Client
UScellular
My Role
UX Strategy
UI/Visual Design
Overview
US Days is UScellular's major promotional campaign that celebrates current customers by offering exclusive promotions and giveaways. US Days came out of a 2024 business goal to aggressively increase current customer upgrades.
Goal
To create the strategy and US Days campaign execution on UScellular's digital platforms in order to increase current customer upgrades.
Customer Journey Map & Digital Direction for US Days Styling
Process
Since customers could engage with the campaign through multiple channels, it was essential to identify key touchpoints on UScellular's website and mobile app. Creating a customer journey map informed the digital strategy for this campaign and helped align stakeholders on the integrated experience.
Initial campaign creative was made by an external agency for paid advertising and in-store promotions. These assets had to be adapted and optimized for digital while maintaining visual consistency across all campaign touchpoints.
Solution
The upgrade page was at the heart of the campaign that presented customers with giveaways and offers with their requirements clearly stated. This page also presented additional information on the upgrade process.
Additional pages, notably the home page, prepaid page, deals page, and My Account dashboard, were updated to reflect the US Days campaign.
Upgrade Page with the US Days Campaign Creative
Home page, Prepaid page, and My Account Dashboard with US Days Campaign
Results
The US Days campaign produced significant results, including:
- 87% increase in total homepage clicks compared to the same period the prior year
- 65% increase in click-through rate on home page cards to our different lines of business
- 16% increase in device upgrades between the first and second phases of the campaign
- 70% increase in total purchases after clicking on the primary home page offer between the first and second phases of the campaign