Plan Card Optimisation
Carousel Layout
PROJECT OVERVIEW
The PAYG SIMO landing page is a high-traffic acquisition point for Vodafone, where users compare mobile plans and make quick purchasing decisions.
Despite strong exposure, analytics highlighted opportunities to improve engagement with the plan cards and overall conversion.
The project focused on Conversion Rate Optimisation (CRO), using iterative design and testing to increase clarity, reduce friction, and drive measurable business impact.
CONTEXT
BUSINESS OBJECTIVES
USER OBJECTIVES
UX CHALLENGE
From a user perspective, the experience needed to:
Make plan comparisons simple and intuitive
Reduce cognitive load in selecting the right plan
Highlight relevant information quickly, particularly for mobile users
Enable users to act confidently without confusion or frustration
MY ROLE
TEST 1 - PLAN CARDS OPTIMISATION
Definition
PROBLEM STATEMENT
Analysis of the PAYG SIMO landing page revealed drop-off in funnel progression, particularly across the critical steps: Grid → Basket and Basket → Order. This trend was especially pronounced during the first week of testing.
Click data from Contentsquare highlighted another issue: plan cards were experiencing higher-than-normal click recurrence, with users clicking the same button multiple times up to 1.49%.
The grid required an extra click to access the “Buy Now” CTA, leaving users unanchored and unsure how to proceed, which contributed to drop-off in the funnel.
DESIGN-LED CHALLENGE
HYPOTHESES
Click recurrence
Exposure rate
Visits, Orders & Conversion rates
Design
EXPERIENCE STRATEGY
The goal was to update outdated PAYG plan cards to improve consistency across Vodafone’s website, enhance the customer experience, and increase Grid Click-Through Rate. Analytics showed users struggled to progress from Grid → Basket due to fragmented information and an extra click to access the “Buy Now” CTA.
Design Hypothesis: If we bring the “Buy Now” CTA directly into the plan card, then customers will be more likely to progress to Basket and convert.
DESIGN SOLUTION
Control
Plan cards were outdated and visually inconsistent with Vodafone web guidelines
Key information (price, data, USPs) was fragmented or presented outside the card
CTA required an extra click, leaving users unanchored and sometimes confused
Variant
Consolidated price, data allowance, USPs, and Buy Now CTA within each plan card
Improved visual hierarchy and scannability
Reduced extra clicks and guided users more clearly toward the basket
Maintained consistency with Vodafone’s website style, making the page clean and intuitive
TEST 2 - PLAN CARDS CAROUSEL OPTIMISATION
To further optimise the PAYG plan cards, we explored a carousel layout to improve plan comparison and decision-making.
Building on insights from the first test, this experiment focused on user behaviour, engagement, and clarity for both mobile and desktop users.
Through two rounds of user research, we tested multiple variants of the page to determine how best to present plan details and USPs while guiding users confidently toward conversion.
Definition
PROBLEM STATEMENT
Despite the improvements from the first test, users still faced challenges:
Comparing multiple plans was difficult leading to confusion and hesitation
USPs and plan features were sometimes detached from the plan cards, forcing users to scroll
Funnel drop-off persisted in the Grid → Basket → Checkout progression, indicating that plan presentation was not fully supporting decision-making
The goal was to find a carousel layout that maximised clarity, engagement, and conversion, while keeping the design simple and intuitive.
DESIGN-LED CHALLENGE
We created three initial variants:
Simple carousel cards with USPs outside the cards below the carousel
Carousel with minimal card info, USPs presented above the carousel
Hybrid versions exploring different combinations of info hierarchy
User testing revealed that while all three improved usability in certain areas, the optimal solution emerged from integrating USPs directly inside the carousel cards, keeping the carousel simple but fully informative.This led to the fourth variant, which became the primary design for analytics testing.
HYPOTHESES
Usability Testing
To optimise the PAYG plan presentation, we tested three carousel variants with users. All featured simplified plan cards showing only price, data allowance, and the Buy Now CTA, while the USPs were positioned differently:
Variant A
Carousel at the top, USPs displayed as paragraphs below.
Variant B
Carousel at the top, USPs collapsed in an accordion below.
Variant C
Carousel at the bottom, USPs collapsed in an accordion above
Key Insights
Users’ attention was mostly focused on the carousel, and they rarely scrolled to see USPs elsewhere.
Users were uncertain about what was included in the plans, especially when USPs were outside the carousel or hidden in accordions.
Free SIM was unclear to many users, causing confusion about its benefits.
The placement of USPs outside or above/below the carousel did not sufficiently guide users, leading to hesitation in decision-making.
Iteration Outcome
Based on these insights, the solution was to integrate the USPs directly inside the carousel cards:
Each plan card now includes all key information (price, data, USPs, Buy Now CTA)
Users can compare plans at a glance without scrolling or opening accordions
This became the final, fourth variant used for analytics testing and further optimisation
Design
EXPERIENCE STRATEGY
The goal of this experiment was to compare the final carousel variant with the existing control page to understand how the carousel layout and integrated USPs impact plan comprehension, engagement, and funnel progression.
Design Hypothesis: If we present all critical plan information, including USPs, directly inside a carousel, then users will explore multiple plans more efficiently, understand what is included in each plan, and be more likely to progress from Grid → Basket → Checkout. This approach builds on insights from the first test and the three initial carousel variants, focusing on user clarity, scannability, and decision confidence.
DESIGN SOLUTION
Control
Static grid layout of plan cards
Price, data, and CTA visible, but plan details fragmented
Users often missed USPs or had to scroll for information
Variant
Carousel layout at the top of the page
Quick comparison of multiple plans in a single scrollable carousel
Reduces the need to scroll
Keeps the design clean and scannable, especially on mobile
EXPECTED IMPACT
Users can see all relevant information at a glance, improving comprehension
Carousel encourages plan exploration without overwhelming the page
Embedding USPs and CTA within the card should reduce friction, shorten decision time, and increase funnel progression
VALIDATE
Analytics & Performance – Plan Cards Optimisation
Key Results
The main objective of this test was to optimise the PAYG plan cards to improve clarity, engagement, and funnel progression.
overall Click-Through Rate
PAYG order Click-Through Rate
improved CTR on Mobile with 100% confidence.
The redesign consolidated price, data allowance, USPs, and the Buy Now CTA within the plan card; reducing extra clicks and guiding users toward the basket.
USPs & "Buy Now" Call to Action
Consolidating all key info in the plan card (price, data, USPs, CTA) improved Grid CTR and user understanding.
The Buy Now CTA embedded in the card helped anchor users, reducing repeated clicks on the grid (click recurrence previously up to 1.49%).
Key Insights
Grid → Order: flat +0.2% (funnel progression largely unchanged)
Basket → Checkout: 4.1%, driven by eSIM exposure drop
Checkout → Order: 13%, mostly at personal details step
Optimised plan cards significantly increased CTR and improved content clarity.
Embedding Buy Now CTA and USPs in the card anchors users and reduces friction.
Analytics & Performance – Plan Cards Optimisation
Key Results
The carousel variant aimed to simplify plan discovery and reduce friction in the decision-making journey. Both Primary and Secondary KPIs exceeded expectations, confirming the design successfully increased user engagement, comprehension, and purchase progression
Progression to Basket with 100% confidence
Confirmed Conversion Rate (Checkout → Order) with 97% confidence
Mobile performance:
Progression to Basket
Click-Through Rate
Plan Visibility & Free SIM Impact
Key Insights
Carousel layout with USPs inside cards makes plan comparison intuitive and fast
Users are more confident and less likely to miss key plan information
Mobile benefits most from the compact, scannable carousel
PAYG Orders also rose +17% (+3 orders)
Positive engagement and click behaviour across all plans
Carousel improved overall plan attractiveness, encouraging exploration
Mobile - Attractiveness Rate
Desktop - Attractiveness Rate
IMPACT
Hypothesis Proven
Conclusion
Through iterative testing and optimisation, we simplified plan discovery, improved clarity, and reduced decision friction.
Plan Card Optimisation:
CTR increased +4.3%,
PAYG+ +19.8%,
Improving engagement and scannability.
Carousel Layout:
Progression to basket +25.7%,
Conversion +26.2%,
Free SIM sales +27%.
Mobile users saw the largest gains.
These results demonstrate the value of research-led, user-focused UX design in delivering both better experiences and measurable business impact.
These are just a selection. Explore the full portfolio to see additional work across optimisation, migration, and end-to-end product journeys.