SMARTY Mobile
Making a low-cost mobile network feel straightforward instead of fiddly
SMARTY position themselves as a simple, no-nonsense mobile network. The challenge was making sure the website actually behaved that way. Plan comparisons, pricing, and key details were all there, but the experience made people slow down and double-check themselves. I worked on improving clarity and flow so the site supported quick, confident decisions.
UX and UI design, website optimisation, ecommerce journeys, accessibility
People could compare plans more easily, understand pricing faster, and move through checkout with less hesitation
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These were the things getting in the way
SMARTY’s plans are good value, but understanding the differences took more effort than most people wanted to give at that moment.
Information was dense at decision points.
Plan differences weren’t obvious straight away.
Too much detail appeared too early.
People paused longer than they needed to.
When pricing is meant to be simple, the interface has to keep up.
What happened when we untangled those issues?
Clearer hierarchy and comparison now help people choose without overthinking it.
Plans are easier to compare at a glance.
Key differences are surfaced earlier.
There’s less rereading and second-guessing.
People can make decisions with confidence.
