There were a few challenges that needed to be reflected in design.

None of the predefined bundles felt like their bundle. The original page offered four pre-defined family packages side by side. But families don't come in same shapes — they come in dozens. A household with two adults and one teenager looking at a "family of four" column had to mentally subtract a broadband and guess what the price would be. A single parent with two kids saw nothing labeled for them at all. When customers can't find themselves in the offer, they don't convert — they leave.

The savings story was buried. The offer's core value was a real one: bundling mobile plan and home internet meaningfully reduced the monthly cost compared to buying them separately. But that saving was implicit in the pricing table, not stated. Customers had to compare the bundled price against the prices of standalone products they'd have to look up on other pages — and then do the math themselves.

Static examples killed the sense of flexibility. Vodafone's offer was genuinely flexible — number of the SIM cards with different plans, internet speed and TV plan all adjustable. But on the page, that flexibility was represented by four static configuration examples. A customer reading them couldn't tell whether they were looking at the four options or four examples of many.