AND Digital / Spotlight / Case Study

How a bespoke, responsive web app increased conversions for TalkTalk.

About TalkTalk

Telecommunications giant, TalkTalk connects more than 4 million people every day, over the phone and online. 

With a £7 million marketing campaign fast approaching, TalkTalk realised their sales website wasn’t set up to successfully attract and convert traffic from their six consumer segments.

Whilst TalkTalk had an internal digital capability set up, they knew they would need external help to relaunch the new site in time. 

AND answered that call, joining forces with TalkTalk to work as a blended Scrum team. We collaborated with other teams across the organisation, as well as offshore API teams, a UX team and SIT.

Building bespoke customer journeys

A key outcome was to increase new acquisitions and conversions across TalkTalk’s TV and broadband packages.

To address TalkTalk’s need to attract six audiences through one website, AND developed end-to-end journeys for each segment, with personalisation and call-to-actions that spoke to their individual preferences. 

The web user interface was dynamic and had to integrate with a variety of complex PHP APIs. With this in mind, the team chose AngularJS, which provides both in-built form binding and the ability to easily interact with HTTP APIs using consistent patterns.

Becoming Agile

Alongside the delivery of the web application, AND also worked closely with various Scrum teams across TalkTalk, delivering a varied programme of training to upskill them in Agile ways of working. This included:

  • Running bespoke Agile Bootcamps

  • Holding Lunch ‘n’ Learns on a range of topics

  • Delivering specialised training in product management

AND also worked with TalkTalk to augment their existing teams with new analysts and developers, enabling them to maintain the rapid pace set by the blended team, while maintaining high-quality of all outputs.

AND’s team of dedicated Agile coaches are also offering ongoing coaching and guidance to TalkTalk.

Key outcomes

TalkTalk saw an overall increase in new customers following the launch of the new responsive site, with a 12% in mobile conversions alone.

As a result of the improved UX and CX, the organisation also climbed to second place on multiple UK-based price comparison sites. 

On top of the initial scope of work, we also built a UI component library and analytics solution.

Following the launch, we have replatformed other areas of the website, including their My Account portal. Since going live:

  • Login time has reduced by 45%

  • Calls to customer call centre has reduced by 5%

  • GDPR regulations are being met ahead of time

Through the Agile upskilling training AND has run with TalkTalk, the following improvements have been realised:

  • All Scrum teams across TalkTalk are fully adhering to Scrum best practices.

  • There is a better team culture, through the introduction of social events, pulse checks and wider retrospectives.