2. Context
I wanted to order a broadband connection online...
It was tougher than I imagined...
2
3. Contents
A critical review of:
1. How are Indian telcos helping customers find their products (Search)
2. How are Indian telcos help customers choose and buy their products
(User Experience)
3
4. Search Trends
There are 100K+
relevant
searches every
month. Each is a
potential
customer
4
5. Search Trends
Broadband Delhi
and broadband
plans are two of
the most
important
keywords
5
6. Search
The most clicks (and free!)
will come from this box.
All links here are dated and
not very relevant
6
7. Search
Telcos channel
partners are
active but not
the company
itself
7
8. UX - Price Comparison sites (broadbandplan.in)
Unfortunately, it only
gives you corporate
Great interface, Great information rather than
interaction design an immediate ‘buy option’
8
9. UX - Price Comparison sites (broadbandplan.in)
Static content – date
unknown – no links for
further information/
purchase
9
10. UX - Airtel
Interesting concept of fast,
faster, fastest
• Extra scroll bar makes
comparison very difficult
• Wasting half the page
10
11. UX - Airtel
Site feature not working
on chrome.
Chrome is now the world’s
leading browser
11
12. UX - Airtel
Redundant
questions –
giving the
customers
more reasons
to leave the
site
12
13. Tikona
Barely visible
text
Use of image
instead of text
harms
‘searchability’
13
14. UX Tata
• Simple, Clean
interface and
design
• HTML text
better than
images
• Good call to
action button
Should have
avoided double
scroll
14
16. UX - Tata Indicom Photon
No company logo?
This seems to be en
aggressive channel
partner
16
17. UX - MTNL
Two sites – two
different information
pages – which is
accurate?
17
18. Example of Good UX – British Telecom
BT recognises that
‘choosing’ is tough.
Hence the emphasis
here through colour
and layout design
18
19. Example of Good UX – British Telecom
Very clear text
and navigation.
Showing cheapest
option first
Call for action +
cross-sell and up-
sell
19
20. Example of Good UX – British Telecom
Extremely easy to
use plan selection
tool
20
21. About Us
• Gaboli (www.gaboli.com) is a leading provider of web solutions to
education and enterprise clients.
• Our expertise lies in:
– Web Consulting
• Strategic Roadmap development
• User experience design and management
• Training
– Development
• Open source LAMP based web applications
• Cloud based product design and development
21
22. Some of our Customers
Web Consulting
IIT Bombay
Building Online
Communities
Digital Marketing/
Social Media
Web
Development
22
23. Core Management Team
Vineet Jawa: Co-founder and CEO (ISB Hyderabad 2005; SRCC, Delhi University)
• Nine years of experience in information technology industry across consulting and sales
• Teaches e-marketing to MBA students and focused on user adoption in education technologies
Ashok Hariharan: Co-founder and Director (ISB Hyderabad 2006; BSEE, Penn State Univ.)
• Ten years of experience in the internet and telecommunications industry
• Has worked for several start-ups in the US, India and consulted on market entry and funding strategies
• Ashok is CEO of IDfy.com and assists in Gaboli part-time.
Lokesh S: Director of Delivery and Technology
• 15 years of experience in technology field in companies such as Thomsonreuters
• Extensive experience in leading projects across the software development life-cycle
Amit Agarwal: Business Head
• Extensive experience in consulting and opportunity assessment in companies such as Rocsearch
• Heads strategic initiatives and consulting assignments for Gaboli
Anant Patani: Progamme Manager
• Over seven years of project management experience
• Entrepreneurial background in the area of embedded systems
