery
At your door within 24 hours.
Orders in Dubai, placed between
10am-7pm.
Galaxy S20 Ultra
Cosmic Black, 256 GB

In stock

Modify your selection

Galaxy S20 Ultra specifications

Choose a payment method

With Galaxy Smart Watch Pay instalments Pay in full

Galaxy S10+ specifications 24 months 12 months

Device instalments

Choose your device AED 180 / month + VAT (zero upfront)

Black Cloud Blue

Choose a plan with your device

Cosmic Grey
New mobile plan Existing du plan

256 GB 512 GB 1 TB We recommend:

In Stock Power Plan 200 Change plan

12 month contract

Device payment 13 26 GB data, 400 Flexi minutes

See plan details

36 24 12 Pay in
months months months full Plan charges
AED 200 / month + VAT (zero upfront)

Choose a plan with your device

Add a new plan My existing plan

Total (Device + Plan)

Show plans with: AED 380 / month + VAT

Flexi minutes & 12-month contract Filters

Add to cart

Most popular

You Pay
AED 200/month Offer details
For 12 months + 5% VAT
Limited time offer - Save AED 225 Limited time offer

Save AED 225 over 3 months

You Get When you buy your phone with select Power Plans.
Power Plan 200 Online only.

26 GB Double national data Greater value online

400 Flexi minutes FREE 24 hour delivery
Orders in Dubai, placed between 10am-7pm.
No activation fee. Save AED 125

15 GB free data on WiFi UAE

Products in this store are approved for
Carry over data to next month sale in the UAE by the TRA.
Closing thoughts

Few learning from the practice

1. Data can tell you what is happening, but not why. Also it also
cannot say what to do about it.
2. You have to engage in open-ended problem-solving, or as we know
it, design to explore and arrive at solutions.
3. Reliance on data is easier when we are optimizing some existing
product.