Sony Switch Up

Sony had started a campaign called Sony Switch Up where the customers were encouraged to buy the latest Sony Xperia mobile phones and get cash in return for their old phone or twice the value in Sony vouchers. I was a Sr. Product Designer and lead the team that included junior researchers and designers. I was assigned to audit the campaign and increase the low conversion on the website. Our research, design, and development would eventually be adopted to refine the current campaign.

Challenge

A responsive website redesign for Sony Switch Up Campaign by redefining the user journey of an existing online consumer journey that is currently failing to convert due to lack of clarity of proposition and complexity of the multi-step transaction process and 3 different sony websites.

Process

We had a dedicated UX team scrum calls and review sessions.  At the beginning of each sprint, I would enter tasks in JIRA with an estimated completion time and assign them to the junior researchers and designers. The team updated me with their progress during the morning scrum calls. In addition to the calls, I would schedule brainstorming sessions to review the insights collected to create user journey maps and wireframes. Further, I presented the key findings and progress to our stakeholders in our weekly meetings.

Solution

After reviewing each JIRA task my work would flow to the visual designer for styling. Once implemented, the UX team would circle back and review the functionality.  User testing was performed at this stage, with screen and audio recording as documentation.

Overall, the Sony Switch UP campaign was a success. From the beginning of the project, we had a big problem with users dropping off the site. With the new approach implemented, we were able to reduce the bounce rate of users from 75.55% to 42% on the homepage and increase the number of new customers by 30%, which is a fantastic result. We were designing re-usable elements that could come together in multiple arrangements.  The approach was successful, as it created a solid foundation.  Even if the visual design changed, the underlying UX design was still valid.