Anna Wang

User problem

Vodafone is one of Australia’s top telecommunications providers, offering a wide range of home internet products. But here’s the catch – each product has its own separate search tool.

So if you’re a customer trying to find the right plan, you’ll need to visit multiple product pages, enter your address over and over again, and then manually compare the results. It’s time-consuming, confusing, and frankly, frustrating.

My role

I joined the team as a UX copywriter to help solve this challenge. I led the discovery phase, user testing, ideation, and microcopy development, working closely with the product and design teams to optimise the user journey.

Discovery

To kick off the project, I focused on key areas that would shape our UX and content strategy:

• User needs and expectations
• Stakeholder, product, and business goals
• Competitor landscape and positioning

Solution

To simplify the experience, the team created a central comparison page where users can view all available products using a single search function – known as a “service qualifier” in TelcoSpeak. Now, users can enter their address once and instantly see all eligible plans in one place, making comparison quick and easy.

• Preserving SEO value: We chose not to retire individual product pages, as they continue to attract significant organic traffic. This allowed us to maintain visibility while guiding users toward the new comparison experience.
• Future-proofing the platform: We collaborated with product and IT teams to ensure new products could be added seamlessly, keeping the experience scalable and adaptable.
• Supporting business agility: With product offers frequently changing, we worked with IT to make all components configurable via the CMS – no coding required – enabling teams to update content quickly and independently.

Outcomes

In the first month after launch, conversions increased by 210% compared to the individual product pages. Iterative testing – both during development and post-launch – confirmed that users had a significantly better experience with the new unified search, finding it easier and more intuitive.

Of course, optimisation in the digital space is never truly finished. We continue to refine and evolve the experience based on user feedback, performance data, and changing business needs.