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How Vodafone puts the customer at the centre of its business with Loop11

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Company

Company size

2000

Industry

Telecommunications

Loop11 features

Insights from Vodafone Ireland’s UX team:

Louise Byrne

Product Designer

LinkedIn

Amélie Kiefer

Product Designer

LinkedIn

Fran Jordan

Design and Content Chapter Lead

LinkedIn

Research overview

Vodafone Ireland puts the customer at the centre of its business. Its UX design team leads the way in cultivating empathy for customers, through the considered design of all digital touchpoints. 

Vodafone is a global telecoms business with operating companies around the world. In Ireland, Vodafone provides mobile services, broadband and TV, plus a suite of emerging products. Today, there’s a huge demand in the company for innovation, with new products being regularly released and plenty more in the pipeline.

In this dynamic environment, Vodafone needs to develop and validate new products and designs that enhance the customer experience and increase conversions – without disrupting the effective user journeys already in place. To make this possible, the UX design team works to the motto of: ‘test, test and test again!’.

Vodafone’s testing tool of choice is Loop11. The UX team first adopted Loop11 three years ago, and now runs moderated tests for every potential new webpage or product. Instead of relying on assumptions, intuition or opinion to design their products, the Vodafone UX team can rely on real insights from real users.

Engaging internal stakeholders 

There are many players in Vodafone who bring a new product or webpage to life – from UX researchers and web designers to the marketing, sales and senior leadership teams. To cut through the noise and reach a consensus on new designs, the UX team champions the end users’ opinions and experience. 

Vodafone has found that one of Loop11’s most powerful features is the ability have stakeholders watch live moderated tests. They can join in real time and watch real users interact with the website or prototypes. The impact has been marked. By witnessing UX journeys for themselves, stakeholders can make decisions based on real data and insights.

"Inviting stakeholders to watch the live sessions is super powerful because it helps them to empathise with users firsthand. We’re also able to put their assumptions to the test."

Because Loop11 automatically records all activity, the UX team is free to give the user their full attention during the test. Afterwards, they can play back the tests to fully analyse results, or share them with the wider team.

 

The feedback and design loop

The Vodafone UX team’s approach to UX research and design represents best-practice in the UX field. Starting with a discovery phase, they empathise with the user and identify a problem to be solved. Then, they collaborate with stakeholders to produce multiple prototypes in Figma, and frame potential test questions.   The next stage is moderated testing with up to six users using Loop11. This includes a short interview to get qualitative insights, and a segment where users are asked to verbalise their actions.  The whole process end-to-end happens quickly. 

The recorded tests and insights are shared with stakeholders, and the UX team advocates for the design that represents both the best user experience, and the best opportunity for conversions. Take for example the recent case of designing a page for customers to upgrade their phone or plan. By testing two prototypes with real users, the UX team discovered that the design of a ‘candy aisle’, worked best for users and the sales team. In this scenario, additional accessories and products were presented at checkout rather than on the main purchase page.

Insights from user testing with Loop11 enabled Vodafone to streamline the customer experience, minimise clutter on webpages, and still enhance conversions.

"Loop11 enables us to quickly pull together a user test so we can quickly validate, go back and test, then iterate again."

The recorded tests and insights are shared with stakeholders, and the UX team advocates for the design that represents both the best user experience, and the best opportunity for conversions.

Take for example the recent case of designing a page for customers to upgrade their phone or plan. By testing two prototypes with real users, the UX team discovered that the design of a ‘candy aisle’, worked best for users and the sales team. In this scenario, additional accessories and products were presented at checkout rather than on the main purchase page.

Vodafone prototypes:

"What we’re really doing with Loop11 is validating our designs. We might have a particular journey, like a user upgrading their mobile phone, and we want to redesign that. We test our approach on users, and we then have a series of assumptions that are either refuted or proven to be true. We can then get stakeholder buy-in from the marketing, sales or digital teams for the new designs."

Insights from user testing with Loop11 enabled Vodafone to streamline the customer experience, minimise clutter on webpages, and still enhance conversions.

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Empowering UX teams

Using Loop11 for user testing has empowered the Vodafone UX team. It’s helped them build trust and confidence with senior management and other stakeholders. An important part of the process is taking internal stakeholders on the UX journey with them. Stakeholder feedback is sought in the test planning stages. They’re also encouraged to view the live Loop11 test or recording.

"As a team, we’re good at showing our stakeholders that we need to challenge our assumptions by testing everything with users. We make sure that process is integral to our work and is evangelised throughout the business."

The UX design team’s approach ensures that UX test research and insights – the truest reflection of the ideal customer experience, and the best indicator of potential sales – are the guiding principles that drive all Vodafone designs. 

Testimonials from Vodafone Ireland’s UX team

"We start off with our discovery, where we’re empathising with the user and trying to figure out what the actual problem is to solve. We run workshops with stakeholders to get their feedback and align them to our thinking. We then want to quickly pull together a user test – and that’s the whole point of Loop11. It’s great for us because it enables us to quickly pull together a user test so we can validate and go back and iterate."

Louise Byrne

Product Designer

LinkedIn

"We have the ability to test prototypes, and test our website live to understand the issues in the current journey. That’s one of the strengths of Loop11."

Product Designer

Amélie Kiefer

LinkedIn

"What we’re really doing with Loop11 is validating our designs. We might have a particular journey, like a user upgrading their mobile phone, and we want to redesign that. We test our approach on users, and we then have a series of assumptions that are either refuted or proven to be true. We can then get stakeholder buy-in from the marketing, sales or digital teams for the new designs."

Fran Jordan

Design and Content Chapter Lead

LinkedIn

"Inviting stakeholders to watch the live sessions is super powerful because it helps them to empathise with users firsthand. We’re also able to put their assumptions to the test."

Louise Byrne

Product Designer

LinkedIn

"Loop11 automatically records all the sessions, which is super handy as we don't have to do anything at the time. We can go back after the test and have a look through the sessions ourselves, or share a watchers link with stakeholders."

Louise Byrne

Product Designer

LinkedIn

"You should be able to prepare a user test very quickly. With Loop11, we can do that. Our recruiter finds users with a one- or two-day turnaround, and then we set up a Loop11 study. Whereas traditionally, there was a lot of prep time for user tests, and you’d recruit users and invite them in. Loop11 is a very quick way to validate a design."

Fran Jordan

Design and Content Chapter Lead

LinkedIn

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