Case study: MVNO | Conceptual project

UI/UX project

One of the fun things we do at Tango is to work on conceptual projects from time to time. We try to come up with random ideas and express our creativeness around them without thinking too much about constraints such as budget, time-frame, and scale. We treat them as a real problem to solve and a real goal to achieve, utilizing all the knowledge and skills we learned over the years and apply them to those projects, and we had a lot of fun during those projects.

MVNO concept is one of the fun imaginative projects we had recently, which we tried to build a new wireless provider brand based on the technology Tango currently have.

The idea was based on Tango has a huge amount of user base. Our users use Tango every day to communicate with their family and friends using free text and video calls. It would be cool if Tango can also provide economical phone plans as a wireless provider.

Getting started

We started on this idea with limited knowledge regards to MVNO structure. In fact, this was the first time I hear about this industry. We went through a quick research to collect data from some of the major competitors on the market and realized most of the major providers have partnership plan with an MVNO provider. One of the best examples is a service call Ting mobile.

Ting’s account panel:

Ting’s on-boarding:

After we had learned about Ting and other MVNO companies' business models and promotional web UI, we began to think about how we could apply that knowledge to our user on-boarding processes. We started brainstorming our user base and their needs, as well as their on-boarding experience when they first visit our website.

User research

Since we are positioning our product as an affordable wireless plan, we focused our targeted user on the average national income per household when we did the user research. We did a quick search to check the mean value of their monthly spending on a family plan, comparing to the prices we set for our imaginary products and predicted potential market value and feasibility. How much money they can save per month after transferring to our MVNO product, and whether that number is attractive to our potential users to make the decision. 

Onboarding practice

At this stage, we focused on how to increase the value of our products to improve the attractiveness to the potential users. We thought that since our MVNO products are family-oriented, we can use our existing Tango technology to add a parental control system to help parents manage their younger children on educating their smartphone usages.The potential of the parental control market gradually emerged over the past few years. With the constant development of science and technology, new generations started to interact with smart products since they were born. The huge amount of information is changing the way how new generations socialize with each other, which lead to a lot of controversial discussion on family culture shifts. Many parents have a hard time communicating with their kids. Parental control app, if used properly, gives parents a bridge to set up rules for their children to use the smart device in a healthy way. We think a combination of affordable wireless plan with parental control is a exciting direction to spend time on.

User persona

So when we were thinking about the registration and login process, we were considering from the parent’s perspective. We added the step to add their children’s information during the process to complete a family set-up while letting the account creator get familiar with our features.

Back-end Structure
Based on the above fundamental thoughts, we went with two account types: administrator accounts and sub-accounts. The first created account is automatically an admin account, and the owner can add any number of sub-accounts into the family to manage them. In fact, most of the major carriers are using the same model. On top of that, after we did some research regards to current popular parental control apps, we provided the management functions giving admin account authorities to set up rules to use each smart devices.

Kids who are using the sub-accounts can view the settings by their parents. They can communicate with their parents on how they want to spend times on their smart devices in following their family culture. My personal concerns at this point are the possible situation where parents abuse their power on setting up more restrictions, which may worsen relationships within the family.

Web Design

The first thing I did was to create the structure of our website from the time the user first came to the landing page, to the promotion section, and then to the account creation process. The landing page acts as an entryway to introduce our services and guides users to understand our products. The marketplace provides a complete products breakdown for the user to review and compare their needs. The customer support page ensures customer satisfaction. At last, we have our menu which includes the entry point to the on-boarding process.

Most of the MVNO carriers' web interface consists these components: Header, Promotional Banner, Features, Price chart, and more information.

We value users’ first time experience visiting the website. We started to polish the on-boarding user flow to collect all necessary information while making the registering steps as short as possible.

After determining all the elements with each page, we began to design the interfaces. I like Apple’s website UI. It’s clean and simple without many different colors. So I went simple and clean during this step. At the same time, I added some micro-interactive animation to deliver positive feedback to users after they make a decision, which making the on-boarding process smooth.

Prototype

I started to create interactive prototype after tweaking the visual style and some details. It is my favorite step of the design process. It allows me to present the interactive UI in a short amount of time with a design almost at the production level. We can spend time to review and critic to figure out ways of improvements.  

Web on-boarding Flow:


Web Marketplace:

We stopped at this step on web platform since the next step involves user A/B test and creating viral guidelines, which would consume additional resources since this is not a real project.

Instead, we began to put our hands on the smartphone platform.

We started working on the signing-up process on smartphone platform too. We applied text authentication process to hep users link their created account with their app so that the admin account can perform the same action in the app such as edit and update all features, or DIY based each sub- user's situation.

App sign-in:

IOS Visual Exploration:

Since our core feature is the advanced parental control system, the key is to design a user-friendly dashboard across our app for user to quick access all the information. We started with a data focus UI to present each tool.

We realized that this data focused style is counter to our original idea of using parental control as a bridge to benefit family relationships. We hope that the parental control app we designed is not only a tool to manage and restrain the kid’s freedom, but a buffer zone to establish a mature relationship between parents and kids. So we re-designed the visual style and added some foundational settings to give kids the freedom to still using their devices under reasonable situation even under the maximum restrictions.

Fun and bold:

Fun and bold v.2

While rethinking the app interface and its user experience, we came up with a new idea on using a bot with a conversational design to help users go through the on-boarding experience. We tested a couple of popular bot featured apps and summarized bot’s advantages and disadvantages. 

Conversational interaction:

Utilizing its advantages, we did a quick on-boarding mock-up with bot guiding user through the sign-up process, with several different UI to react with the bot, such as using selections and buttons to replace the traditional keyboard area on the phone screen. 

Bot on-boarding:

I used the default Material Design template to create a user-flow for us to review. We discussed how each UI could contribute to the on-boarding process, and the potential improvements we can polish.

App on-boarding with bot:

This is where we stopped this imaginary project since we covered all the key areas regards to the goals we wanted to achieve. We wanted to see what we can come up with the idea of MVNO combined with Tango technologies, and we treated it as a real project to went through our design process from user research to wireframing to visual development and some reviews and critics. We all learned a lot of and had a lot fun from this project which will help each of us on future projects.

Case study: MVNO | Conceptual project

One of the fun things we do at Tango is to work on conceptual projects from time to time. We try to come up with random ideas and express our creativeness around them without thinking too much about constraints such as budget, time-frame, and scale. We treat them as a real problem to solve and a real goal to achieve, utilizing all the knowledge and skills we learned over the years and apply them to those projects, and we had a lot of fun during those projects.MVNO concept is one of the fun imaginative projects we had recently, which we tried to build a new wireless provider brand based on the technology Tango currently have.The idea was based on Tango has a huge amount of user base. Our users use Tango every day to communicate with their family and friends using free text and video calls. It would be cool if Tango can also provide economical phone plans as a wireless provider.

Project details

Work:   Tango Me
Category: Product Design
Date:     October 2016
Web:     www.tango.me