Uplifting Vodafone Shop
A digital transformation program focused on the full redesign of Vodafone’s website and replacement of its supporting technology stack.
Project Overview
Problem
Vodafone’s existing online platform was fragmented and outdated, creating friction across customer authentication, handset upgrade, and additional service journeys.
Customers faced confusing upgrade paths, login issues, and a lack of self-service options, resulting in lower conversion rates and higher reliance on customer support.
The technology stack was inflexible, slowing the ability to respond to customer needs and operational demands.
Solution
Redesigned and rearchitected key site journeys to simplify login, support mobile upgrades, and expand additional service options, aligned to technical uplift timelines.
The solution focused on reducing friction, increasing customer control, and improving operational scalability.
Key Results
+2.1%
Increase in mobile upgrades
1.3%
Increase in additional service orders
23%
Reduction In reported security breaches
Complexity
High
My Role
Led UX Designer
Length
18 months
Identified Issues
When redesigning Vodafone’s online shop experience, we uncovered critical experience and operational gaps impacting customer satisfaction, conversion, and security.
Fragmented Authentication:
Customers faced inconsistent login experiences across services, leading to confusion and increased failure rates.
Upgrade Journey Complexity:
Multiple disconnected flows for device upgrades and add-on services create friction and abandoned sessions.
Operational Bottlenecks:
Manual processes and legacy systems slowed upgrades and service activation, delaying customer fulfilment.
Security Vulnerabilities:
Outdated authentication systems contributed to a higher rate of security breaches across customer accounts.
Initial research uncovered critical experience gaps in Vodafone’s online shopping journey, particularly around authentication, handset upgrades, and additional service.
Journey mapping, stakeholder interviews, and competitor benchmarking revealed fragmented flows, operational bottlenecks, and security vulnerabilities that hindered both customer experience and business performance.
2.Ideation
Ideation began with cross-functional workshops bringing together UX, product, sales, fraud, and technical teams.
I mapped future-state journeys that aligned customer goals with business priorities, exploring multiple concepts for simplifying login, upgrading devices, and additional services with minimal friction.
3.User Testing
Interactive prototypes were tested with real customers to validate clarity, trust, and ease of use across login and upgrade flows.
Insights informed refinements to messaging and authentication handling.
1.Discovery & Research
My design process
thumbnail to zoom
4.Delivery
The final designs delivered a fully optimised authentication, upgrade, and additional service journey across Vodafone’s online platform.
I supported the build phase with detailed UX documentation, acceptance criteria, and user story mapping, ensuring smooth handover into development and a successful launch.
+2.1%
Increase in mobile upgrades
The Results
1.3%
Increase in additional service orders
23%
Reduction In reported security breaches
Learnings
New Auth System
– Steep learning curve slowed progress.
Lesson: Factor onboarding time into future timelines.
Conflicting Stakeholders
–Opposing KPIs led to miss aligned goals.
Lesson: Align goals early through a shared success definition.
Dual Auth Systems
– Increased technical complexity.
Lesson: Plan for system dependencies in early scoping.
Disconnected Copy
– Word docs made dev handover inefficient.
Lesson: Centralise copy in design tools or linked sources.
More Work
A strategic UX initiative focused on optimising the mobile & plane upgrade experience for existing Vodafone customers.
To introduce a new high-value accessories journey seamlessly into Vodafone’s online shopping experience by surfacing relevant bundled offers.