Context

Over time, Vodafone’s web shop, self-care portal and native apps grew in silos. Customers jumped between interfaces; teams maintained three design systems. Leadership asked for one consistent experience that works for mass-market and B2B users alike.

Challenge

• Fragmented screens confused shoppers and hurt completion.

• A complex product mix (mobile, TV, IoT) buried key offers.

• Parallel CMSs slowed each release cycle.

Research & Insight

Senior researchers ran stakeholder interviews, analytics deep-dives, remote user tests and concept-validation surveys.

“Changing a plan should be as quick as ordering pizza.” — Digital Lead, Vodafone HU

Methods in Focus

Usability Lab (multi-session) – Observed real customers completing top tasks; findings shaped the first wireframe sprint.
Analytics Review (four-week) – GA4 funnels exposed the exact points where carts were abandoned.
Wireframe Sprint (cross-functional) – Designers and devs iterated 40+ screens, agreeing on layout and component rules before high-fidelity work began.

Design Moves

1. Unified navigation across web and app, with context-aware promos.

2. Task-first plan configurator that matches needs, not product lines.

3. Live price-comparison module showing real-time bundle savings.

4. Account-centric dashboard—all self-care actions within three taps.

Impact

Smoother purchases

Early analytics show fewer mid-checkout drop-offs and faster page loads.

Happier customers

Billing-related support calls have already declined since launch.

Faster releases

A shared component library cut design-to-dev hand-over time in half.

Lessons for Readers

1. Treat the whole ecosystem, not just a screen.

2. Quantitative data pinpoints friction; qualitative research explains why.

3. Senior-only teams iterate fast—reducing rework later.