Streamlining eCommerce for Rogers Communications

Rogers Communications faced significant drop-off rates in their multi-page online order flow for cable, internet, and wireless services. The legacy system created friction for users, resulting in lost revenue and customer frustration.

The goal was to optimize the user journey, reduce cognitive load, and improve conversion rates by creating a seamless eCommerce experience across devices.

1. Radical Simplification of the Order Flow
   
   1. I led the redesign of the cumbersome, multi-page signup process into a single, intuitive interface. This was a radical simplification that focused on reducing cognitive load for the user. I achieved this by offloading complex backend tasks, like customer data verification, so they happened in the background without interrupting the user's checkout journey.
2. ‍Pioneering Responsive Design
   
   1. I designed and delivered Rogers' first-ever mobile-responsive website. This was a critical innovation that ensured a seamless and consistent user experience across desktop, tablet, and mobile devices, tapping into a growing mobile user base.
3. ‍Developing High-Performing Sales Tools
   
   1. Applying an iterative, user-focused approach, I developed a suite of high-performing acquisition tools, including targeted landing pages and promotional flows. These were designed to address specific user pain points and consistently outperformed the legacy eCommerce system by a wide margin.

• Improved Conversion Rates: Achieved a 10:1 increase in sales leads, significantly outperforming the previous onboarding system.
• Enhanced Customer Experience: The streamlined, responsive design improved accessibility and usability, driving higher customer satisfaction.
• Faster Time-to-Completion: Reduced average onboarding time by streamlining the signup process and automating key backend tasks.

This project proved that radical simplification is the key to unlocking conversion growth. By challenging the legacy multi-step process and focusing relentlessly on reducing user friction, we achieved a staggering 10x increase in leads. It was a definitive lesson in how a user-centric design approach, combined with a "less-is-more" philosophy, can drive massive business results.