Digital Score Website



Vodafone wants to help digital transformations of the companies in Turkey. In order to understand how digital companies are, we have prepared a website which ask questions to understand how digital a company is. According to the answers through this site, we are calculating how digital they were and offering solutions according to the answers.

My Role

In this project I worked as an UX designer and project manager. I’ve work on wordings, prepared wireframe and prototype it. Also, connecting C-Sections design & development team with Vodafone’s development team.

The Team

Our team consisted of 1 copywriter, 1 UI designer, 1 illustrator, 2 developers.


The current website wasn’t pleasing Vodafone, users were leaving the website without completing the test. Our challenge was ensuring that SMEs to complete the test so that Vodafone can collect leads.


User Testing

First we started the project with user testing on current website. There were 2 main problems that we see: number of question is too much, sentences and the words are difficult to understand because there are a lot of jargons.

Elimination of the question number

We sat together with Vodafone SME team and decreased the number of the questions. While decreasing, we needed to be sure that we are asking the correct questions because our main purpose is to understand the business’s goals and needs. We decreased the number from 35 to 23.

Understandable words and questions

“If someone don't understand what the question is said, can't answer.” This was our starting point. During user tests, we realized that some users can’t answer the questions because they don’t understand the questions. Every word in our website is part of a conversation with users. We want to make this conversation comfortable for users by speaking the same language as them. So we try to make questions as simple and understandable as possible. We used familiar, understandable words instead of jargon.

Algorithm & Scoring

Later on we started to work on algorithm and scoring. Even though we decreased the number of the question, we still needed to ask the right questions to the right users so that they don’t quit. Another part of the test was scoring. When users complete the test, they generally want to see a score and ranking to understand their places at their sectors. Each question and answer have different values which show how digital a company is.



Yes , we decreased the number of the questions, changed the communication style, but still it was a test that asks questions about their companies, is not really fun, we needed something else. When people see interactions they feel more connected, they feel like there is someone with them and this generally motivate them. Of course not every interaction. There are some kind of interactions which cuts the experience and make people leave where they are but small interactions which is interspersed among the questions, are the answer. We added interactions, which changes according to the answers that users give, to some questions.

Reaching to companies

As Vodafone was collaborating with Union of Chambers and Commodity Exchanges of Turkey, we needed to reach a lot of SMEs. We tried to make this questionnare as a game. We added shareable certificates that say “you are 100% digital!”, “almost there your company needs to improve itself”. By adding this, we aimed that results will be shared on the social media, so we will reach more companies than we can.

Final Design

Completion rate is increased by 34% and 80% of people who login to the website answered all questions.

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