Improving app usability through customer insight with giffgaff

What our client wanted

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
Image of two sketched prototypes. First image shows a dashboard prototype and the next is the select goody bag carousel.
An early-stage paper prototype of giffgaff’s app

What we delivered

  • Lab-based usability testing sessions took place in Bunnyfoot’s London studios
  • Recruitment of five participants, including giffgaff members and customers of other mobile network providers using Bunnyfied recruitment services
  • Testing of a prototyped design – built by gifffgaff with AXURE – conducted on iPhone 7
Two screens that were used in the usability tests carried out on the key features.
Usability testing of the app’s key features

The results

  • Testing helped highlight the need for more clarity regarding the differences between the mobile packages giffgaff offer, and at which stages of the user journey this information was presented
  • The sessions helped identify which features of the app users responded most positively to, and why
  • Feedback from participants about both the content in and design of the app provided actional insights that could be used to make key areas of the app more accessible
  • Participants also helped identify improvements that could be made to some of the app’s features (such as credit top-up functionality), in order to make them feel like they had more control over the process

This was giffgaff’s first experience of running an agile sprint project, and it gave them valuable insight into the level of understanding their customers had about their proposition, as well as giving them actionable findings regarding features and functionalities to implement in future iterations of the app.

Please complete the following form, alternatively, you can email us. For jobs and work experience opportunities, please visit our jobs page.


Office hours

We are available weekdays, 9am to 5:30pm.

We aim to respond to all messages within 24 hours, if sent within our office hours.