Vodafone
E-com Experience Transformation
I had the opportunity to lead the ‘Buy’ design team, guiding a group of four designers as we tackled the challenge of unifying the buy journeys for consumer, business and transitioning customers.
By collaborating closely across teams, we delivered more consistent and customer-centred experiences that made it easier for customers to find, choose and purchase the right products.
Senior UX/UI Designer
12 month contract
My Role
Vodafone setup the Digital Experience program to explore what a more digitally integrated future could look like. DX was made up of multiple squads, each concentrating on different parts of the business.
_Discovery workshops
_Digital strategy
_Customer interviews and analysis
_Userflows
& Mindmap
_Information architecture
_Rapid ideation and user testing
_Wireframing and prototyping
_User Interface design
_Interactive design
_Design system
My Responsibilities
Discovery
After a number of workshops with the relevant stakeholders, we;
1. Reviewed the personal, business and transition journeys
2. Defined the challenges that needed to be resolved
3. Applied the relevant digital strategy and solution method
4. Designed the proposed alignment
Feedback was sought (from stakeholders) at every step of this process.
1. Review
We reviewed all the different customer journeys identifying the challenges.
Design Issues
__Conflicting eShop UX & UI
__Sequences not aligned
__Current build not scalable
__Processes are confusing
Build Issues
__Conflicted with Design Principles
__Very ‘lateral’ and time consuming
__Extended checkout sequence (one message per screen)
__Building tech debt
__Multiple eShops being built (‘no line of sight’)
2. Challenges
__Single sequence (one eShop)
__One ‘buy’ pattern (consistent)
__Useable for all products even future unreleased products or services
__Prioritise what has already been built
__Exiting business rules
__Feasibility to deliver
__Flexibility to work with the delivery plan
“Inspire confidence in our customers so they are equipped and ready to make a decision”
3. Strategy & solution method
The proposed alignment applied the strategy and solution method, resolving all of the design and build issues.
4. Proposed alignment
Proposed eShop solution
Design system
Alongside my work on the eShop, I was also tasked with developing a Design System that could provided consistent UI themes, components and modules, aligning both the design and development squads.
Similar Work
E-com website
Website Platform
Website Platform
Design System
