We created a new look & feel and improved user experience for the online phone repair platform Dr. Mobile. Here’s a look behind the scenes of the creation process.
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New identity for Dr. Mobile
Dr.Mobile, a daughter of DynaGroup (Nuth, NL) is an existing online repair service for mobile phones. They fix a large amount of devices a month, and do this according to the highest standards in both service and quality. Dynalean, who was in charge of the projet, felt it was the right time to improve both the design of the existing platform and its functional efficiency. The objective was to enhance customer satisfaction by only delivering top-notch services, and give the brand a completely new identity.
A co-creative team
We put together a close team of our own people and a Project leader, Business Development manager, Functional Analyst and Content Manager at Dynalean side. We all had a very clear goal in mind: come up with a fresh rebranding for Dr. Mobile, design an easy-to-use online platform and an enhanced customer care service for Dr. Mobile customers, and businesses using their services.
Understanding the user
We analysed the data of the existing website to get a better understanding of the end user. Where does he come from, how does he enter the service, which actions does he take while on the platform, when does he abandon the service? But also: how many users reach their end goal and actually receive their repaired device at home? We worked out multiple personas and selected the most relevant one to base our design upon.
Improve the existing service
We laid a huge focus on UX, to make the service run smoother, more user-friendly and much faster. First up: an intake of the existing service implementation (website, warehouse repairs, contact moments with the customer, transport logistics). We drafted the user journey, from the user problem right until the goal achievement. We then laid out the current service blueprint and identified where the customer service touch points could be improved, always with the selected persona in mind.
To improve the service even further, we also had a closer look at the brand itself, its market position (who are the competitors?) and its perception in the market.
With the persona, analytics and service logistics in mind, we designed a high-level flow of all the steps the user will need to take on the online platform. This high-level approach required some abstraction skills. It’s an easy way to plan the pages that are needed, and create an overview of all the user and service steps. This allows quick iterations and adjustments if needed. Having the client nearby is extremely important, since he is an expert in his own domain, and knows best how his back-end service (organisation and logistics) works.
How does it look?
From that high-level flow, we started designing wireframes where all the content blocks are laid out. At this point we started involving copy to help translate our bullet points into actual copy that matches the tone of voice of the band, and conveys the correct message to the user. We designed a new logo and gave Dr. Mobile a complete new identity. Dr.Mobile is caring, friendly, easy-going, fresh. We’ve created a strong and very distinctive Dr.Mobile brand, from its logo to the way the brand talks to its customers.
More than fixing phones
Dr. Mobile is much more than just a ‘phone fixer’. It is a complete service-oriented partner that wants to take away any concern its customers may have. It takes care of those customers, in the largest sense. This includes picking up the broken device at home and returning it, and preventive tips.
Customer service is given a much more prominent role, and this requires internal commitment throughout the organisation. Quick Brown Foxes is guiding the Dr. Mobile content team to set up and execute a solid content strategy.