Vodafone

Project Overview

This project is partially shipped, so this page does not reflect the whole design process. Furthermore, a part of the project’s content is confidential, therefore I am not in the position to share all details.

The current approach Vodafone uses to present its tariff cards and customize combined Internet+TV packages does not align with how customers typically think about these services or how they are promoted and sold in physical stores.

The project aims to reform the digital experience to better reflect the successfull practices of face-to-face needs evaluation and tailored sales proposals.

My Role

I worked as a part of a larger team that consisted several Service and UX Designers and which closely collaborated with representatives of other departments within the Digital Team.

competitor analysis

customer journey mapping

ideation workshops

ideation

sketching

ui design

prototyping

usability testing

Problem statement

People still prefer to buy fixed services in stores

Understanding combined (broadband+TV) packages is challenging for customers

Extra services are not well-placed within the customer journey

Fixed services? In stores, no question.

When compared to mobile services, people find it more difficult to determine which parameters (like the relationship between bandwidth and number of users) best satisfy their needs.

Package TV Family...does it come with SkySport+?

Many buy internet services in a package with TV (it’s also a business goal). The current logic of Vodafone tariff cards does not cover the logic of selection.

Wait, we need Netflix. I can’t see where can I add it.

Due to constraints with the development of the webshop, extra services can be purchased in a less fortunate position in the Basket.

Research

The project began with a comprehensive research phase.

Competitor analysis (international and domestic best practices)

Stakeholder interviews to understand business objectives and technical limitations

As-is user tests to identify significant pain points

To-be journey was developed based on the insights, over a series of workshops.

Insights

We need to evoke the feeling of personalized recommendation digitally.

Customers are more likely to accept tailored proposals from sales representatives following a needs assessment (as they are viewed as experts). Digitally, comparison plays a more significant role.

Keep decision-making simple, let customers focus on one service a time.

Typically, customers look for internet offers first and then select TV options that go well with their internet. Their primary concerns are price and speed rather then details specifications.

The information they seek is available, but it's in the wrong place and poorly presented

Currently, the process of comparing TV packages and channel lineups is too complicated as it involves jumping between different sites.

Adding extras as an "extra step before the cart"?

In the sales strategy, the Broadband and TV basic package is established first to simplify the decision-making process for customers, after which extras and additional options are introduced.

During the ideation workshops we used to the ‘How might we...’ formula to choose the right problem we would like to focus on with our new solution.

“ How might we ensure that customers are able to choose or receive the most personalized offers possible for both internet and TV services? “

“How might we generate customer interest beyond the basic services and make extra services easily addable and integrated into the journey”

New Designs 1. / Tariff page

During the ideation workshops, two directions emerged as solutions, which we eventually decided to bring to usability tests. Our concept was that, at the first step of the process, users are offered two options to go through the flow:

1. Use a Step-by-step "Wizard"  A question-and-answer approach that resembles the feeling of an in-person needs assessment and recommendations. Once they have answered all questions, they receive a personalized offer

2. Choose and combine plans, putting together packages freely A more conservative approach, where users can overview all available packages at once, switch between them, and add or remove services to customize the offers to their needs manually.

Step-by-step Wizard

Would you like a personalized offer? // Would you put together your own package? 

Similar to a real life scenario, the user is asked questions about their usage habits, details about the premises etc.

The user receives a tailor-made offer. They can either proceed to the cart or choose to put together a package manually instead.

New Designs 2. / Address Search

The primary focus of the project was to reimagine the tariff selection process and refine the sales journey. However, as a spin-off, another important aspect of fixed services also received special attention. The Address Search module, now referred to as SAC ('service availability check'), has long been a source of frustration for both customers and the Vodafone Back-Office team.

The problem(s)

Unreliable data. The address database that SAC relied on was full of duplications and invalid data. Additionally, it was possible for Vodafone to provide service at an address, but it was not available in the system.

Dual-facated Address Search. Customers not only perform Address Search when checking service avaibility at their address, but also when they enter their address as a required personal data during the checkout process.

Missing format requirements. In order to speed up the checkout process, the input field categories ‘building/floor/apartment’ did not have any formal requirement or restrictions, therefore the database got spammed with a massive amount of incorrect information.

Certain apartments feature multiple times in the database with different formats. Not to mention radical anomalies, with the likes of “War in Ukraine”, “Arab student” (true story) available as floor or door numbers.

Objectives

Clean up the database.

Simoultaneously with cleaning up and deleting the database the project team aimed to allow room for registreing correct addresses only. The decision was to incorporate the data entry into the Service Avability Check process.

Make address search a breeze

By enhancing the accuracy, reliability and speed of the address search feature the project aimed to boost customer satisfaction and conversation rates by providing a seamless user experience,

Challenges

Make data entry part of the address search process

Normally, people expect that during an address search they are able browse among pre-existing data and find their address.

Testing our solutions

First, currently, there are no prototyping tools that allow the type of text input with the extent of user freedom we wanted to simulate. Second, even if there were a suitable prototyping tool, we would need a full database with real data if we wish to observe the test user searching for their respective address naturally.

Solutions

Challenge 1 - Data Entry

Default State The below version demonstrates the team’s preferred solution. Our assumption was, that a well-functioning unified searchbar would be the most convienient solution for the users (similarly to how Google Maps searchbar works). At first, only one row appears as a house or unit number can be sufficient information to identifiy premises (single unit houses). The database can tell, whether the given address is single or multi unit.

Building found, floor not Now we talk. The user searches for an address in a multi unit building. The fact that the database contains the building means that Vodafone can provide service, it is just for some reason the specific floor is missing. In order not to lose the customer we give them the opportunity to ‘register’ their apartment (‘I add my address manually’).

New data entry The unified searchbar splits into three different inputs. For each input, strict rules apply for registering a new data (for instance, in case of a floor the user is only allowed to select from a pre-defined value set from a dropdown list.

Challenge 2 - Usability tests

1. Testing with existing search solutions

Since we were keen to see how people naturally perform searches and what their preferences are, we decided to split the tests into two parts. Firstly, we presented test participants with three different solutions: one that operates with a unified search bar (the one we believed was the best), one with separate fields, and last but not least, Vodafone’s existing SAC.

2. Use the prototype for testing the logic of data entry

The Figma prototype does not allow character entry, so we wanted to find out how people navigate through the manual entry solution.

Conclusions

Sometimes old roads are the best if they are built stable

The usability tests revealed that users generally prefer split fields over unified field solutions. What matters most to them is a seamless 'field experience,' characterized by easy searchability, flexible format recognition, smooth transitions between fields, and the ability to navigate using buttons.

As a consequence, we eventually decided to stick to the original field structure. Additionally, we placed great emphasis on enhancing the 'field experience' and improved the technical specifications based on the lessons learned from the usability tests.

The power of good microcopy

Users provided extremely useful feedback on our 'data entry' solution as well. We struggled significantly with the microcopy during the design phase, but the tests revealed that our choice of 'manual entry' reflected more of our perspective. Moreover, 'No result' was too strong a statement for users and made them feel unsure. The iterated solution features more neutral, less stressful wording, and instead of the overly 'techy' 'manual entry,' we decided to go with 'click here' as the microcopy.

Thank you for your attention!

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