From Friction to Flow

Faster, clearer, smarter One NZ trade-in experience

Overview
Client
One NZ (previously Vodafone)
Industry
Telecom Retail

The goal was to increase the volume and value of device trade-ins by making the process faster, clearer, and more trustworthy across both digital and in-store channels.

Existing systems were slow, inconsistent, and opaque. Users struggled with device selection, grading criteria, and preparation steps, leading to friction and drop-off.

Approach
Research & Discovery
  • User interviews to understand motivations, concerns, and expectations
  • Competitive benchmarking across telco and retail trade-in systems
  • Heuristic evaluation to identify usability gaps and friction points
  • Key insights: simplicity, transparency, and speed were critical
Design & Execution
  • Defined clear information architecture and end-to-end user flows
  • Created wireframes and interactive prototypes to validate journeys
  • Applied One NZ design system for consistency and clarity
  • Iterated rapidly through usability testing
Experience Improvements
  • Faster device selection and comparison
  • Clear, understandable grading criteria
  • Simplified preparation steps for users
  • Generation of unique grading IDs for in-store efficiency
Outcome
  • Exceeded trade-in volume and value targets
  • Improved clarity and speed across the full customer journey
  • Reduced friction in both online and in-store workflows
  • Industry recognition, with competitors temporarily pausing to reassess their own systems
Showcase
One NZ - Trade In - screens