Client
Exetel PTY LTD
Service
Digital Product Testing
Services
Optimising the digital checkout journey for home broadband and mobile plans
"They even prioritised our feature backlog, enabling us to launch changes in 3 days,
no external agency has done that for us"
⸻ Kate West, Product Manager, Exetel
Background
Exetel engaged Dlyte to assess the usability of their newly redesigned checkout experience. The goal was to determine whether the journey felt intuitive and seamless for users, while also providing Exetel with the confidence to move forward by identifying and eliminating friction points that could impact conversion.
Strategic Imperatives
Boost Conversion
Even small usability issues—like unclear terminology or late-stage surprises—undermine trust. Improving flow clarity, surfacing mobile add-ons earlier, and reducing cognitive load are essential to lifting conversion.
Position App as Service Enabler
App uptake was low due to unclear value. Strategically reposition the app as a core part of the service journey (activation, tracking, support) rather than an afterthought.
Humanise Technical Jargon
For mass-market users, acronyms like AVC ID and NTD create barriers. The imperative is to simplify and embed contextual education at the point of need, using plain language.
Our Approach
Methodology
Eight moderated usability sessions were conducted with participants representing Exetel’s target audience. Participants completed a dual-flow journey—ordering NBN and optionally bundling mobile services—using a high-fidelity prototype. Sessions were recorded and analysed against qualitative success criteria.
Performance Assessment Framework
We applied multiple benchmarking success metrics to evaluate the digital journey:
Below were the primary indicators.
85%
Content Clarity
Who understood key terms?
85%
Engagement Rate
Did UX incentivise action and why?
15%
Required Support
Who required support and why?
4.5/5
Satisfaction
Who loved the experience and why?
⸺ Qualitative Research
Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy.
⸺ Sketch Visualization
Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment everyday routines.
⸺ Engineering Strategy
Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy.
⸺ Rapid Prototyping
Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment everyday routines.
⸺ CMF Specification
Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy.
⸺ Product Packaging
Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment everyday routines.