Designed a dedicated landing page to highlight the latest upgrade deals and benefits. Created an eligibility checker form for users to quickly verify upgrade options. Aimed to boost upgrade deal sales by improving visibility and user engagement.
The challenge
Upgrade sales for phones and SIMs were falling behind new contracts and SIM only deals. The upgrade category pages lacked engagement, and users often didn’t know if they were eligible. Stakeholders wanted to make upgrades a key focus, but the experience wasn’t driving conversions.
Research
Looking at four key competitors, a few insights stood out:
Each had a dedicated landing page for upgrade deals, making them easy to find.
Call to action buttons for upgrade eligibility were prominent and encouraged user interaction.
Most featured a simple eligibility checker form, though visually unpolished. This was an opportunity for us to improve both functionality and aesthetics.
Analyse competitors
Ideate different sized solutions
Validate ideas on UserZoom
Update designs based on feedback
Showcase to stakeholders
03
Testing
I changed ‘Buy Now’ and ‘Add to Basket’ to ‘Upgrade Now’ for clearer intent.
90%+
preferred ‘Upgrade’ in the button (100 participants, UserZoom)
80%+
said they were more likely to complete their purchase with the updated wording
It feels clearer… it makes the process more straightforward.
The obvious solution was to add a link in the mega menu, but stakeholders felt it was already too crowded. Instead, I placed a prominent call to action on the upgrade deals category pages, ensuring users could easily find it at a crucial stage in their journey. I also adjusted the layout by moving reset filters to the left on desktop and adding a new element on mobile.
It helps me find out right away if I can upgrade or not.
04
The solution
To improve upgrade sales, I designed a dedicated landing page showcasing the latest upgrade deals and their benefits. I also created an eligibility checker form, allowing users to quickly verify their options. To drive engagement, I refined key call-to-action buttons, making it easier for users to navigate to upgrade deals and complete their purchase. This helped boost visibility, improve user experience, and increase upgrade conversions.
05
Failed designs
Peers found the use of network brand colours on the landing page distracting.
Testers felt misled by the form being on the landing page, as clicking the button revealed unexpected extra steps.
On mobile, the ‘Check Eligibility’ button placement was unclear and clashed with the filters.
Tried grouping four form steps into two to make the process feel quicker, but stakeholders found this misleading and preferred clearer progress indicators.
06
Final designs
Refined the network boxes for better consistency and page flow.
Changed the form button on the landing page to a link with helpful information, leading to a separate form page.
Improved the eligibility checker button on mobile and designed a new element specifically for mobile.
Enhanced the form’s progress indicators for better clarity and a smoother user experience.
Upgrade landing page — desktop and mobile
Upgrade eligibility checker — desktop
Upgrade eligibility checker — mobile
