Trends Report

Wireless Carriers Suffer Common Usability Issues

Forrester Applies Its Web Site User Experience Review Methodology To Four Wireless Carriers

November 23rd, 2010
Adele Sage, null
Adele Sage
With contributors:
Ron Rogowski , Shelby Catino

Summary

Forrester evaluated the Web site user experience of the four largest US wireless carriers: AT&T, Sprint, T-Mobile, and Verizon Wireless. Overall scores were mediocre: No site received a passing grade. AT&T came out on top, but competitors scored within four points of it. The most common usability flaws we uncovered were insufficient content and functionality, inefficient task flows, poor page layouts, and unclear language. Though flawed, each site also demonstrated some best practices, like Sprint's simple monthly plans and AT&T's detailed phone camera specs. To improve the online customer experience, site owners at wireless operators should add detailed product content, improve filtering and narrowing options, and clarify language.

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