Vodafone
Vodafone UK provide a great number of services that create a complex ecosystem of offerings that go beyond just being one world’s leading telecom providers.
Their rich internal landscape and working culture means there are often diverse needs to be balanced… doing this quickly is often what gives Vodafone it’s competitive advantage.
The Challenge
When Vodafone creates a new product or service offering, gaining clear alignment across so many internal stakeholder groups can be challenging.
In this case there were a multitude of considerations to balance:
- Making increasingly expensive phones obtainable to the average user.
- Legal contract compliance with Ofcom.
- Flexible options for users.
- Competing commercial interests.
In examining each of these components in turn, the path to balancing all these needs became clear: Show the proposition from a Service Design & Strategy angle in a way that was easy to digest for the project teams and guide the project to more Customer-centric focus.
The Solution
The proposition was a novel blend of product & service that needed to be treated as such. It needed to be understood easily not only by the customer during purchase, but the delivery teams themselves to ensure a coherent end result. The meant creating a narrative for each team that made sense to them.
The end deliverable highlighted customer touchpoints, the emotional journey throughout, goals, frustrations, opportunities and key moments of impact.
Customer-centric research
Revamped navigation
Merging Design Systems together
Prototyped for performance
The Results
Balancing regulations from Ofcom, commercial flexibility and advocating for customer-centric design in a leading telecoms company was no small task. In this case it meant re-defining the ‘rulebook’ for how Vodafone deliver projects.
By helping Vodafone teams more fully embrace their internal culture of research, early prototyping, and iteration along with continuous improvement (essentially what’s become known as Design Thinking), this ongoing project is defining the future of how customers buy devices and services from telcos.
Making complex financial propositions relatable
Participation and buy-in from over 200 stakeholders
MVP prototyped and A/B tested for performance
“His incredible knowledge in the field and enthusiasm to share it was a great asset to the team. He’s also a very good speaker, he ran UX workshops with the clients and they loved it. He took the lead on to fully understand the client’s vision and needs. His approach is very much focused on solving the users challenges in the most efficient way. As a project manager. I would recommend him to anyone who’s looking for a hard working and very talented UX consultant!”
Camille Tapia
SCRUM Master at Vodafone, MMT Digital
