# Streamlining eCommerce for Rogers Communications

Rogers Communications faced high drop-off rates in their legacy online order flow for cable, internet, and wireless services.

**Role:**

UI Design. I led a comprehensive redesign of the onboarding workflow, moving it from a multi-page legacy system to a single, intuitive, and responsive interface.

**Result:**

Achieved a 10:1 increase in sales leads by radically simplifying the online order flow and creating Rogers' first mobile-responsive website.

## The Problem

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

The goal was to optimize the user journey, reduce cognitive load, and improve conversion rates by creating a seamless eCommerce experience across devices.

## My Process & Design

1. **Radical Simplification of the Order Flow**
   - I led the redesign of the cumbersome, multi-page signup process into a single, intuitive interface. This was a radical simplification that focused on reducing cognitive load for the user. I achieved this by offloading complex backend tasks, like customer data verification, so they happened in the background without interrupting the user's checkout journey.

2. **Pioneering Responsive Design**
   - I designed and delivered Rogers' first-ever mobile-responsive website. This was a critical innovation that ensured a seamless and consistent user experience across desktop, tablet, and mobile devices, tapping into a growing mobile user base.

3. **Developing High-Performing Sales Tools**
   - Applying an iterative, user-focused approach, I developed a suite of high-performing acquisition tools, including targeted landing pages and promotional flows. These were designed to address specific user pain points and consistently outperformed the legacy eCommerce system by a wide margin.

## Solution & 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.

## Lessons Learned

This project proved that radical simplification is the key to unlocking conversion growth. By challenging the legacy multi-step process and focusing relentlessly on reducing user friction, we achieved a staggering 10x increase in leads. It was a definitive lesson in how a user-centric design approach, combined with a "less-is-more" philosophy, can drive massive business results.

Let’s create **experiences that matter**.