Website Redesign & Design System
One NZBackground graphic by The Tuesday Club.
Overview
In April 2023, Vodafone NZ rebranded as One New Zealand, reflecting its commitment to local heritage and community connections. As the Lead Designer, I spearheaded the transformation of the website, turning the rebranding challenge into an opportunity to enhance the digital experience. This included a full website redesign and the development of a modular design system, later integrated with design tokens to ensure scalability and adaptability for future branding updates. Collaborating closely with the Design Chapter Lead, the project was successfully delivered within a demanding three-month timeline.
To comply with my non-disclosure agreement, any confidential information is omitted in this case study.My Role in Shaping the Experience
Website Redesign & Mobile Product Page Optimization
Led the website redesign to align the digital experience with One NZ’s refreshed brand identity.
Redesigned mobile product pages, One NZ’s most customer-facing category.
Conducted content audits, streamlining redundancies and focusing on key user needs to create a cleaner, more efficient experience.
Leveraged data-driven insights from Google Analytics, heatmaps, and user journey mapping to address pain points such as high bounce rates and low CTA engagement.
Collaborated with stakeholders to redefine page structures, refine content hierarchy, and incorporate clearer CTAs, driving users toward high-conversion pathways like mobile plans and device categories.
Enhanced navigation and visual hierarchy to simplify user interactions and guide users effectively.
Design System & Design Token Development
Proposed and led the creation of a modular design system, forming the foundation for consistent, scalable digital experiences.
Designed and implemented a responsive design system in Figma, featuring reusable UI components that streamlined the design process.
Enabled team-wide adoption by promoting consistency across all product categories (Mobile, Broadband, Business, Accessories) and supporting real-time updates for seamless collaboration.
Coordinated a team of four designers working on distinct product categories, maintaining alignment through the shared design system.
Collaborated closely with engineers to integrate design tokens, ensuring effortless updates and long-term scalability.
Outcome & Impact
The One NZ website redesign delivered a scalable, consistent, and future-ready digital platform. The modular design system ensured seamless collaboration, empowering designers to focus on strategic challenges and enabling developers to implement components efficiently with minimal errors.
The integration of design tokens provided flexibility for future branding updates, supporting effortless scalability. Streamlined user journeys reduced bounce rates, improved engagement, and enhanced the overall user experience. Meanwhile, consistent branding across the website reinforced One NZ’s position as a leader in telecommunications.
By leveraging a guided design approach and reusable components, the project set a solid foundation for future growth, ensuring adaptability and long-term value for One NZ’s digital presence.
