Vodafone Italy

Redesigning the Fibre Broadband landing page

My role

UX/UI Designer

Duration

1.5 month

Overview

Vodafone Italy is the Italian branch of the global telecommunications company, Vodafone. The company has over 26 million mobile customers and 2.3 million fixed-line customers making them one of the biggest telecom companies in Italy.

The main goal of this project was to improve the number of orders placed through their business fibre broadband landing page.

I led the design process for the page and partnered with our project manager, consultant, developer and QA engineer to create and build a new and updated redesign which improved the product understanding, whilst still making the page adhere to strict Vodafone brand guidelines.

The new design was A/B tested against their existing page design. To measure the success of this project the main KPI was the percentage change in the number of orders.

Problem

During user testing, it became apparent that the existing product understanding was confusing to users as they struggled to understand the content on the page.

Although users found the information within the ticket card the most useful when deciding to purchase a plan. They felt that the surrounding information was disconnected from the information in the ticket. As a result, users were confused about whether the two pieces of content were related.

Similarly, even though the content in the card itself was useful to users; there was a high level of confusion about the information that was presented. Users were confused about the pricing structure and the terminology of some of the technical copy and icons.

Our hypothesis

Therefore, we hypothesized that simplifying the information that users require within the offer ticket, would improve product understanding and therefore motivate users to purchase.

The redesign

Given the many different approaches that could be taken for this project, I decided to scope out the competiton to see what tactics were being implemented.

After surveying the competitor landscape I had a look at our previous experiments which we have done for other clients to see which tactics have been used to increase orders on the page.

A couple of our previous experiments which stood out to me were ones whereby we added product images to the hero to increase engagement. We know that users respond well to images as it improves the scannability of the content and makes it clearer to the user what the page is about. As a result, I decided to remove the ticket and in its place added an image of the WiFi Hub to the page.

The content contained in the ticket was moved into the hero to give it closer proximity to the product features. This also gave me more flexibility about how the pricing should be presented to users, as I was no longer constricted to the confines of the ticket card. As a result, I decided to make the pricing much larger and showed the total price, along with the monthly price, to make the product more digestible for price-anxious users - This tactic was heavily influenced by competitor sites.

Outcome

Displaying information from the offer ticket within the hero banner on the product landing page had a significant increase of +79.76% on users adding to the cart which led to a significant positive impact of +71.13% on users entering the checkout. Whilst significantly more users were driven into both the cart and checkout, we saw this diminish once users were in the checkout. We hypothesize that this may be down to a disconnect in the anticipated effort, as the variation offer appears simple but the checkout process is complex.

As a result, the checkout process appears to represent a significant opportunity for experimentation as the complexity of the process was enough to reduce the uplift generated by the experiment.