One group, four kinds of business: ote.gr, otetv.gr, cosmote.gr and germanos.gr

The situation

One telecom group ran four businesses online, each with its own visitors and its own job to do: ote.gr for fixed-line and internet customers, otetv.gr for TV viewers, cosmote.gr for mobile customers, and germanos.gr for the group's electronics retail chain.

What was at stake

Four businesses meant four ways to fail a visitor. A customer who cannot report a fault or check an order online phones the call centre. A viewer who has to remember programme times misses them. A shopper who meets a hidden cost or an unclear error at checkout leaves a sale that was nearly made.

The decision that mattered

One set of practices for checkout, pricing and payment, product finding, and mobile and testing, applied on ote.gr first and then carried over to cosmote.gr and germanos.gr, so each new store started from what had already worked.

What was done

• Led the creation of the new ote.gr portal: guided the teams that gathered and processed the business requirements, chaired the meetings that weighed the implementation options, and led user acceptance testing.
• Put self-service on the portal: registration and customer authorisation, one-click service upgrades, real-time internet line checks, e-bills and payment with call details, fault tickets, and complaint and order status.
• Led the creation of otetv.gr, with a favourites list and notifications for TV programmes, so viewers do not have to remember what is on.
• On the stores, checkout: fewer steps, only the fields needed, guest checkout, inline errors that keep what the customer typed, and a progress bar with named steps.
• Pricing and payment: every cost shown before checkout, several payment methods, saved payment details, and security reassurance next to the card fields.
• Product finding: search suggestions that tolerate spelling mistakes, filters that show product counts and never lead to an empty page, and breadcrumbs.
• Mobile and testing: a single-column checkout that works with one thumb, page-speed work, and A/B tests of one change at a time against set measures.

Results

• Golde-volution awards, December 2013, for the redesign and relaunch of ote.gr

• The new ote.gr portal was recognised by top management for its functionality and design.
• The e-shop, moved to a new CMS and e-shop platform, was recognised by executive management for surpassing traffic and conversion rate.

What lasts

One way of working across four kinds of business. As Digital Interfaces and UX Team Leader, Matthaios later created common interface and user experience guidelines across the COSMOTE brand's websites and apps.

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