Background
The Bundle & Save campaign is designed to increase customer retention by promoting an additional service that can be added to an existing account. The customer receives a 5% discount on the monthly fee of each of the services up to 20%.
A funnel analysis has been conducted and it has been observed that the conversion rate of the campaign is low.
To further investigate the phenomenon, behavioral data has been collected and a heuristic UX review has been conducted.
Based on the data collected the DCLM has discussed and explored the working hypothesis and assumptions.
As an effort to validate some of the assumptions, a Qualitative study has been conducted.
References and resources
Coming soon
Glossary (WIP)
PDP -
Xsell -
Bundle&Save -
CTA -
EDM -
Splitter (component) -
Splitter
it has been observed that users a high number of clicks (36% handset, 39% SIM only) on the upgrade option compared to the "add a service" (7% handset, 1% SIM only) when the users are exposed to the "splitter" component after they land in the cart page from a Handset and SIM only Xsell journey.
It has also been observed that the wording used on the comms and landing page refers to bundle while the label on the splitter CTAs says "Add a service" or "Add a plan". Some users may be confused by the two options in the splitter.
Others may understand the offer as a device and plan bundle and not an additional service discount. In this case, these customers may find the offer attractive and try to upgrade their current device. However, this hypothesis is not applicable for the SIM-only offers.
Further research is required to understand the customer mental model and comprehension of the offer.
It is also important to consider that the users that select "upgrade device or plan" are not necessarily eligible for the specific device.
If the user is authenticated to My Vodafone, it is possible to display the correct Bundle&Save discount.
Base on this above, it is suggested to ask the customers to authenticate earlier on the journey. Additionally, this will allow displaying the correct price (discounted) on the PDP pages.
Bundle and Save (Cross-sell)
Breadcrumbs and related devices
Breadcrumbs and related devices links can deviate the user from the conversion funnel. However, it has been observed in qualitative studies and data analysis that customers are likely to compare devices before completing a handset order. This behavior has not necessarily had a negative impact on the overall conversion rate.
Bundle and Save (Cross-sell) campaign landing page - Samsung Galaxy S21 Ultra 5G
Clarity of the offer
It has also been observed that the word "bundle" is only mentioned in the secondary headline. The discount related to the "bundle and save" offer type is mentioned in the small prints below the price. Based on the pages analyzed, it has been observed that there is no mention that the discount is conditional to an existing service.
It is possible to assume that some customers may not understand the term of the offer.
Qualitative and quantitative studies can be conducted deep dive on the user's comprehension of the offer. However, it is also safe to assume that the copy improvements can be implemented without conducting further studies. It is being suggested to conduct qualitative studies after the potential copy improvements are implemented.
Discounts
The discounts are expressed in multiple ways. Some express as percent while others as a dollar value, per month or over the life of the contract. It can be unclear or confusing for some users.
There are discounts applied to the device and one to the plan. In the EDM and landing page, those discounts are expressed inconstantly. In the PDP, the "bundle and save" discount is not displayed while the discount on the device is highlighted.
It is suggested to verify and test the approach in regards to the discounts.
Plan and device details aren't clearly listed
CTR CTAs (June-Aug and only for email traffic)
Research question
Enter an image caption
Introduction
Aim
Methodology
Researcher
Moderators
Participants
Screening requirements
Resources
As a result of the mapping and analysis of the SIMO and Handset Bundle and Save customer journey, it has been identified the potential of unwanted device upgrade accidents.
The resolution of accidents can request the assistance of the customer care team. it can have an impact on the ability of the team to attempt other customers, having a negative impact on the brand perception, CX, and potential revenue.
Note: assumption #3 is not in the scope of this research phase
we believe that users are confused by the options in the cart splitter and so they unintentionally and mistakenly submit an upgrade order
so if we remove the upgrade option
it will result in an increase of offers successfully redeemed
we believe that some users understand the "Bundle&Save" offer as bundling a plan to a handset (instead of two services).
so if we [change in the user flow which is targeting the problem]
It will result [measurable result influence by the change]
Synthesis
Are participants able to describe the offer?
The participants are able to describe the offer in EDM#1 and EDM#2 with different levels of confidence. However, the process request significant cognitive effort and took over one minute for all the participants.
It is possible to assume that many users won't go through the same effort as the participants.
It is likely the users will click on the call-to-action in the EDMs even if their understanding of the offer is unclear expecting to find further information on the landing page.
The participants are able to describe the offer in EDM#1 and EDM#2 with different levels of confidence. However, the process request significant cognitive effort and took over one minute for all the participants.
It is possible to assume that many users won't go through the same effort as the participants.
It is likely the users will click on the call-to-action in the EDMs even if their understanding of the offer is unclear expecting to find further information on the landing page.
Cross-participant themes
1. Purchasing process
Participants #1 and #2 stated that they would do further research before redeeming an offer received via email.
It has been also observed the tendency from the users to visit several product pages when moving through the cross-sell funnel. Some examples:
Note: Similar observations have been collected during the Express Upgrade campaign analysis (add the link here).
2. Attitude toward promotional offers
All the participants express a low level of trust towards promotional offers. They generally think the information in the promotional material is often incomplete or unclear. They rely on viewing the term and conditions or talking with a representative.
3. Mental model around device and plan
All participants indirectly refer to plan and device as two independent services (refer to note 2) making them both are eligible for the bundle and save discount
Hypothesis
Offer detail comprehension
Visual
Layout
CTA
Shopping experience
Email provider and device
Other
Participant #1: Nadine
Introduction
The participant lives in Perth. She purchased a Samsung device about one year ago and expects to buy a new device in 2 years. She mentioned that she is generally "happy to keep the device as far it work". She also has 2 SIM-Only Plans with Vodafone which are used by her family members. The device and plans are presumed to be under the same account as she mentioned being aware of the Bundle & Save offer.
Profession
Multi-channel business communication platform small businesses ()
Email and device
The participant has a Gmail account. She checks email in the morning and up to 3-4 times a day. She relies on notifications. Gmail organizes the emails in a folder so EDM won't be in the primary folder. If she is interested in an EDM prefers to check it on the desktop.
EDM#1 - Offer details
Coming soon
Hero Image
A grabby (22.44) hero image plays a fundamental role in understanding what promotion is about and generating interest.
At the stage of the interaction, the participants don't have any details on the type of offer. Even if the device in the offer could be used by someone else, if the device is not aligned to her preference, the participant won't put interest in it.
This insight is particularly important when there is no information on the customer's preference. For instance, the existing service is NBN. In this case, will be impossible to determine which device the customer will be interested in.
The Participant is able to recognize the device (21.41). The number/type of cameras is one of the main elements that helped the customers to identify the exact model.
B&S discount
The Participant has currently 3 services but she is not able to confidently describe how the discount is applied (15.48). She generally understands that more services increase the discount value but she is not able to clearly identify to which of the services.
However, the participant believes the new plan will replace her current plan which somehow contradicts the previous statement about adding services.
The participant may see the device and the plan as separate entities in this case adding a service would be only the new device and the plan would be a replacement of the current one.
Comparing options
The participant is mostly interested in the OS (android) and she is likely to visit the website to look for more devices and compare the options.
Information architecture and layout
The participant finds it difficult to locate and connect the information in the EDM.
She suggests having some bullet points to list the primary details of the offer and adding links to a page for more information.
eDM#2 - table
The table in the second email helped the customer to understand the offer. However, the participant says that she is still not completely confident. The table makes the participant think the offer is only available for that specific plan. This could influence the decision of submitting the order.
Purchasing experience
[placeholder] Nadine mentioned her preference for visiting the store. I offer "online-only" visit store first and then by online or use live chat on the website.
Participant #2: Brooke
Introduction
The participant lives in Central Coast in a shared house. Originally from the US moved to Australia 3 years ago. She purchased an iPhone 12 about one year ago and expects to buy a new device next year.
Her internet provider is Belong. She mentioned that the connection drops out often.
Profession
Business owner?
Email and device
The participant has multiple Gmail account. She uses Gmail web and navigates the different accounts using the in-app navigation. She mentioned that the emails from the different accounts are redirected to a single one.
EDM#1 - Look&feel
The participant associates the first EDM to Apple at first glance.
EDM #1 - Offer details
After one minute and scrolling to the main body copy, the participant describes the offer as "upgrade or just to add it on"
The participant also expresses low interest in the copy on the page. Mentioning that won't probably read it.
When asked to confirm the details of the offer, the participant seems to be sure that the offer is about adding a new device and plan to an existing account. However, she also mention that it is not a type of offer that she would be interested in.
EDM#2 - Offer details
The participant described the offer as adding a new device to an existing account. The more devices are added to the account the more the discount up to 20% and 10 devices.
She doesn't seem attracted by the offer and the EDM itself.
She believes that call-to-action in the EDM will direct her to a page where she can compare plans and costs.
Landing page
She describes the promotion on the page to be about an iPhone 13 pink. The device is repaid monthly in 36 months.
The participant seems confident in her understanding of the repayment breakdown and she is able to find the information. However, she seems to think the information on the page is unreliable.
Discount and costs
Coming soon
Infinite data
Coming soon
Low trust in telco companies
The participant expresses a low level of trust toward telco companies and she thinks it is a general problem of the industry that many customers face.
Purchasing experience
The participant mentioned that Vodafone is generally expensive. She also believes that it is possible to have a good price and experience when she has contacted the customer care team. She has described some of these experiences.
The participant said that she will buy her next device directly from Apple.
Participant #3: Monica
Introduction
Profession
Email and device
User mental model
WIP - Participant seems to refer to the device and plan has two separated products
EDM#1
EDM#2 - Table
The Bundle & Save campaign is designed to increase customer retention by promoting an additional service that can be added to an existing account. The customer receives a 5% discount on the monthly fee of each of the services up to 20%.
A funnel analysis has been conducted and it has been observed that the conversion rate of the campaign is low.
To further investigate the phenomenon, behavioral data has been collected and a heuristic UX review has been conducted.
Based on the data collected the DCLM has discussed and explored the working hypothesis and assumptions.
As an effort to validate some of the assumptions, a Qualitative study has been conducted.
References and resources
Coming soon
Glossary (WIP)
PDP -
Xsell -
Bundle&Save -
CTA -
EDM -
Splitter (component) -
Background
Funnel analysis
Splitter
it has been observed that users a high number of clicks (36% handset, 39% SIM only) on the upgrade option compared to the "add a service" (7% handset, 1% SIM only) when the users are exposed to the "splitter" component after they land in the cart page from a Handset and SIM only Xsell journey.
It has also been observed that the wording used on the comms and landing page refers to bundle while the label on the splitter CTAs says "Add a service" or "Add a plan". Some users may be confused by the two options in the splitter.
Others may understand the offer as a device and plan bundle and not an additional service discount. In this case, these customers may find the offer attractive and try to upgrade their current device. However, this hypothesis is not applicable for the SIM-only offers.
Further research is required to understand the customer mental model and comprehension of the offer.
It is also important to consider that the users that select "upgrade device or plan" are not necessarily eligible for the specific device.
If the user is authenticated to My Vodafone, it is possible to display the correct Bundle&Save discount.
Base on this above, it is suggested to ask the customers to authenticate earlier on the journey. Additionally, this will allow displaying the correct price (discounted) on the PDP pages.
Bundle and Save (Cross-sell)
Breadcrumbs and related devices
Breadcrumbs and related devices links can deviate the user from the conversion funnel. However, it has been observed in qualitative studies and data analysis that customers are likely to compare devices before completing a handset order. This behavior has not necessarily had a negative impact on the overall conversion rate.
Bundle and Save (Cross-sell) campaign landing page - Samsung Galaxy S21 Ultra 5G
Landing page
Clarity of the offer
It has also been observed that the word "bundle" is only mentioned in the secondary headline. The discount related to the "bundle and save" offer type is mentioned in the small prints below the price. Based on the pages analyzed, it has been observed that there is no mention that the discount is conditional to an existing service.
It is possible to assume that some customers may not understand the term of the offer.
Qualitative and quantitative studies can be conducted deep dive on the user's comprehension of the offer. However, it is also safe to assume that the copy improvements can be implemented without conducting further studies. It is being suggested to conduct qualitative studies after the potential copy improvements are implemented.
Discounts
The discounts are expressed in multiple ways. Some express as percent while others as a dollar value, per month or over the life of the contract. It can be unclear or confusing for some users.
There are discounts applied to the device and one to the plan. In the EDM and landing page, those discounts are expressed inconstantly. In the PDP, the "bundle and save" discount is not displayed while the discount on the device is highlighted.
It is suggested to verify and test the approach in regards to the discounts.
Plan and device details aren't clearly listed
- The plan data allowance is not displayed on the page
- It is not explained the relation between "Speed of up to 10Mbps" and the concept of infinite data express above. "Speed of up to 10Mbps" can be understood as the actual speed of the plan.
- the device specifications are missing on the page or not highlighted (ie capacity).
CTR CTAs (June-Aug and only for email traffic)
- "Shop now" - iPhone pages: 10.3%
- "shop now" - Samsung pages: 5.7%
- "View all plans": 20%
Research question
Enter an image caption
Introduction
Aim
- Explore the customer's understanding of two EDMs and a landing page used to promote the Bundle and Save offers.
Methodology
- The interviews have been conducted semi-structured methodology. It provided the collection of comparable data while allowing the flexibility necessary to create an environment where the participants can express their opinions.
- Two EDM and a landing page have been shown to the participants. While the offer type remains, the two EDM diverge in the device, terms of layout, and contents.
- Assuming the device is an important element for the customers, two EDMs presented to the participants featuring iPhone 12 and Samsung Galaxy 21s. The landing page is based on iPhone 13.
- Line by line coding (WIP)
Researcher
- Daniele Nicoletti (DCLM)
Moderators
- Daniele Nicoletti
- Tara Fernandez
- Emma Salkild
Participants
- 3 interviewed (2 analyzed)
- 3 waiting for booking
Screening requirements
- Vodafone customers
Resources
- Script:
- Prototype:
- Analysis file: https://vodafoneau-my.sharepoint.com/:x:/g/personal/daniele_nicoletti_vodafone_com_au/EeqEJ9auhHZGp2QiUnTg6woBxqg73SyjvKGZBsoeG_9Zyg?e=bM7rAU
What is the potential business problem?
As a result of the mapping and analysis of the SIMO and Handset Bundle and Save customer journey, it has been identified the potential of unwanted device upgrade accidents.
The resolution of accidents can request the assistance of the customer care team. it can have an impact on the ability of the team to attempt other customers, having a negative impact on the brand perception, CX, and potential revenue.
Assumptions
- Some users may be confused by the two options in the splitter.
- Some customers may find the device presented attractive and try to upgrade their current plan or device.
- The number of customers that want to intentionally upgrade their device and successfully complete the transaction is small. The revenue generated by these customers is negligible when compared to the impact of unwanted upgrade accidents
Note: assumption #3 is not in the scope of this research phase
Working hypothesis
we believe that users are confused by the options in the cart splitter and so they unintentionally and mistakenly submit an upgrade order
so if we remove the upgrade option
it will result in an increase of offers successfully redeemed
we believe that some users understand the "Bundle&Save" offer as bundling a plan to a handset (instead of two services).
so if we [change in the user flow which is targeting the problem]
It will result [measurable result influence by the change]
Synthesis
Are participants able to describe the offer?
The participants are able to describe the offer in EDM#1 and EDM#2 with different levels of confidence. However, the process request significant cognitive effort and took over one minute for all the participants.
It is possible to assume that many users won't go through the same effort as the participants.
It is likely the users will click on the call-to-action in the EDMs even if their understanding of the offer is unclear expecting to find further information on the landing page.
The participants are able to describe the offer in EDM#1 and EDM#2 with different levels of confidence. However, the process request significant cognitive effort and took over one minute for all the participants.
It is possible to assume that many users won't go through the same effort as the participants.
It is likely the users will click on the call-to-action in the EDMs even if their understanding of the offer is unclear expecting to find further information on the landing page.
Cross-participant themes
1. Purchasing process
Participants #1 and #2 stated that they would do further research before redeeming an offer received via email.
- Participant #1 mentioned that if an offer is only available online (refer to note 1), she would visit the store and then go online to redeem the offer
- Participant #1 mentioned that she would look on the website for other offers.
- Participant #2 mentioned two experiences where she has been able to receive a "better" deal after she called the customer care service.
It has been also observed the tendency from the users to visit several product pages when moving through the cross-sell funnel. Some examples:
- 50% CTR on the "view all plans" link in the iPhone12 LP
- Over 90% CTR on the "related devices" link in PDP
Note: Similar observations have been collected during the Express Upgrade campaign analysis (add the link here).
2. Attitude toward promotional offers
All the participants express a low level of trust towards promotional offers. They generally think the information in the promotional material is often incomplete or unclear. They rely on viewing the term and conditions or talking with a representative.
- Participant#1 that she would visit the store to talk with a representative before purchasing online.
- Participant#2 said "So that is kind of the problem that a lot of people have with phone companies. [...] there's probably something in the Fine detail, [...]. So then it would be more trustworthy."
- Participant#3 mentioned that if she is interested in an offer she will spend time fully understanding Term and & conditions before clicking on the call-to-action in the EDM.
3. Mental model around device and plan
All participants indirectly refer to plan and device as two independent services (refer to note 2) making them both are eligible for the bundle and save discount
- Partecipant#3 said "Hoping that is a promotion that will allow me to include a new phone. In this case, the iPhone 12 to my account to save some money. So if I want to have more services like my home internet or maybe another number in the phone, I can save money if I have two or three or four or five services in just one account."
Hypothesis
- In the cross-sell NBN funnel the majority of users clicks on "add service". This may suggest that users don't see NBN as a service that can be upgraded. More explorations will be required.
Observations
Offer detail comprehension
- All the participants can generally describe the offer with different levels of confidence.
- Participant #1 has currently 3 services with Vodafone but she can explain exactly how the B&S discount is applied.
- Participant #2 initially mentioned that the offer could be about upgrading or adding a new service. After review, she settles on the idea of adding a new device and plan to an existing account.
- Participant #1 and Participant #2 seem to think that the offer is the same. However, in EDM#2, the offer is valid only for the plan in the EDM.
- Participant #1 mentioned that the discount should be applied to every plan so she may not sure if the offer is actually applied only to the plan in the EDM.
- Participants #2 and #3 describe the offer with more confidence than #1
- Participant #2 express a general understanding of the offer.
Visual
- Participants #1 and #2 express confusion when seeing the headline in EDM#1. They mentioned that expected to see the device price or the offer details.
- The device color in the hero image is also noticed and important for all participants
- The image and look & feel of the EMD play an important role. Participant #1 describes the hero image in EDM#2 as not "grabby" and Participant #2 says that EDM#2 "looks like a scam"
Layout
- The table in the second email seems to be helpful to clarify the offer for all participants. However, Participants #1 and #2 seem to bethink that the discount is applied only to the plan in the table.
- Participant #1 mentioned that the information is shattered and she would prefer to have offer details listed in a clear way (bullet point). This comment applies in particular to the landing page.
CTA
- All participants seem to have different opinions on where the CTA in the EDM would go. The general opinion is to a page to select the device or plan.
Shopping experience
- Participant #1 seems to prefer the in-store experience when purchasing a product.
- Participant #2 express low trust in Telco and preferred to call customer care to get a good deal.
- All participants mentioned they will visit the website to check and compare other offers.
Email provider and device
- The device and email provider plays an important role in the participant's exposure to the EDM.
- All the participants seem to replay on notifications
- Participants #1 and #2 mentioned Gmail as their email provider and the fact that their email folder organized different tabs by Gmail. Commercial emails have their own tab.
- Participant #1 mentioned that she checks her email multiple times a day on mobile but she relays on the desktop to read in details email that interest her.
- All the participants seem to be interested in receiving commercial emails
Other
- Participant #2 is confused by the infinite data. Participant #1 can describe it.
- Participant #1 seems to think Vodafone is generally cheap. While participant #2 says that Vodafone is expensive.
- Participant #2 said that a 5% discount is very small.
Participant #1: Nadine
Introduction
The participant lives in Perth. She purchased a Samsung device about one year ago and expects to buy a new device in 2 years. She mentioned that she is generally "happy to keep the device as far it work". She also has 2 SIM-Only Plans with Vodafone which are used by her family members. The device and plans are presumed to be under the same account as she mentioned being aware of the Bundle & Save offer.
Profession
Multi-channel business communication platform small businesses ()
Email and device
The participant has a Gmail account. She checks email in the morning and up to 3-4 times a day. She relies on notifications. Gmail organizes the emails in a folder so EDM won't be in the primary folder. If she is interested in an EDM prefers to check it on the desktop.
EDM#1 - Offer details
Coming soon
Nadine said "I'm just looking at the at the very top line at the iPhone to add the iPhone 12 Pro today. I'm not sure what that means."
Hero Image
A grabby (22.44) hero image plays a fundamental role in understanding what promotion is about and generating interest.
I am not an iPhone person.
At the stage of the interaction, the participants don't have any details on the type of offer. Even if the device in the offer could be used by someone else, if the device is not aligned to her preference, the participant won't put interest in it.
This insight is particularly important when there is no information on the customer's preference. For instance, the existing service is NBN. In this case, will be impossible to determine which device the customer will be interested in.
The Participant is able to recognize the device (21.41). The number/type of cameras is one of the main elements that helped the customers to identify the exact model.
B&S discount
The Participant has currently 3 services but she is not able to confidently describe how the discount is applied (15.48). She generally understands that more services increase the discount value but she is not able to clearly identify to which of the services.
(25.45) Additional 5% [saving], both on your existing plan and on your new. I'm not very confident.
However, the participant believes the new plan will replace her current plan which somehow contradicts the previous statement about adding services.
The participant may see the device and the plan as separate entities in this case adding a service would be only the new device and the plan would be a replacement of the current one.
Comparing options
The participant is mostly interested in the OS (android) and she is likely to visit the website to look for more devices and compare the options.
Nadine said "So, like when I was looking at the time, yes, I would be interested in that and those offers in details and I would probably click anywhere just to get to the website and once I get to the website, I would probably see if I can compare any other phones with this. I think, I think the Android User is a bit different from the Apple user just because Apple, it's the one new phone every year. Yeah, always Android. Like there's so many. Any options? So to me, I would want to get to the website, compare the options and see. How much am I paying versus? How much am I getting? If I utilize this offer and then go from there?"
Information architecture and layout
The participant finds it difficult to locate and connect the information in the EDM.
(29.12) I feel like there's so much going on.
(32.19) if it was all kind of more condensed or you know that the offer was You know, in the same place it would make it easier.
She suggests having some bullet points to list the primary details of the offer and adding links to a page for more information.
(32.38) the three or four [bullet] points of the [offer] mean that you will get a b c and d.
eDM#2 - table
The table in the second email helped the customer to understand the offer. However, the participant says that she is still not completely confident. The table makes the participant think the offer is only available for that specific plan. This could influence the decision of submitting the order.
(25.13)I'm not very confident. This is a Samsung phone. But that was, that offer is probably only available on the 65 super plus then.
(25.45) So this is saying that if you get this promotion, you'll save an additional 5%, both on your existing plan and on your new one.
Purchasing experience
[placeholder] Nadine mentioned her preference for visiting the store. I offer "online-only" visit store first and then by online or use live chat on the website.
Yep, I usually purchase and store.So this one's saying only available online. So if I was going in store, I may be asked.
And then if it's only available online, I would ask our purchase online.I might just use your chat and and ask their now, right?
Participant #2: Brooke
Introduction
The participant lives in Central Coast in a shared house. Originally from the US moved to Australia 3 years ago. She purchased an iPhone 12 about one year ago and expects to buy a new device next year.
Her internet provider is Belong. She mentioned that the connection drops out often.
Profession
Business owner?
Email and device
The participant has multiple Gmail account. She uses Gmail web and navigates the different accounts using the in-app navigation. She mentioned that the emails from the different accounts are redirected to a single one.
EDM#1 - Look&feel
The participant associates the first EDM to Apple at first glance.
Brooke Robey said "it still reminds me of an Apple email, which is, I guess it is technically and its partnership with Vodafone, but I didn't see anything about the price until I scroll down to the fine print, but I probably would have liked to see you like a price around here, like starting at something and then Yeah, because the by now doesn't really stick out to me kind of like looks. It doesn't really stick out at all to me Blends in with the background and the phone image looks great. Like I think it's really cool looking and I think it's pretty set up nicely the email everything else sort of sticks out. Maybe these gray buttons are kind of hard to see or these grey icons, but the text sticks out to me and I would not read this fine print below. Blow at all. I probably would just skipped over it and definitely would not read all that.
So it just looked like an apple email like that.You would normally get from Apple when they came out with a new product.But overall I Really associate it at all with Vodafone.
EDM #1 - Offer details
After one minute and scrolling to the main body copy, the participant describes the offer as "upgrade or just to add it on"
The participant also expresses low interest in the copy on the page. Mentioning that won't probably read it.
Brooke Robey said "And the iPhone Pro to your current photo field plan, so maybe for an upgrade or just to add it on."
When asked to confirm the details of the offer, the participant seems to be sure that the offer is about adding a new device and plan to an existing account. However, she also mention that it is not a type of offer that she would be interested in.
Yeah, I think it just is for if I want to add an additional phone on for me are my friends.So it's it seems like it's more for like a family rather than the individual.
EDM#2 - Offer details
The participant described the offer as adding a new device to an existing account. The more devices are added to the account the more the discount up to 20% and 10 devices.
She doesn't seem attracted by the offer and the EDM itself.
It just looks like a spam email to me that they're just trying to get me to like get on another plan. Like 5% is really nothing. It's not even five dollars off, so I probably wouldn't.
She believes that call-to-action in the EDM will direct her to a page where she can compare plans and costs.
What is gonna go and that will probably bring me to the phone page with the plan of how much it's going to cost. But probably more the plan. So I would log on to the Vodafone page and I'll be able to explore the different plans of how much it would cost to actually add on that second iPhone.
Landing page
She describes the promotion on the page to be about an iPhone 13 pink. The device is repaid monthly in 36 months.
The participant seems confident in her understanding of the repayment breakdown and she is able to find the information. However, she seems to think the information on the page is unreliable.
I feel like that is very confusing text, but it would sell someone because they would only think they're paying $99, but I feel like it would end up being more. Because the $99 would be for the first three months.
Discount and costs
Coming soon
Like 5% is really nothing. It's not even five dollars off, so I probably wouldn't.
the total cost is really expensive even though it gives you one month plant plus one month plan fee.
Infinite data
Coming soon
No, excess data charges. So why are they giving me bonus data?
Low trust in telco companies
The participant expresses a low level of trust toward telco companies and she thinks it is a general problem of the industry that many customers face.
So that is kind of the problem that a lot of people have with phone companies. So you think is something you expect to have when you deal with the phone company, pretty much. I know that it won't be what they're actually saying and there's probably something in the Fine detail, whereas it would be better if they were just transparent about it. So then it would be more trustworthy.
Purchasing experience
The participant mentioned that Vodafone is generally expensive. She also believes that it is possible to have a good price and experience when she has contacted the customer care team. She has described some of these experiences.
Yeah, they always it's always been cheaper to call them and actually figure out and speak to a representative then it is to just do it online because I always find that pay more when I actually make a purchase online.
twice now, so they just give me this code and then I just plug in the code and then I get it cheaper then.
The participant said that she will buy her next device directly from Apple.
Usually I just go to Apple to buy the actual product.
Participant #3: Monica
Introduction
Profession
Email and device
User mental model
WIP - Participant seems to refer to the device and plan has two separated products
EDM#1
Monica Fuentes said "Hoping that is a promotion that will allow me to include a new phone. In this case, the iPhone 12 to my account to save some money. So if I want to have more services like my home internet or maybe another number in the phone, I can save money if I have two or three or four or five services in just one account."
EDM#2 - Table
Monica Fuentes said "Samsung has 21. Voltron some information about the Samsung. So I have sixty five dollar plan and I will have 5% discount if I have another plan, I think. So if I have a 55 plan, then my second plan would be 65 plus plan, then I will say. My, I don't understand this part, your current plan your circumstance. I've also think it will be just including another plan into my account. I don't really know why it's more expensive than the 55. If I have a current plan of 55. Why would I pay 65? Okay, so - extra 10% of a new plants monthly fee and enjoy through.