Vodafone Pay As You Go
Overview
This project focused on improving the online experience of Vodafone's Pay As You Go proposition.
PAYG SIMs are a popular product when purchased in store, but online sales did not reflect the popularity of stores.
Our project was to look into the existing web journeys and figure out what was making purchases difficult for potential customers.
Research
An assessment of Adobe Analytics showed that users were jumping from page to page and not eventually dropping off. It seemed that people were getting lost in circles.
We conducted in-store interviews with customers and learned that people didn't understand that there were two different Pay As You Go plans available.
Segmentation and Personas
Our target markets were broken down into four segments. Personas were designed for each of these personas.
These personas were referred back to during the ideation phase to ensure that all segment groups were considered during the design phase.
The User Story
As a potential Vodafone Pay As You Go customer,
I want to easily understand the difference between the plans available,
so that I can buy the right plan to suit my needs.
Information Architecture
The first step in the redesign was to understand the current journey and identify pain points. I took an holistic approach to this, considering the customer journey from the home screen, right to the product pages.
It was my belief that the navigation was difficult to understand and did not take you to the most helpful page. You had to decide early on which product you wanted.
The decision was to produce a new 'hub' page, that was a place with information to assist the user in the decision making process. This area would introduce the Pay As You Go proposition, and detail all the products available.
Planning and wireframing
I first looked at the journey from the homepage, the navigation and flow of pages through the site.
It was my belief that the navigation was difficult to understand and did not take you to the most helpful page. You had to decide early on which product you wanted.
The decision was to produce a new 'hub' page, that was a place with information to assist the user in the decision making process. This hub page would introduce Pay As You Go, and detail all the products available;
After establishing a new hierarchy, I moved on to wireframing new pages, to make them clear and simple to understand.
Content Design
To create the user interface designs, I developed all the relevant content that would be needed in the hub.
Video content
Explainer videos are often helpful to explain the two different propositions so I wanted to create one for the landing page.
I created a storyboard to demonstrate the benefits of one of the propositions - The Big Value Bundle.
Based on the storyboards, our animator produced the video content to use on the hub page.
UX Copywriting
Our team was lucky enough to have a brand copywriter.
The way I usually work is to write the first draft of copy for each module, so that the brand copywriter knows what I am trying to get across.
We then work together to create copy that is concise and user friendly, but also gets across the company tone of voice.
Imagery
An important part of creating a visually appealing and understandable web page is the imagery.
It's important to source imagery that is on brand and conveys the right message. This includes considerations about the models in the image: age, gender, race etc. Often the next step is to supply the brand look and feel which could be a gradient overlay for example.
Designers also need to make sure that all assets are exported correctly for developers, to ensure that images load quickly.
User Interface Design
Having created all the content needed for the hub, I produced high fidelity designs for both desktop and mobile web pages.
We used an Atomic Toolkit at Vodafone to ensure that all designs were consistent, accessible and on brand.
