How to collect corporate services on one online platform: the story of "MegaFon.Business"
Each telecom operator has a large set of tariffs and services that are designed for corporate clients. Such services can be several dozen. Usually users in them are difficult to understand - the difficulties arise already at the stage of connection. We have to "crawl through" countless landings, authorizations, application forms and lines of small print. We wanted everything to become simple and understandable. To this end, we decided to create a platform "MegaFon.Business." About how we collected the ecosystem of solutions for corporate clients and what eventually turned out, we will tell in this post.
service «Free number ???» . If we are talking about a company that primarily seeks to attract new customers, the description of the service for it is based on the fact that the toll-free number adds credibility and increases the trust of the potential client. If we are talking about a larger business, we include it in the description of the opportunity for customers to call free of charge from regions (for example, when organizing a "hot line").
According to this approach, was offered in a different way. virtual automatic exchange . Large companies will appreciate if they are told about compatibility with physical ATS, about multi-channel and economy. A small business - if it learns that with the help of a virtual PBX you can listen to conversations of call center specialists and assess the quality of the callers' work.
What does our laboratory look like in which we conduct usability testing
In addition to analyzing the needs of the market, we conducted a usability study of all personal cabinets and product pages of MegaFon. The descriptions on these pages were created according to different principles, which created difficulties when navigating between services. The functional blocks identical in design looked different. The tests showed that the customers did not understand where to click to get the desired result, they did not go where they planned. There were also blatant bloopers, for example, on the page of the description of the service "???" on b2b.megafon.ru there were two links to the personal cabinet - one to the office of the corporate client, the other to the office of the service. We set a goal to achieve the unification of the user experience - that everything was available in almost one click, as when ordering a taxi or shopping in online stores.
The interface was developed with the creation of CJM (Customer Journey Map). All the important routes worked in the UML diagrams, on the basis of which clickable prototypes were made. They gave their users, collected feedback, made adjustments. Then they painted the pages of services and personal cabinets - the process was greatly accelerated due to the fact that we have a single design system based on atomic design.
In addition to the most primitive elements, such as checkboxes and buttons, in the B2B design system, more sophisticated ones are used - for example, top bars and botm bars. We have collected all this in a library, which we will subsequently supplement with new components. In general, in the long term, we plan to create a designer, with which you can collect product pages from ready-made components.
The design system used parental components - responsive templates, on the basis of which a significant part of the site was built. The development and implementation of templates took some time, but later we will save more. Any changes are enough to make in the parent component, and they are automatically applied everywhere.
DXP and another backend
To combine many different services under one roof, while maintaining constant performance and scalability, we have applied a micro-service architecture. Backend MegaFon.Business is divided into 4 logical blocks: E-commerce, CMS, CRM and DXP (Digital Experience Platform).
About block DXP it is necessary to tell more in detail. This framework is used to develop systems with a large number of users. It collects information about all the triggers that affect the user experience. With their help, the system understands what to do in the next step, in which field of the conversion funnel it is necessary to include the user's card. Triggers and conversion funnels are associated with a large set of rules, according to which DXP personalizes content, sends out mailings, assigns tasks to telesails and support services.
Triggers can be different. For example, a user spends a certain amount of time on a specific service page. This means that he became interested, and this interest needs to be heated through the other channels of interaction. If the user started to fill out the connection form, but did not complete it, the data is sent to the CRM, and then, based on the fill triggers, determines which conversion funnel to send the user to. DXP allows much better interaction with the user than older tools - UTM tags, narrow analytics, etc.
The web application solves
At the front-end level, we apply the principles of SPA (Single Page Application) - the entire MegaFon.Business is a web application that is placed on one page and is loaded entirely with it. At the first visit, the interface is loaded, then the content. The web application is stored in memory, and when you visit again, you only need to download updates, which saves time.
First version. The main structure is
Sketches for the implementation of the main elements.
Using PWA technologies (Progressive Web App) allows you to create a web application that is most similar to a mobile application. If there is no Internet connection, you can still work with the platform, with the previously saved data. And all changes made in offline mode will be uploaded when the connection reappears.
It was not without project in the project. They began three months before the end of the project. The timing was tight, but there was still a lot to be realized. To speed things up, we went to Agile and quickly implemented all the necessary sprints in the form of microservices. This was the main requirement - if the chosen solution did not fit into the micro-service architecture, we replaced it with an analogue or did something of its own. As a result, during the final stage threw out 70% of the backlog , leaving only what is really needed.
Two weeks before the launch, a new force majeure happened: Roskomnadzor began blocking Telegram. Gradually, the services we used began to be abandoned - from Google's captcha to the cloud database we used for content. There was a week left to fix the problem, and we persuaded the hosters of the cloud platform to transfer it from the blocked servers in Amsterdam to servers not yet blocked in Germany. As a result, the release did not have to be postponed.
What happened was
By accessing the site, visitors see personal offers. If the visitor is new, then he is asked to choose a category that reflects the number of employees in his company. This is done unobtrusively: the number of employees is just a filter, in which three options are available: up to 1? 15-25? 250 or more. Then, depending on the selected category, services with descriptions are displayed. If the visitor is authorized, his access level, segment of his company and availability of already connected services are taken into account. Proceeding from this, relevant proposals are loaded with suitable descriptions. In the future, we plan to deepen personalization, for example, using division by industry.
The final appearance of "MegaFon.Business" at the time of release
The access level of the subscriber is determined by the billing system. The company has an administrator with the maximum possible rights - it grants the rights to other accounts to connect specific services to specific numbers. With rights, users can connect multiple accounts of the same service to one profile.
In addition to the operator's services, MegaFon.Business provides services of our partners - cloud providers, site builder, accounting services. All these services can be issued on special terms, available only to our customers. If you apply, all the necessary information is sent to the partner by the system.
Finally, on a separate tab, all the business news of MegaFon is collected - you can quickly find out if something interesting has appeared.
The first results are
After the launch, we began to analyze traffic. During the first month he was 10 times more than , than we planned! People come mainly from MegaFon's product pages. We dispense with almost no advertising sources. Now the main audience is corporate clients of MegaFon, who use the service for navigation between services, as we intended. Visitors study different services, look for answers to specific questions, manage services. Now we actively apply A /B testing, we collect statistics describing the interaction with the platform. On the other hand, we consider what other metrics reflect the quality of the user experience, and which ones are related to the number of connected services and the important stages of working with MegaFon.Business.
With the new platform, we want to ensure that corporate users can work with the operator online as easily as ordinary customers. Now in the B2B-segment on the online account for only 5% of sales - and we plan to increase this share with the help of "MegaFon.Business."
People who are behind this story
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