The main goal of the Web site redesign was to simplify the shopping experience and closely guide customers through the process of selecting cell phones, plans, and any additional services and accessories.

Another goal of the redesign was to replicate the in-store shopping experience online by creating features that make the phones come to life on the Web.

Since Cricket is a smaller wireless carrier and is lesser-known in some markets, the site also added new content to help shoppers learn more about Cricket, why Cricket is different, Cricket’s product offerings, and coverage areas before making a decision to purchase.

MyCricket.com mainly serves a younger (18-35), less affluent audience who visit the site to purchase cell phones and cell phone plans online. The site also serves current Cricket customers who visit the site to manage their accounts, purchase additional features, or upgrade their phones/plans.

  • Cell phones were designed to display in a grid format with large phone images, and filters to the left, which allow shoppers to narrow phones by key features, manufacturer and/or price. > view page
  • Details overlays are also available for phones with many phones containing 360 degree views, size comparison images, zoom, and additional images of the phone. > view page
  • Cell phone plans were designed to display horizontally from lowest to highest in price in order to make comparing plans as easy as possible. After testing alternate versions in both wire frame and creative forms, the final layout was preferred by the majority of usability testers. > view page
  • All 5 steps of the shopping experience are noted in a stepped indicator at the top of each shopping page, with a green check mark displaying after that step has been completed. > view page
  • The 1-800 number for the call center was made prominent throughout the entire site since many Cricket customers prefer live assistance through the shopping process. > view page
  • Easy, Safe, Secure” messaging was added to all Shopping Cart pages to ensure shoppers of the safe shopping experience and to remind them of the easy return policy.
  • The Learn About section was added with content to educate shoppers on who Cricket is and why they are different, and also included details on the type of phones and plans that Cricket offers. > view page
  • The Community section was also added to communicate Cricket’s philanthropic efforts, feeds from Cricket’s social media efforts (e.g., Facebook, Twitter and YouTube), and events/promos from various markets. > view page