VOX · SHIPPED 2017
Vox eCommerce Website Redesign & Branding Update
Overview
Turning complex product journeys into a streamlined, conversion-focused experience.
I led the end-to-end redesign of the Vox Telecommunications eCommerce website, transforming complex product journeys into a streamlined, conversion-focused experience across desktop and mobile.
The redesign drove an uplift in conversion rate and a reduction in bounce rate, directly improving eCommerce performance. Through rigorous heuristic evaluation and usability-led design, it aligned user-experience improvements with measurable business outcomes.
I also drove the research and planning (information architecture, persona mapping, user-journey flows and prototyping) and personally designed all wireframes and UI across every page.
A research-led process — from evaluation through to a conversion-focused redesign
- Role
- Senior UX/UI Designer
- Timeline
- 2016 – 2017
- Team
- Vox Marketing External Development Agency Engineering & Content UX/UI Design
- Skills
- UX Strategy Heuristic Evaluation Information Architecture Persona Development Wireframing Conversion Optimisation Brand Evolution UI Design
The Challenge
A website that no longer met user expectations or its role as a sales channel.
By 2016, the Vox Telecommunications website no longer met evolving user expectations or supported its role as a primary eCommerce and customer-acquisition channel. Increasing product complexity, fragmented information architecture, and outdated interaction patterns made it hard for users to understand offerings, compare options, and complete key tasks efficiently.
As digital experience became a critical competitive differentiator in telecommunications, these usability and clarity issues posed a direct risk to engagement, conversion, and brand perception.
The Brand
A brand that no longer reflected the scale or ambition of the business.
Vox Telecom’s brand no longer reflected the scale, maturity, or digital ambition of the business. Inconsistencies across touchpoints and an outdated visual language risked weakening brand clarity, trust, and differentiation in a competitive market.
At Vox Marketing, I collaborated with an external design agency and a cross-functional internal team of engineers, technical and creative writers, and key stakeholders to deliver the revamp of the Vox corporate identity — including brand visuals and language.
The Brand Revamp
A strategic brand evolution — modernised, consistent, and scalable.
The revamp was delivered as a strategic brand evolution: retaining core brand equity while modernising the visual system, improving consistency, and creating a scalable identity designed to perform across digital and customer-facing platforms.
The Result
A cohesive, modern digital presence with measurable gains.
The Vox brand and website redesign delivered a cohesive, modern digital presence that improved clarity, usability, and brand confidence. The updated platform achieved measurable gains in engagement, reduced bounce rates, and improved task completion — strengthening Vox’s digital performance and positioning the brand for future growth.
- ✓Uplift in conversion rate
- ✓Reduced bounce rate
- ✓Improved task completion and engagement
- ✓A scalable identity across digital touchpoints
Outcome
Usability improvements aligned to measurable business outcomes.
By pairing heuristic evaluation and usability-led design with a strategic brand evolution, the Vox redesign turned a complex, fragmented site into a clear, conversion-focused eCommerce experience — demonstrating how UX improvements can align directly with business performance.