Monica Jory
Service Design | CX | Innovation
Conversion uplift
Mobile app optimisation
Unlocking cart-conversion through design-led enquiry
Telecommunications - Vodafone
This project focused on identifying why mobile app customers were abandoning their upgrade journeys despite a strong product offering. By using rapid design sprints, the squad uncovered "low-effort, high-impact" optimisations to improve digital conversion rates.
Challenge
The organisation was concerned about high abandonment rates in the mobile app, with customers opting to upgrade in-store or over the phone instead. The challenge was to diagnose the friction points in the digital journey and ideate solutions that were easy to implement without requiring major changes to the underlying code.
My role
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Design sprint organisation: Partnered with the UX Lead to steer product designers and technical teams through the Google Sprint method.
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Omni-channel lead: Maintained a holistic, system-level view of the upgrade journey, ensuring seamless continuity between digital touchpoints and physical fulfilment. Facilitated the critical connection between digital squads and logistics stakeholders to ensure the checkout and delivery promises were technically and operationally viable.
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Validation & quality oversight: Contributed to early-stage wireframes and mock-ups. Organised and delivered user testing sessions to capture the qualitative data needed to de-risk the optimisations before launch.
Methods
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Rapid Design Sprints
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CRO & A/B Testing
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Multi-disciplinary research & synthesis
Approach
Image: Heat map of mobile journey
1. Evidence-led discovery
I presented existing qualitative and quantitative data, minimising rework and accelerating the discovery. We conducted an audit of the mobile upgrade journey, using heat mapping and direct user observation to identify friction points and behavioural barriers within the cart and checkout journeys.
Image: Ideation with Logistics team
2. Ideation & the "Ah-ha" moment
I partnered with the UX Lead to facilitate collaborative ideation sessions with credit and logistics teams. By involving these stakeholders, we uncovered a critical service-to-digital gap: while 96% of online orders were delivered next-day, this was completely unknown to the customer during the app upgrade journey.
Image: Feedback on sketches
3. Prototyping & validation
We did rapid hand-sketches and wireframes for the cart and checkout journeys, integrating new messaging around delivery times. We executed A/B pilots to validate that the new messaging successfully reduced abandonment and drove conversion.
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Outcome & impact
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Revenue uplift: the intervention resulted in a 14.5% uplift in completed orders for mobile upgrades and a 7.3% increase in "Add to Cart" actions.
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Reduced checkout abandonment: By optimising the app journey to highlight free next-day delivery for orders made before 4pm, we addressed a major friction point, leading to a measurable reduction in abandonment at checkout.
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End-to-end consistency: I ensured that the promise made during checkout was reinforced post-order. I aligned the post-purchase messaging to mirror the checkout journey, maintaining customer confidence from order through to physical delivery.
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