Vodafone's fragmented home internet experience was failing to convert visitors into customers. With separate pages for NBN, 4G, and 5G services, customers struggled to understand their options and make purchase decisions. I led the UX redesign that unified these technologies into a single, streamlined qualification page.
Our research revealed customers primarily value three factors when selecting home internet:
Value for Money
Reliability
Speed
This insight fundamentally shifted our design approach to focus on these key decision drivers.
Competitive Analysis
We analyzed competitors and industry comparators to identify effective patterns:
Strategic use of social proof and service awards
Simple comparison tools
Clear, straightforward pricing plans
Value-added options bundled with internet services
Heuristic Evaluation
Our heuristic analysis highlighted opportunities to:
Apply UX best practices to address pain points
Establish a foundation for ideation
Identify quick wins and longer-term improvements
Design Strategy
The Hypothesis
By consolidating all home internet products (4G, 5G, NBN) onto a single page, we can help customers understand different technologies, compare options, and make better decisions more quickly.
Design Principles
Unified Experience One page for all technologies rather than forcing early decisions
Reduced Cognitive Load Remove filler text and surface key information
Clear Decision Points Elevate address bar and plan cards to the top
Simplified Pricing Personalization for existing customers with transparent pricing
The Solution Journey
Drop Zero: Quick CRO Experiment
Initial Approach:
Strategic UX writing based on customer survey findings
Added social proof elements and awards
A/B tested against control
Outcome: Challenges with displaying social proof and award badges led us to pivot toward a more comprehensive solution
Key Learning: We needed a more fundamental redesign to achieve our goals
Drop One: Unified Product Page
Design Process
1. Collaborative Ideation Workshop
I facilitated a cross-functional workshop with my project team, including:
Product owner
Content designer
UX (me)
Technical team members
UI leadership
Workshop Objectives:
Gather requirements early
Reduce potential roadblocks
Create initial sketches for the new unified qualification page
2. Key Design Decisions
Based on research and workshop outcomes:
Reduced cognitive load by removing filler text
Elevated decision points (address bar and plan cards) to the top of the page
Simplified pricing complexity with personalization for existing customers
Streamlined the journey to help customers reach objectives faster
Accessibility improvements reducing literacy level, adding ARIA tags, and allowing alternate control methods
3. Technical Feasibility
Collaborated with the tech team to ensure our solution could be implemented across all platforms without requiring extensive code changes.
Prototyping & Validation
Low-Fidelity Design
Created initial designs in Figma focusing on:
Simplified page layout
Address bar prominence
Plan cards moved above the fold
Clear comparison capabilities
User Testing
Conducted unmoderated user tests via UserZoom to evaluate:
Findability - Could users locate key elements?
Scannability - Was information easy to parse?
Usability - Could users complete their goals?
Comprehension - Did users understand their options?
Test Results
Users demonstrated improved ability to assess plans
Address qualification process was clearer
Plan selection was more straightforward
Concerns identified during testing were addressed in design revisions
Implementation & Collaboration
Final Design Development
The final designs were developed for:
Mobile (primary focus)
Tablet
Desktop
Stakeholder Approval:Secured sign-off from all key teams:
Product team
Content team
UX team
UI team
Development Support
During implementation, I provided:
Ongoing support to engineers
Regular reviews of work progress
Solutions for emerging issues
Verification that functionality matched design intent
Results & Impact
Primary Metrics (Post-Launch)
Conversion Performance
+166% Conversion Rate: Unified 1SQ page achieved 1.15% conversion vs 0.43% for separate NBN/FWA pages
+32% Order-to-Visit Rate: Single qualification page generated 1.32% orders per visit vs 1% on separate pages
+27% Address Check Engagement: 55.9% check rate on unified page vs 44% on separate pages
Overall Improvements
11% uplift in home internet conversion rate (0.82% to 0.92%)
14.74% increase in visit-to-conversion rate
3.11% improvement in qualification rates
Business Impact
The consistent gains across multiple performance indicators demonstrated that consolidating the product pages successfully:
Reduced cognitive load for customers
Streamlined the decision-making process
Improved the overall purchase journey
Met business goals for digital channel performance
Ongoing Monitoring
The product was released with continuous tracking by CRO and sales teams monitoring:
Website performance metrics
Monthly conversion statistics
Digital mix and online conversion rates
Next Steps & Future Improvements
Following the successful launch, our team proceeded to:
Update plan card designs across the entire website
Implement additional personalization features
Continue iterative improvements based on performance data
Apply learnings to other product categories
Key Learnings
What Worked Well
Unification Strategy Combining all technologies onto one page dramatically simplified the customer journey
Cross-Functional Collaboration Early involvement of all teams prevented blockers and improved solution quality
Iterative Approach Quick experiments helped validate direction before major investment
Reflections
Simplification is Powerful Removing complexity had more impact than adding features
Address Technical and UX Debt Together Consolidating pages helped both users and development efficiency
Measure Everything Comprehensive metrics made the success undeniable
Impact of Change Collaboration with key stakeholders and leadership reduced potential change anxiety
This project demonstrates my ability to lead complex UX redesigns that deliver exceptional business results. The 166% conversion improvement showcases how user-centred design, backed by research and cross-functional collaboration, can transform underperforming digital experiences into competitive advantages.
