Problem & Goal

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.

Solution & Process

To address these challenges, I led a comprehensive design overhaul of the onboarding workflow:

1. Radical Simplification:
   • Redesigned the multi-page signup process into a single, intuitive interface.
   • Offloaded backend tasks, such as customer data verification, to minimize cognitive load for users.
2. End-to-End Order Flow Optimization
3. Leveraging my strategic problem-solving skills, I reimagined the multi-step order process to simplify user interactions while maintaining backend functionality. By offloading complex data handling to backend systems, I reduced the cognitive load on users and enabled faster, easier checkouts.
4. Responsive Design for Scalability
5. My attention to detail and subtlety drove the creation of Rogers’ first mobile-responsive website. This ensured a seamless experience across devices, balancing usability with the brand’s visual identity. By applying a less-is-more design philosophy, I improved user engagement without overwhelming them.
6. Enhanced Sales Tools
7. Applying creativity and adaptability, I developed high-performing acquisition tools, including targeted landing pages and promotional flows. These tools were designed iteratively to address specific user pain points, consistently outperforming the legacy eCommerce system by a wide margin.

The Results

• 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.
• Long-Term Collaboration: This project led to five years of ongoing collaboration with Rogers, culminating in further innovations such as retail optimization tools and promotional lead generation pages.

Core Strengths Highlighted in This Case Study:

• Strategic Problem-Solving: Tackling high-friction workflows and transforming them into streamlined solutions.
• Attention to Detail and Subtlety: Crafting designs that enhance usability while maintaining simplicity.
• Creativity and Adaptability: Developing innovative tools and workflows tailored to specific user needs.
• Nuanced, User-Focused Perspective: Balancing user experience with business goals to deliver impactful results.