Enabling Accessory Cross-sell
To introduce a new high-value accessories journey seamlessly into Vodafone’s online shopping experience by surfacing relevant bundled offers.
Project Overview
Problem
The Vodafone web shopping journey offered no opportunity for customers to purchase high-value accessories like smartwatches, earphones and Wi-Fi extenders during their online device or plan purchase.
Without integrated accessory offers, the experience missed opportunities for increased basket value and left customers unaware of complementary products and offers that were available to customers when shopping via retail or care.
Solution
Designed and launched an integrated cross-sell experience within the online purchase flow, introducing relevant accessories at natural, low-friction point.
The solution prioritised personalisation and operational safety using dynamic rules to pre-qualify customers based on eligibility, ensuring offers felt helpful rather than intrusive.
The final experience enabled customers to easily add accessories without disrupting their main purchase journey, driving revenue, customer satisfaction and retention.
Key Results
+16%
Increase in accessory attach rate within 6 weeks
0%
Increase in order exceptions linked to accessory bundling
+8
NPS points for customers exposed to the cross-sell
Approach adopted across broader product categories
100%
Complexity
Medium
My Role
Led UX Designer
Length
4 months
Challenges
When enhancing the online shopping experience, key barriers needed to be addressed to introduce high-value accessories without compromising customer trust or operational processes.
No Existing Cross-Sell Experience:
Customers had no opportunity to purchase accessories during their device or plan purchase, leading to missed revenue.
Risk of Customer Disruption: Surfacing accessories risked distracting or overwhelming users, potentially harming conversion rates.
Operational Complexity: Adding accessories increased the risk of customers exceeding equipment limits, creating fulfilment issues.
Offer Stacking Complexity: Managing multiple promotional offers alongside accessory sales risked creating confusing or conflicting experiences for customers.
Initial research focused on mapping the existing Vodafone web shopping journey and identifying gaps in the accessory experience. Competitive analysis highlighted best practices across telcos and e-commerce. Workshops with business, operations, and digital teams uncovered key risks particularly around equipment limits and customer trust that would shape solution design.
2.Ideation
Ideation began with cross-functional collaboration between UX, product, and operational teams to generate concepts that balanced commercial goals with user needs. Early sketches explored multiple touchpoints and offer formats, with a strong focus on timing, relevance, and minimal disruption to the core flow.
3.User Testing
Tested interactive prototype with real customers to assess clarity, trustworthiness, and perceived value of accessory offers. Insights from the first round informed refinements around placement, messaging, and eligibility transparency. A structured feedback loop through internal design critiques helped refine and finalise the solution without requiring a second external validation round.
1.Discovery & Research
My design process
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4.Delivery
The final designs introduced dynamic, eligibility-based accessory offers seamlessly into the online journey. Modular UX patterns were created to allow for future scaling across other categories. I worked closely with developers to ensure technical accuracy and edge case handling, and supported post-launch monitoring to feed into continuous improvement plans.
+16%
Increase in accessory attach rate within 6 weeks
Results
0% Increase in order exceptions linked to accessory bundling
8+ NPS points for customers exposed to the cross-sell
100% Approach adopted across broader product categories
We didn't stop there ...
Customer-led optimisation
Problem
Following the strong initial outcomes, we remained focused on refining the experience based on real customer insights and behaviours.
Solution
Post-launch analysis revealed that online uptake of the $0 wearable offer was significantly lower than in retail stores.
Data suggested that customers might be overlooking or misunderstanding the wearable offer on the Extras page.
We initiated a cross-functional review to explore customer perception of the “$0” pricing and Extras page layout.
Using journey mapping, analytic insights, user testing and design critique workshops, we identified opportunities to clarify the offer presentation and simplify the decision process.
This work is shaping targeted UX and content improvements to better support customer understanding and uptake.
More Work
A digital transformation program focused on the full redesign of the Vodafone website and the replacement of the technology stack supporting it.
A strategic UX initiative focused on optimising the mobile & plane upgrade experience for existing Vodafone customers.