First impressions count
Vodafone’s Welcome page needed a refresh:
The ‘Getting Started’ page was out of date and hiding information multiple layers deep in the navigation
Large amounts of duplicate copy
Not optimised for mobile, even though >60% of traffic came from mobile
The individual elements could not be linked to, due to the original setup of the page
The first reimagined page focused on:
promoting registration and app downloads
an activity-led carousel to help customers with onboarding issues
This did not test well (we used remote UserZoom testing with predefined tasks), as most participants failed to notice the ability to move the carousel by swiping. The issues with discoverability in carousels is well documented and we were unable to improve this with the existing design elements available.
However, the information that they could reach was easy to find and clear and participants were able to ‘answer’ the questions we had set for them.
We took a step back and looked again at existing call data from customers who had recently joined us. Through a mixture of competitor analysis, call data investigations, and click rates to FAQs we identified distinct needs based on segment, and wanted to be able to serve these individually but consistently.
The landing page mockup
Goal: introduce new customers to Vodafone’s branding, provide with three easy steps to take first, and allow deep dive into product related information and troubleshooting.
Mobile customers’ product page mockup
Goal: encourage customers to register their online account and download the app, and provide help and support to the most common issues within the onboarding period.
The final product
The redesign of these pages increased registration intents by 100%.
The landing page provides the visitor with three easy ways to familiarise themselves with Vodafone.
Instead of 25+ tabs from the original page, it’s now easy to choose their product to drill down into more relevant troubleshooting.
The product page encourages the user to register, and provides answers to the 10 most frequently asked questions by new joiners.
Customer centric language, no duplication of content, and removal of jargon and acronyms round out the experience.
