Improving app usability through customer insight

giffgaff wanted to find out what level of understanding their existing and prospective members had of the different mobile packages they offered – and what their individual benefits were – by conducting usability testing on their new app dashboard.

giffgaff’s key objectives for this project were:

• To understand what users thought of the various packages available to them and what they included
• To identify if users fully understood the packages on offer, and the benefits unique to each one
• To identify what made consumers decide which was the right package for them, and why