The challenge

We’ve been working with Vodafone Ireland as their UX partner for the last five years. We've worked to support the organisation while serving their customers, to drive revenue and reduce costs by increasing sales online and developing online self service, and to build a web team and processes.

One project that showcases our work well is a redesign of the broadband section. Vodafone wasn't selling as much broadband online as they could, because the interaction of the page confused customers, and there was far too much choice yet not enough information about each plan for customers to make that decision.

What we did

Product strategy: We worked with the business to reduce the number of products they'd offer online. We picked the most popular and displayed only four, making the choice more palatable and increasing the number of customers who entered the purchase flow online. 

Interaction design: We optimised the layout to both allow for comparison and provide contextualised information about the products. We also improved the purchase flow once customers decided on a product, adding the right help text where we had seen customers get confused during user testing.

Content: We created individual product details pages to inform the customers and answer their questions. The product pages were semantically structured so that people could find the content when searching for non-Vodafone branded broadband, but could also find the information they needed once they landed on the page. 

Analytics: The goal of our redesign was to optimise conversions, which we did. Analytics told us where people dropped off during the funnel, and we dug deeper to find out why and fix it.