Product design case study · Tesco Mobile
Tesco Mobile: Clubcard Prices
We brought Clubcard Prices to Tesco Mobile, giving Clubcard members exclusive deals on their phone contract.
01 · Discover
Clubcard Prices had been a phenomenal success for Tesco
57%
of shoppers used their Clubcard in store in 2020
70%
of shoppers used their Clubcard in store in 2021
To capitalise on this success, it was time to bring Clubcard Prices to Tesco Mobile.
02 · Frame
Problem statement and hypothesis
"I'm a Tesco Mobile customer looking to purchase a new phone or SIM contract. I want to be rewarded for being a loyal Tesco customer by using my Clubcard to get a better deal."
Hypothesis
We predicted that showing Clubcard Prices on eligible phone and SIM only deals throughout the journey, presented the way shoppers already know from Tesco stores, could result in Tesco Mobile customers choosing to buy with their Clubcard.
We would know this to be true when we saw a high share of purchases on eligible products made with a Clubcard, and an increase in sales of those products.
Business needs
What the proposition had to do
Show value
Demonstrate how Tesco Mobile was providing value for loyal Tesco shoppers.
Phone and SIM only
The ability to offer Clubcard Prices on both phone and SIM only deals.
Two contracts
Phone deals comprise a phone credit contract and a usage contract. There needed to be the option to discount either one or both.
Familiar presentation
Clubcard Prices was well established in grocery, so presentation needed to align with Tesco for familiarity with shoppers.
Personas
Who we designed for
The loyal shopper
Diane
"I'm price savvy and always make sure I'm getting a good deal"
- Needs
- To be rewarded for her loyalty, with a familiar experience she knows from Clubcard Prices in store.
- Frustrations
- Entering a long Clubcard number she doesn't always have to hand.
The newcomer
Jay
"I tend to shop where is most convenient for me rather than where I can get the best price"
- Needs
- To understand what Clubcard Prices is, and sign up for a Clubcard without any friction.
- Frustrations
- Deals restricted to Clubcard holders, and sign-up steps that pull him away from his purchase.
03 · Design
Mapping the service behind the screens
- 01Product listing
- 02Product detail
- 03Confirm Clubcard
- 04Basket
- 05Checkout
Behind the screens
Two contracts
A phone credit contract and a usage contract, with the option to discount either or both.
Behind the screens
Clubcard eligibility
Checking a customer has a Clubcard before they commit, with free sign-up if they don't.
Behind the screens
Phone and SIM only
One proposition carried across both journeys.
Product listing
A Clubcard Prices strip on every eligible card
We added a Clubcard Prices strip to product cards, so the deal was visible from the first browse.
Product detail
Both prices, side by side, at all times
Key decisions
- A sticky price barShowed the regular and Clubcard Price side by side at all times, with add to basket always in reach.
- A new summary panelExplained the breakdown of the contract.
Data plans
Clubcard Prices alongside eligible data plans
Eligible plans showed the Clubcard Price beneath the regular price, highlighted in yellow so they stood out from the plans without one.
Confirm and basket
Confirming the Clubcard, then keeping the saving in view
Key decisions
- Confirm selectionAn interstitial step confirmed that the user had a Clubcard before continuing.
- BasketA strikethrough on the regular price once the Clubcard Price was chosen, and a total savings value to show the value of the proposition.
Checkout
A mandatory Clubcard field, with a way forward
We made the Clubcard field mandatory in the checkout, with a reminder of the steps to take without a Clubcard: a free sign-up link, or the option to empty the basket and choose a non-Clubcard Prices deal.
04 · Test
Usability testing
"We wanted to understand how discounted Clubcard prices influenced the user's journey, and whether the variants in price, along with using a Clubcard, presented any barriers in the journey from contemplation to purchase."
80%
A large portion of Tesco Mobile customers also shopped at Tesco Supermarket, and many of them had a Clubcard.
Objectives
- To understand if Clubcard Prices is easily understood by the user
- To learn whether the details presented in the journey increase or reduce the user's cognitive load
- To understand if users see themselves as immediately eligible, or if a Clubcard is something they can easily obtain
- To gauge how users feel about the proposition, and whether it is strong enough to make them purchase
- To learn about any areas of pain in the journey
Participants
Mobile users, aged 25 to 70
How
10 qualitative tests, with users navigating tasks in a prototype
Findings
What we found
- 1
'Tariff' was confusing
Users found the term confusing. We recommended plan or deal instead.
- 2
Clubcard Prices was understood
All users understood the concept throughout the journey, and the highlighted prices aided their comprehension.
- 3
Most already knew it
The majority were already aware of Clubcard Prices from Tesco, whether they shopped there or not.
- 4
Some expected to pay
Many thought they may have to pay for a Clubcard. It was important to make clear a Clubcard is completely free.
- 5
The total saving was missed
Users often missed the total saving in the basket, so we recommended a more prominent position.
- 6
Typing the Clubcard number was frustrating
We explored pre-populating it through Tesco, scanning the QR code on the back of the card, or opening the Clubcard app to retrieve it.
In their words
What participants said
Floating add to basket button will save me time when coming back to the site
Participant
It's clear what price I will be paying if I have a Clubcard
Participant
It's annoying that I have to type in my Clubcard number
Participant
05 · Iterate
Taking the findings into the next iteration
The high-fidelity prototype was refined around what users told us, before going live.
Plain language
Plan or deal in place of tariff.
Free, said clearly
Made it clear a Clubcard costs nothing.
Saving up front
A more prominent total saving in the basket.
Easier Clubcard entry
Options beyond typing the number in by hand.
06 · Measure
The results, in the first 12 months
93%
of purchases on products with a Clubcard Price option were made with a Clubcard, unlocking better value for customers
+18%
increase in sales on products offering a Clubcard Price
Unlocked for the future
It paved the way for Clubcard upgrades with a price fixed for the length of the contract, with no annual inflationary price rises.