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The goal of this pitch was to update Vodafone UK's portal site without redesigning the guidelines, but with the goal of increasing new customers and decreasing customer churn. Using Customer Experience Strategy techniques, we used an approach called persona and scenario design, creating a 'real' user and designing the online experience according to his needs. With this approach we created new functionalities for the website to add simplicity and elegance to the user's experience, creating a more efficient and satisfying online buying experience. To satisfy the goal of churn reduction, we created an area of the site dedicated for existing customers, both for private users as well as business. See the text below and following links for more information on this project.
A second engagement with Vodafone had the goal of looking at the customer service experience - aiming to increase satisfaction and productivity for the employees of Vodafone working in Customer Service. Because these individuals look for long hours at computer screens, we aimed to simplify the information they were looking at by re-categorizing the information and including more images, give more dynamic statistics regarding a representative's daily call log, and provide 'at a glance' problem solvers for recurring issues that come up in tele-marketing and tele-service. These screens are not currently shown in my portfolio.
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The Landing Page, shown above, was created with the knowledge that most visitors to this page would be potential or new customers, Therefore, we gave the most space to the 'Explore Vodafone' link at the top. We expected that most returning customers would already have bookmarked their 'My Vodafone' page for account management, however, we gave them a signin box on the landing page to save them a step in the event they did not bookmark their personalized page. The mid-lower section is dedicated for special promotions which drive new and returning customers to a special promotions-area of the site. Lastly, for the business users who had not yet bookmarked the special Vodafone Business site, there is a link direct link for them.
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