Anna Wang

User and business problem

Customers buying products like mobile phones often want to purchase online and pick up their order at a nearby store – so they can start using their new device right away. However, Vodafone’s digital journey only supported delivery, while competitors were already offering click-and-collect options.

This gap in functionality created friction for users and put Vodafone at a disadvantage in terms of convenience and customer experience.

My role

I joined the project team as a UX copywriter, collaborating with a UX designer, product owner, stakeholders, and software developers. Together, we explored the end-to-end digital journeys for key products, with a particular focus on the checkout and cart experience.

Discovery

We kicked off the project by exploring key areas to guide our decision-making:

• Competitor analysis – to understand how others were solving similar problems
• User needs and pain points – to identify what mattered most to our audience
• End-to-end journey review – including checkout and post-purchase communications
• Technical considerations – working closely with IT to understand platform capabilities and constraints

This foundation helped us shape a solution that was both user-friendly and technically feasible.

Solution and iteration

We implemented a solution that balanced both user and business needs, with a focus on creating a simple, seamless journey from start to finish.

We faced a few challenges throughout the project:

• Balancing privacy and accessibility: Crafting copy that met accessibility best practices while also aligning with privacy and technical requirements was a constant consideration.
• ID validation friction: User testing revealed that the ID validation step in the checkout process wasn’t intuitive and created barriers to completing orders. Unfortunately, updating this flow was out of scope for the project.
• Microcopy limitations: Some error messages and system text were pulled from a pre-existing pool, and due to IT constraints, we had limited ability to edit or customise them.