CASE STUDY
Design strategies for
for better business
CLIENT
Vodafone
MY ROLE
Design Strategies
User Experience
Conduct research, design user experiences and devise digital strategies to revamp mobile application and website for Vodafone Idea.
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One of our main goals was to increase recharges done through the native Vodafone app and website.
our
Challenge
in-store
Research
To understand the problems and requirements of actual users, we went to stores to question employees and customers. Here are a few usage details we found,
Most walk-ins to stores are related to sim replacement and transferring from postpaid to prepaid.
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Very few walk-ins for Mobile Number Portability.
Many Vodafone customers are shifting from postpaid to prepaid because they feel prepaid is more ‘value for money’.
Quite a few people also consider getting a family plan because of its benefits as compared to postpaid.
Getting a new connection can be completely digitized. There are no signatures required to get a new plan. So the only requirement of Vodafone executives as of now would be for KYC verification.
There is only an OTP requirement for the alternate number.
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Why am I being charged for SMS and downloads in postpaid? I thought I have an unlimited pack?
Make the pack details more clear and concise.
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Why am I being charged all this extra money?
Keep billing information very clear before the customer has to pay.
I want a new connection. What documents will I need?
Keep the user updated what he needs to do with clear information.
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Can I make any national call for free using this pack?
Give the customer clear information about what is being offered in the pack.
payment
Benchmarking
design
Strategies
Capture
Intent
Capture intent of the customer while making a payment. This will save time, create less distractions and in turn lead to a higher rate of conversion.
Incentivize
Payment
Incentivize the payment flow for the app. The customers should get more value for money as they recharge from the app. This would ensure their coming back to the app when they want to make a payment.
Upsell / Cross sell services
Upsell/Cross sell services to the customer in order to get more from the customer every time they come for recharge or payment. This will keep them engaged and would want to keep coming back to the vodafone app.
Customer
Centricity
Be empathetic, systemic and planned to consciously capture behaviour analytics to better understand a customer’s objectives and create memorable, guided experiences that creates evangelists in our customers. Let Design Thinking methodology guide us to being focused on customer delight.
Challenge
Status Quo
One of the biggest advantages of being customer first is the opportunity to keep re-inventing yourself by questioning the norm. The ability to be explorative & impartially look inside out and then outside in will help identify gaps, opportunities and the cracks in the service & business from a customer’s perspective
Personify the Service
Think of Voda/Idea/Spydy as a person, an inviting person, a crisp person, a warm welcoming persona that you would like to interact with. Our brand is young, youthful, empathetic and intuitive. I'd say like a young millenial JARVIS (IronMan reference)
Keep it
Conversational
Think small caps, think offline, real world conversation. Think Next Step: How can our language be simple enough to guide the next step: simple nudges make all the difference. For example, instead of saying “Pay”, can we say “pay now” or "pay & get done". Instead of saying “Thank you”.. can we say “now that you’re done, do you want to see xyz”
Invoke a
Feeling
Make them feel: fear, excitement, opportunity, loss: Just relook at some of the titles or nudges and see if we can change things like – “Top Movies” to “Unlimited viewing this week”. The idea is to get the user to feel the need to click/explore/navigate. Transactional titles, heads, and copy create cracks for drop-offs.
main
User Journeys
The aim is to make bill payments as easy and as fast as possible. Try to convince customers to pay bills through the Telco app and not third-party apps.
Recharges are an opportunity for the company to make more money and push for new/ top/ personalized offers.
Aiming to get new connections and MNP's without any hassle. Promoting family plans and premium plans are also key for company growth.
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Vodafone has the best plans and a big customer base for international calling. The UI should cater to them well.
#inspirations
mobile app
Designs
chatbot
Interface
A chatbot is a domain-specific text-based conversational interface that supports users with a limited set of tasks.
A bot would help Vodafone provide better customer experiences and faster site conversions.
