Bluegrass Cellular

UX & Design, Digital Development, E-Commerce, Analytics

The cellular provider by and for Kentuckians

There are lots of heavyweights in the cellular service provider market. Bluegrass Cellular doesn’t mind -- the Kentucky-based company punches well above its weight. A leading cellular provider in both its home state and Tennessee, Bluegrass Cellular has been growing steadily since it was founded in 1991. But in order to stay competitive in the crowded telecommunications industry, they knew the experience of purchasing a new plan or mobile device online had to be seamless. That’s where FortyFour came in.

With one of the best respected e-commerce and responsive design practices in the Southeast, FortyFour was a natural choice when Bluegrass Cellular decided to reimagine their web and mobile shopping experience.

An effortless purchase path

The most important element of our work with Bluegrass was ensuring their customers could easily purchase new cellular plans or mobile devices. Their old site was slightly confusing - depending on what product you were purchasing, your experience might differ drastically. Our information architects and user experience designers joined forces to create an elegant and intuitive online shopping experience. Searching for a particular smartphone brand or picking a plan that made sense for your family would be easier than ever.

The result: In the 4 months following the site relaunch, completed orders were up over 590% compared to the same period the previous year.

Putting customer value first

Another serious consideration was the role promotional material would play on the site. Bluegrass Cellular, like FortyFour, is a strong believer in providing the best value possible for their clients. They often offer promotions that their customers love to take advantage of. Our fully responsive web design made sure that deals and other promotions were featured prominently, no matter what device you were viewing the site on.

Again, the numbers showed the impact of our work. More devices were sold after the relaunch in Q1 2016 than in the first 9 months of 2015 combined.

Our work with Bluegrass Cellular was driven by a firm commitment that thoughtfully designed, user-friendly platforms are indispensable if online sales are going to be a serious contributor to your company’s revenue. By fully reimagining their online customer experience and modernizing their digital platforms, we were able to help Bluegrass Cellular keep pace in a competitive telecommunications market.

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