Redesigning Bolt-ons for Clarity and Choice

Streamlining the MyJT app’s bolt-on experience with categorization and structure to reduce decision fatigue and improve selection.

Overview

As part of the user testing for MyJT app launch, we unexpectedly discovered that customers were struggling to select the right bolt-ons such as extra data, travel packs, or local call options. While the original design seemed functional to the team, testing revealed that the interface was cluttered, lacked clear categorization, and made navigation difficult. This led to confusion, frustration, and decision fatigue. 

Based on these insights, we redesigned the bolt-ons experience, streamlining the layout, organizing options by purpose, and , introduce clear categorization to support better decision-making. The improvements led to a more user-friendly experience and less support required for bolt-on purchase

The Old Experience

Usability Gap

• All bolt-ons are shown in one long view, regardless of whether they are data, roaming, or local. Users had to scroll and mentally group things themselves, which caused decision fatigue.
  
• Bolt-ons appear in an unstructured order. This made it hard to compare similar options or understand context.
• No way to filter by type (data, roaming, etc.). Users with specific intent (e.g., only looking for international options) had to scroll and search manually.

The Problem

User testing ahead of the app launch revealed several usability issues with the existing bolt-ons and bundles interface. While the design was originally assumed to be functional, it became clear that users were struggling to find and select the right options. The core problems included:

• Lack of Categorization: Bolt-ons were displayed in a single, unstructured list without grouping by type (e.g., data, travel, local), making it difficult for users to navigate.
• Poor Information Architecture: Without logical grouping or filtering tools, users had to scroll extensively and manually compare options, leading to confusion and inefficiency.
• Decision Fatigue: The overwhelming layout and absence of guidance caused cognitive overload, especially for users unsure of what they needed.
• Abandoned Tasks and Frustration: These design shortcomings led to drop-offs, increased support inquiries, and negative user feedback.

Direct quotes from usability sessions reinforced these findings:

• “Everything looks jumbled. I don’t know what’s what.”
• “I can’t find what I need easily.”
• “Why can’t I just filter by what I need?”
  These insights made it clear that a redesign was necessary to streamline the selection process, reduce friction, and improve overall user satisfaction.

Data Collection Strategies

User Testing

The core usability issues were uncovered during user testing sessions conducted in preparation for the app launch. While we initially assumed the bolt-ons interface was clear, testing revealed that users struggled to understand and select the right options. Participants expressed confusion around the lack of categorization and a desire for a simpler way to find relevant bolt-ons

Competitor Analysis

We analyzed the bolt-on (and add-on) flows of industry competitors to uncover UX best practices. This helped us benchmark our solution against market standards and ensure our approach was both intuitive and competitive.

Dealing with Constraints

• Balancing Complexity and Simplicity: We needed to ensure that all bolt-ons were categorized without overwhelming users with too many options. The design needed to strike a balance between providing enough choices and maintaining clarity.
• Stakeholder Buy-In: One major constraint was convincing stakeholders to prioritise this improvement. We supported our proposal with data-backed insights from user testing, showing that these changes would reduce support load and increased conversions.

Solutions

Refinement

• Categorization Tabs Added: To allows users to narrow their focus, reducing cognitive load rather than scroll through everything
  

Opportunities for Improvement

• Offering Recommendation: Users benefit from subtle nudges e.g., tags like “For you” or “Best Value.” would help decision-making and can drive sales of certain bolt-ons.
• Sorting and Filtering Options: Adding multiple sorting options, such as "Price: High to Low" and "Relevance" would enable users to narrow down their choices based on their preferences.

  

Outcome & Measurable Impact

Several qualitative indicators pointed to clear improvements:

• categorization made it easier to find what they needed, especially for roaming and international options

• Stakeholders and internal teams noted fewer customer complaints and support escalations related to bolt-on selection.

    Email   |    Linkedin    |    Blog