With 45 million active users across 14 markets, My Vodafone is Vodafone’s flagship digital channel.
Shiftings in lifestyles, unlimited data plans, and increasing appetite for digital experiences that deliver more than utility, determined the need for a change.
My Vodafone App should transition from a utility-focus app, where customers are able to check usage and billing, into the platform where users can mange and discover further opportunities for a better connected living.
In this new vision of the App, Tobi, Vodafone’s Artificial Intelligence becomes one of the protagonists of the experience.
The new My Vodafone App must be light and simple to use – relevant content must be surfaced clearly and encourage further exploration.
The new app should align with Vodafone's evolving value proposition. The industry was at the time at a verge of disruption, whith several new players entering the space, a change in consumer perpective about allowances and the introduction of IOT products into the value equation.
I lead the definition of the interaction model after championing a reinterpretation of the initial brief and pushing the bundaries of the re-design scope.
I created a series of these simple interaction videos which allowed me to maximize buy-in and alignment among the different teams working on the project. Once the interaction model was defined, each team was able to explore spefic key jobs-to-be-done.
A new hierarchy of information disrupted the previous MyVodafone App home screen. Dashboard tiles give an instant, ‘at a glance’ view of usage, billing and product information. Smaller tiles are fully personalized and can be customized to meet user lifestyle needs.
Users are encouraged to scroll vertically to explore offers and other tailored content without the need of navigation.
Nearly 10 designers from diffrent Vodafone markets worked co-located for 2 months tackling different challenges in weekly design sprints
While initial sprints where about high level aspects of the experience such as navigation and interaction model, the smaller features where tackled in smaller groups.
For every feature, we would explore the current state on different markets, include key stakeholders for initial discussions, create divergent proposals individually and converge as a team and create a user-testing script. Each week, an external team would confront these outputs with real customers for feedback.
As usage control will become less relevant with Unlimited allowances across markets, the opportunity was to combine traditional utility features such as the check on remaining data into an opportunity for discovering value added services.
Across all markets, the billing section was the part of the app presenting the highest possibilities for improvements. Our main insight was:
"Our postpaid users need a way of predicting monthly expenses to avoid bill shocking and be able to mange their consumption."
Tobi would now provide help & support as well as deliver notifications. Billing was one of the most challenging journey. Users expect precise responses and in many cases they may feel frustrated and want to speak with a human operator. Tobi would be in charge of guiding the user in understanding a new ‘predictive billing’ feature.
Top-ups was one of the journeys whith more disalignments among different markets.
My goal was to create the simplest and most versatile experience. Users may feel the need to top-up at many different levels of navigation. That is way the final solution uses an action tray that pops in front of any navigation level while preserving user context.
Throughout every design sprint, all iterations have been subject to rigorous user-testing.
Across four markets (UK, South Africa, Italy and Spain), we’ve conducted four rounds of informal, ‘guerrilla’ testing, and two rounds of formal, lab-based testing.
Feedback has been resoundingly positive, giving us a combined System Usability Scale (SUS) across all markets of 80.8 (A Grade).
Italy, Germany and UK were the first countries to start implementing the new interaction model and usage concept. Tobi presented different levels of maturity across markets being Italy the most developed.
