Benchmarking Boost Mobile’s New Website
To comply with my non-disclosure agreements, I have omitted and anonymized confidential information. This case study is shared under fair use to demonstrate my research process, thinking, and impact.
Echostar & Boost Mobile
Boost Mobile’s Website
Usability Testing, Benchmarking
2 months
The Problem
In July of 2024, Boost Mobile, a retail wireless company within Echostar, combined its prepaid and postpaid cellphone service brands into one business. They subsequently launched a new, rebranded website.
Our stakeholders wanted to measure its performance in terms of usability as well as identify areas of improvement. We also wanted this study to be a benchmark that we could perform annually in order to measure changes in the site over time.
Research
I designed usability tests for the website's new device and bring-your-own device (BYOD) buy flows. In these tests, users worked their way through the purchase process, and then reviewed several key pages afterwards.
We used UserTesting.com to collect video and audio of participants going through this process as well as SUS scores and other rating measures. I conducted these tests with both the mobile and desktop versions of the website using our target audience.
Results
Our benchmarking study yielded 40 action items for the website. These items touched on issues of branding, information hierarchy, misclicks, and more. Among the most important insights was that 22% of users struggled to tell the difference between our plans. As a consequence, we are redesigning our plan cards to emphasize differentiating features and the things our users care about most.
These results and others were delivered to our product managers and VPs in the form of a deck, complete with appropriate statistics and user videos. We also organized it according to how likely an issue is to affect gross adds and conversions in an effort to help our stakeholders prioritize them.
As this benchmarking study is quite recent, we have yet to see changes launched on the live website. However, I am confident we will see a vast improvement in our user experience when we benchmark again in 12/2025.
An example slide from the final deck deliverable. It includes a summary of the pain point, previous research, recommendations, and a user video.