For 14 months I was part of the consumer e-commerce team at Vodafone as the only designer of the team. During this time I was responsible for improving and managing the online shop for consumers at vodafone.nl.
A digital sales study showed that Vodafone was underperforming on look & feel, findability, navigation & information and trust. These insights served as the main driver for this project.
How can we increase conversion and click-through to the shopping basket by improving the user experience on the e-commerce flow?
As the single ux/ui designer, I was responsible for all ux/ui deliverables. During this time I was in close contact with all team members including the product owner, developers, data analist and CRO specialist as well as marketing, sales and legal teams. During the project I maintained contact with all stakeholders to gather input and to keep aligned.
In the Research phase I talked to stakeholders (sales managers, marketing, legal, developers, designers, cro specialists) and collected previous marketing research, user session recordings and A/B test results. This research phase enabled me to come up with a well-founded problem statement and scope. The insights had made clear that the subscription configuration page was in need of a complete redesign in order to bring the UX up to standards and subsequently improve the conversion.
During the concept phase I started sketching and wireframing ideas. First, by simply defining content blocks and overall layout, and gradually adding more detail. This method allowed me to quickly iterate based on stakeholder feedback and new insights that came up during the process. Because I was completely rethinking the most important ecommerce page on vodafone.nl, I conducted multiple usability tests to get user feedback. For the first test I created a clickable UI prototype. The test learned us about the way users prefer to scroll through subscription options (horizontal vs. vertical), how to best chunk the options and create a look & feel that is more appealing, open and structured compared to older pages.
In order to highlight the benefits and importance of qualitative testing and a user centered approach, I invited stakeholders to observation rooms and presented test results to a wider audience.
For the second usability test, I further developed the prototype in a tool called Webflow and wrote some Javascript code so that users could actually put together a subscription with a device including live price calculations. We learned where and how to show the prices and cost breakdowns on the page, how to communicate discounts and how to chunk up the configuration process into simple steps.
During the project, we conducted several a/b test experiments. The goal of the tests was to learn how real users reacted to the page through minor design changes. The usability tests often served as valuable input for new hypotheses and designs.
In the final step of the process, I collaborated with the developers in the team to ensure a proper implementation. A step that I believe is often underestimated. The Webflow prototype I created was html/css based and fully responsive, so styling and responsive behaviour could be easily derived.
The redesign of the configuration page resulted in an overall conversion uplift of 17% which means it was a great succes. The design formed the base layout for other configuration pages on business pages as well.
You can find the fully interactive and responsive prototype I've built here.
"Na een jaar samen te hebben gewerkt met Ferry kan ik alleen maar jaloers zijn op degene die hem weet binnen te halen!!" Leonie Tichelaar (Product Owner, VodafoneZiggo)
