Challenge

DrimTel’s website faced significant usability and communication barriers that impacted customer engagement and conversion rates. Users struggled to grasp the company’s unique selling points, including its 50% profit donation model and contract-free flexibility. The plan comparison experience was overwhelming, with excessive details and unclear distinctions between options, making decision-making difficult.

The checkout process lacked trust-building elements like security indicators, transparent pricing breakdowns, and a clear step-by-step flow—leading to high cart abandonment rates. Furthermore, users locked into contracts with other providers had no way to express interest or stay engaged, resulting in lost conversion opportunities.

Key UX Pain Points Identified:

✔ Unclear brand messaging – Social impact story was underplayed
✔ Confusing plan comparison – No side-by-side breakdown or key feature highlights
✔ Lack of trust signals at checkout – No clear security indicators or pricing transparency
✔ No retention strategy for users in contracts – No “remind me later” or follow-up system