Savings Calculator Experience
Role
UI Designer
Agency
FCB Chicago
Software
Figma
Revamping Cox's Savings Calculator page to reflect the new unlimited plan pricing structure. By leveraging strategy, analytics, and a focus on simplicity, I created an interactive, user-friendly experience that drove customer engagement and increased Cox Mobile sales.
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What's the scoop?
Cox Communications was rolling out a new unlimited plan pricing structure, and we were on a mission to jazz up the Savings Calculator and Data Plans pages on their website. The aim? To show potential customers how their savings stack up as they add more unlimited lines. We're talking dynamic, interactive updates here that fit snugly into our broader messaging strategy around regressive pricing. We're targeting discerning tech enthusiasts and busy problem solvers, aiming to not just boost Cox Mobile sales, but also get more lines per account. Think transparency, think savings, and think empowering customers to make informed choices about their mobile service.
Timeline: 3 weeks from kick-off to final delivery
01 | Assess Current Design
Diving into the redesign of the Savings Calculator page kicked off with immersing myself in the existing design files, getting cozy with every pixel. Bounce rates were sitting at a hefty 59% and user retention rates clocked in at a meager 25%. These numbers were telling, I sat down with analytics and account to highlight specific pain points for users and flag areas of improvement from a UX standpoint. We want something that not only looks good but performs even better!

02 | Creative Development
Creative development took about a week, with my primary focus zooming in on revamping the questionnaire section of the page. I set my sights on crafting an experience that was not only easily digestible but also super interactive, injecting some serious zest into the user journey. Oh, and let's not forget my mission to sprinkle in more of the brand's color palette in a tasteful way – because who doesn't love a pop of personality? One standout addition was the creation of an example bill section in the results, giving users a crystal-clear picture of what their bill could look like.

03 | Learnings
Reflecting on the project, I gleaned some key learnings that will undoubtedly shape my future endeavors. Firstly, having a solid strategy and analytics to work off of proved to be an invaluable compass, guiding me towards areas that needed improvement while also shedding light on what was already hitting the mark. Secondly, I was reminded that sometimes, simplicity reigns supreme. Streamlining the user experience and focusing on straightforward solutions not only enhanced usability but also minimized cognitive load for users, making it easier for them to navigate and engage with the page. It's a powerful reminder that in the complex world of design, simplicity often leads to the most impactful results.