Dodo Telco

Transforming Dodo’s online sales journey — increasing conversion from 0.8% to 4.5%.

Impact
Redesigned Dodo’s online sales journey to support bundled telecom products, increasing conversion from 0.8% to 4.5% through a simplified and more flexible purchase experience.

Context
As part of Dodo’s 2018 national rebrand, the business sought to modernise its digital experience and enable customers to bundle multiple telecom products — including internet, energy and mobile — into a single package.

However, allowing customers to configure their own combination of services introduced significant usability challenges. The existing sales journey struggled to support complex product combinations while maintaining a clear and intuitive experience for customers.

Direction
Working alongside a multidisciplinary team of UX and visual designers, we reimagined the digital sales funnel and introduced a new product builder experience. The design focused on simplifying decision-making while allowing customers to configure services that suited their needs.

The platform enabled users to test connectivity, schedule installation appointments and assemble personalised product bundles within a guided purchase journey.

Outcome
The redesigned funnel significantly improved the customer experience and removed friction from the purchase journey, increasing conversion rates from 0.8% to 4.5% and establishing a scalable foundation for Dodo’s bundled product offering.