At Baymard, we’ve just released a new UX benchmark with 7 “Telco” UX case studies.
This follows from our large-scale user testing on Telco UX and adds to our existing ecommerce UX benchmark.
In this article, we give you a snapshot of the overall UX performance.
7 Telco UX Case Studies and the Overall Performance
These are the 7 in-depth Telco UX case studies.
The 7 Telco sites have been manually assessed across 500+ research-based UX parameters relevant to Telco providers, resulting in 3,100+ weighted UX performance scores and 2,400+ best practice examples from these desktop and mobile sites.
Each of the 3,100+ UX performance scores from the 7 Telco case studies is summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the Telco sites is “poor,” with only 1 site in the “mediocre” range.
Here are some of the overarching UX issues.
On the benchmarked sites, proprietary plan names and technical specifications were presented as labels without explanation.
No site explained its industry-specific filters or provided inline help for technical specifications within comparison features, and plan features and specification labels were also often undefined.
Comparison was obstructed at every level, from plans to handsets to network coverage.
Contract length was missing from plan listings, comparison features were largely absent for handsets, every site listed specifications in inconsistent units and labels, and 4G and 5G coverage were displayed on separate maps.
The commercial terms of a financed device and ongoing service were routinely unstated.
Warranty upgrades were missing on all product pages in the benchmark, and returns, shipping cost, delivery timing, and the context around discounts were each missing from a substantial share.
As this benchmark shows, with no sites delivering even a “decent” or better overall user experience, there is plenty of room for improvement.
A publicly available overview of the research and benchmark can be found on our Telco UX research overview page.
Getting access: all 3,100+ UX performance scores, 2,400+ best practice examples, and the UX insights from researching the Telco ecommerce industry are available immediately and in full within Baymard. (If you already have access through an account, open the Telco UX Benchmark collection.)
If you want to know how your Telco desktop and mobile sites perform and compare, then learn more about getting Baymard to conduct a Telco UX audit of your site.
