Integrated Trade-In - Research Study
This research explored user challenges in phone trade-ins for Tesco Mobile, focusing on valuation transparency, trust, and process complexity. Insights from surveys, interviews, and competitive analysis informed two trade-in user flows: a quick assessment for speed and a detailed assessment for accuracy. These findings provide a foundation for future design improvements and implementation strategies.
Integrated Trade-In for Tesco Mobile – A UX Research Case Study
Company: Tesco Mobile
Objective: Understanding user behaviour, concerns, and expectations around phone trade-in to improve the online trade-in experience.
My Role: UX Researcher
Methods Used: Surveys, interviews, empathy mapping, journey mapping, competitive audit, user flows, and design recommendations.
Key Questions:
• Are users familiar with trade-in programmes?
• What motivates or discourages them from trading in their old phones?
• How do they want to complete the trade-in process?
Problem Statement:
Research Methodology:
Survey 1: Understanding Trade-In Customer Behaviour
Participants: 500 (via Attest)
This survey aimed to understand Tesco Mobile customers’ familiarity with phone trade-in, their motivations and concerns, and their expectations from a trade-in process. A total of 500 participants from the United Kingdom took part, providing quantitative insights into trade-in behaviours.
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Key Findings
1. Trade-in Awareness & Barriers
The most common reasons users avoid trade-ins include concerns about valuation, preference for keeping old phones, and complexity of the process.
💡 Insight:
Lack of perceived value and complexity in the process were key deterrents to trade-in adoption.
2. Trade-in Experience
Most participants who had previously traded in a phone reported positive experiences, while a smaller percentage had negative interactions.
💡 Insight:
While the majority of users had positive experiences, there is a notable portion (around 14%) who had negative trade-in interactions, indicating areas for improvement.
3. Ease of Trade-in Process
Participants rated how easy or difficult their last trade-in process was, Over 78% of users found it easy, but some still faced difficulties.
💡 Insight:
A significant 78.4% of users found the trade-in process easy or very easy, but a small percentage found it difficult, which could be linked to pain points such as valuation uncertainty or unclear instructions.
4. Trade-in Price Perception
When asked about their thoughts on the valuation price offered for their old phone, More than 30% of users were unsure about the fairness of their trade-in price.
💡 Insight:
More than 30% of users either questioned the fairness of the trade-in price or felt they received a lower-than-expected valuation. Transparent pricing and better communication of valuation factors could improve trust in trade-in programs.
5. Trade-in Priorities
Users prioritise getting the highest valuation, followed by a smooth process and trust in the company.
💡 Insight:
While price is the top priority, a smooth, hassle-free process and brand trust are also crucial factors influencing trade-in decisions.
Key Takeaways & Opportunities
Addressing Valuation Concerns: Users need clearer communication on how trade-in values are determined to build confidence in pricing.
Simplifying the Process: While most users found trade-in easy, addressing pain points related to complexity could make it more accessible to hesitant customers.
Enhancing Awareness: A portion of users were unaware of trade-in options, highlighting an opportunity for better marketing and educational content.
Building Trust: Since trust in the company is a key factor, Tesco Mobile can leverage its brand reputation to reassure customers about security and fairness in trade-in transactions.
Survey 2: Phone Trade-In Experience
Participants: 50 (screened for prior trade-in experience)
This survey focused on users who had previously traded in their phones, exploring their awareness of the process, concerns, overall experience, and factors that mattered most when trading in.
Key Findings
1. Awareness of the Trade-in Process
Most users found trade-in simple, quick, and easy, appreciating its financial and environmental benefits. Some had concerns about data security and payment reliability, while a few felt scammed by low valuations. Many saw it as a cost-saving method for upgrades.
💡 Insight:
Clearer communication on pricing, security, and expectations could improve confidence.
2. Trade-in Concerns
The biggest concern was getting a fair price, followed by worries about lost devices, data security, and trust in the process.However, some users had no concerns, indicating confidence in the system.
💡 Insight:
Transparent pricing and secure return options can ease hesitation.
3. Trade-in Experience
Most found the process easy and hassle-free, valuing the ability to receive money or store credit. Some faced low offers, damaged phones, or deductions, while convenience of online and in-store trade-in was appreciated.
💡 Insight:
Ensuring fair valuations and flexible payment options can enhance user satisfaction.
4. Suggested Improvements
Many users wouldn’t change anything, but some wanted higher payouts, faster service, and better explanations. A few preferred an online-only trade-in option for convenience, while others explored alternative selling methods for better prices.
💡 Insight:
Optimising pricing, service speed, and online trade-in options could increase engagement.
5. Most Important Trade-in Factors
Users prioritised price, fairness, and transparency, followed by environmental impact, company reputation, and convenience.
💡 Insight:
Emphasising competitive pricing, trustworthiness, and sustainability can drive adoption.
Key Takeaways & Opportunities
EnhancePricing Transparency – Users want fair, predictable trade-in valuations to build trust.
ImproveConvenience – Faster processing, all-online options, and flexible payment methods can streamline trade-in.
AddressSecurity & Trust Issues –Clear communication on device handling, secure returns, and data protection can ease concerns.
LeverageEnvironmental Messaging –Many users appreciate recycling benefits, making it a valuable selling point.
StrengthenCustomer Education – Simplifying trade-in terms, pricing breakdowns, and step-by-step guidance can improve confidence.
Interviews with Tesco Mobile Customers
Two Tesco Mobile customers were interviewed about their trade-in experiences, concerns, and expectations.
Key Insights
One participant previously traded in through Mobile Phones Direct but had concerns about unexpected value reductions due to minor scratches. He suggested a photo or video record of phone condition before sending it. While he found the process straightforward, he lost trust in third-party companies and expected Tesco Mobile to offer better service. He preferred trade-ins with home pickup, AI-assisted grading for accurate valuation, and a clear condition assessment process. He also supported trade-ins linked to charity donations and found reminders on product pages helpful.
The second participant had used trade-in with another network but also sold phones independently through CEX and Facebook Marketplace for better cash offers. While trade-ins were convenient, she felt network-based offers were lower than marketplace alternatives. She described the process as simple and seamless but noted that valuation transparency was lacking. She expected Tesco Mobile to be trustworthy and fair, valuing honest customer service and clear pricing without hidden deductions.
💡 Insights & Opportunities
Improve transparency in valuations – Provide upfront assessments with clear condition-based pricing.
Offer alternative payment options – Users value cash over store credit, making flexible payment essential.
Enhance convenience – Home pickup and AI-powered grading could increase trust in valuations.
Highlight brand trust & customer service – Tesco Mobile is perceived as reliable, but reinforcing fair pricing and transparency is key.
Explore sustainability & charity integration – Users see value in trade-ins benefiting social causes.
Empathy Mapping & Insights Synthesis
Empathy Map: Categorising User Feedback
The insights were mapped into four key categories:
• DO: Many users were unsure about the trade-in process, sold phones elsewhere for better value, or gave old devices to family members.
• THINK: Users found trade-in quick and easy but some had concerns about fairness, trust, and transparency in pricing.
• SAY: Some felt confident and satisfied, while others worried about not getting paid, phone loss, or unclear valuations.
• FEEL: Users experienced anxiety about payments and security, but also felt safe and reassured when the process was smooth.
💡 Insight:
Users desire clarity, trust, and a seamless experience to mitigate concerns and enhance trade-in adoption.
Pain Points (Clustered Themes)
1. Trust & Transparency Issues: Users worried about unfair valuations, unclear deductions, and misleading pricing.
2. Security Concerns: Fear of losing phones in transit, data security breaches, and delayed payments made some hesitant.
3. Process Complexity: Some found trade-in steps confusing, making them opt for alternative selling platforms.
4. Payment & Valuation: Users were concerned about low offers, delays, or not getting paid at all.
💡 Insight:
Addressing valuation transparency, payment reliability, and secure trade-in logistics can improve confidence.
Gains (Clustered Themes)
1. Convenience & Simplicity: Many users found trade-in fast, easy, and efficient, especially with clear instructions.
2. Trust in Established Brands: Some users felt Tesco Mobile was more reliable than third-party services.
3. Environmental & Social Benefits: Users liked that trade-ins supported recycling and could benefit charities.
4. Seamless Integration in Purchase Journey: Those who traded in while upgrading valued the streamlined experience.
💡 Insight:
Promoting simplicity, trust, and sustainability benefits can make trade-in more attractive.
Customer Journey Mapping
Journey Map Overview
The customer journey for trade-in follows five key stages:
1. Making the Decision to Purchase a New Phone – Customers feel happy and excited, anticipating a new device.
2. Doing Research – Feelings shift to uncertainty, confusion, and overwhelm as they compare options.
3. Choosing New Phone Specs & Tariff – Users remain unsure and focused, carefully evaluating choices.
4. Trade-in Process – This is where frustration peaks, with users feeling impatient, cautious, worried, and nervous about valuation, trust, and security.
5. Completing Purchase – Once the trade-in is confirmed, users feel happy, excited, relieved, and looking forward to their new device.
💡 Insight:
The trade-in stage introduces hesitation and anxiety, making transparency and guidance crucial.
Key Pain Points & Opportunities
Unclear Trade-in Value – Users worry about getting a fair price.
🔹 Opportunity: Provide instant, transparent valuation tools to build confidence.
Device Condition Assessment Uncertainty – Customers struggle to self-assess phone condition.
🔹 Opportunity: Offer clear guidelines and visual examples for condition grading.
Fear of Phone Loss or Damage in Transit – Users are nervous about sending in their phone and not receiving the expected payment.
🔹 Opportunity: Provide insurance, tracking, and reassurance on lost/damaged trade-ins.
Data Security Concerns – Customers worry about personal data not being wiped properly.
🔹 Opportunity: Include step-by-step data reset instructions before sending in the device.
Slow & Complex Process – Customers want quick valuations and a seamless experience.
🔹 Opportunity: Make the trade-in process as fast and integrated as possible with real-time updates.
💡 Final Takeaway:
Optimising clarity, convenience, and security at the trade-in stage can significantly reduce drop-offs and increase customer trust.
Competitive Audit
A competitive audit was conducted to evaluate Tesco Mobile’s trade-in experience against leading industry standards. The analysis focused on trade-in ease, valuation transparency, process efficiency, and unique features that enhance customer experience.
Key Strengths & Weaknesses Identified
Trade-in Flow & Customer Experience:
• Some providers offer seamless in-app trade-ins with instant quotes and integrated purchase flows.
• Tesco Mobile currently lacks an app-based trade-in option, which could streamline the process.
Valuation Transparency:
• Leading platforms provide real-time trade-in quotes and detailed device condition checks.
• Some trade-in systems display savings as a monthly discount instead of showing the total trade-in value, which can be misleading.
• Tesco Mobile could enhance trust by offering instant valuation tools and clearly outlining how prices are determined.
Trade-in Conditions & Flexibility:
• Certain providers restrict trade-ins to same-brand devices, while others allow any phone model.
• Tesco Mobile could increase accessibility by expanding trade-in eligibility for different brands and conditions.
Convenience & Process Efficiency:
• Some providers enable QR code scanning for instant trade-in quotes, reducing user effort.
• In-app processes allow for automated phone condition checks, improving accuracy and trust.
• Tesco Mobile could introduce faster verification steps or a simplified online trade-in journey.
Trust & Customer Perception:
• Some trade-in platforms are highly rated for transparent pricing and smooth user experience.
• Customers value straightforward terms and reliable valuations in their decision-making.
• Tesco Mobile, as a trusted brand, could further reinforce credibility by offering clearer condition assessments and trade-in guarantees.
Key Opportunities for Tesco Mobile:
1. Implement real-time trade-in valuation tools to increase transparency.
2. Enhance digital integration for a smoother in-app or web-based trade-in process.
3. Expand trade-in eligibility to allow more phone brands and conditions.
4. Introduce QR code scanning or instant verification steps for efficiency.
5. Ensure clear communication of trade-in conditions to build user confidence.
User Flows & Experience Design
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User Flow 1: Quick Assessment of Phone Condition
This flow is designed for a fast and simple trade-in process. After selecting their phone specifications and deciding to trade in, they are asked to self-assess the condition of their phone by choosing from three options: Excellent, Good, or Faulty. Each condition leads to a corresponding trade-in value, allowing users to quickly determine the estimated worth of their device.
This streamlined approach reduces friction and accelerates decision-making, making it a hassle-free trade-in experience. However, since the trade-in valuation relies on the user’s self-assessment of the three condition categories (Excellent, Good, or Faulty), there is a risk of disputes if the actual device condition differs upon inspection.
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User Flow 2: Detailed Assessment of Phone Condition
This flow provides a step-by-step condition evaluation for users for a more thorough trade-in assessment. After opting to trade in, users are guided through several validation steps:
1. Confirming the phone is in good condition.
2. Checking whether the device turns on and all buttons function.
3. Assessing physical condition (body, screen, camera).
4. Entering the IMEI for verification.
5. Receiving a trade-in valuation based on their inputs.
If the phone fails any of these checks, it is directed toward recycling options instead of a trade-in value.
This process ensures users understand how their phone’s condition affects its valuation, resulting in more accurate pricing and fewer disputes after inspection. However, the detailed assessment makes the trade-in experience longer and more complex, which may deter users looking for a quick and seamless process.
Design Ideation & Recommendations
Based on research findings, several design solutions can enhance the trade-in experience. Introducing an interactive condition assessment tool will help users accurately evaluate their device, reducing disputes over valuation. Real-time valuation transparency with clear pricing breakdowns will improve trust, while seamless trade-in integration within the phone purchase journey will create a smoother experience. To address security concerns, guidance on data protection should be provided, ensuring users can safely reset their devices before trade-in. Additionally, clear trade-in policies and support will help users understand eligibility criteria, device condition requirements, and expected payment timelines.
The next steps involve A/B testing the quick vs. detailed assessment flows to determine the best balance between speed and accuracy. User testing and iteration will refine valuation clarity, condition assessment, and overall customer confidence in trade-in pricing. Finally, a pilot implementation will allow phased testing, gathering feedback before a full rollout. These improvements aim to reduce friction, increase trust, and optimise the trade-in experience for Tesco Mobile customers.
Reflection & Learnings
This project provided valuable insights into user expectations, concerns, and behaviours surrounding phone trade-ins, directly shaping improvements in the trade-in user flows. The research highlighted key pain points, such as valuation transparency, condition assessment accuracy, and trust in the process, which informed design decisions to improve clarity, efficiency, and user confidence.
One of the main challenges was the limited sample size for in-depth qualitative research, making it difficult to explore certain behavioural trends in detail. Additionally, balancing speed and accuracy in the trade-in flow required careful consideration to ensure a seamless experience without compromising valuation fairness.
On a personal level, this project refined skills in synthesising qualitative and quantitative research into actionable design recommendations. The process strengthened expertise in user flow optimisation, competitive analysis, and usability testing, reinforcing the importance of user-centred design in building trust and efficiency in digital experiences.