VODAFONE

A New Positioning for My Vodafone App

— MY VODAFONE APP EXPERIENCE

Vodafone asked Fjord to do an exploration piece to understand how to reposition their flagship App to meet their strategic objectives.

— Impact

We reviewed the MyVodafone App in light of their new strategic positioning (from Telco to Tech Co) by collecting Business Requirements from stakeholders and talking to their customers to make sure we were creating a meaningful product.

We also restructured the application to bring the new proposition to life, delivering a new IA complemented by the UX and UI for the new and the revised templates and modules to be added to Vodafone’s Design System.

— THE PROBLEM SPACE

Vodafone has been struggling to upsell new services to clients. 

To define user needs, pain points, and aspirations, we conducted an initial session with 32 Vodafone stakeholders and SMEs to align around a shared vision. 

We then organised three exploratory sessions with users and a weekly co-creation session with the Vodafone SMEs to identify and prioritise initiatives that resonated with their customers.

— DEFINITION PHASE

We started identifying the strategic positioning in the definition phase and defining the design principles based on user insights. 

We then started designing the MVP and the North Star information architecture and the wireframes for the app, quickly iterating on prototypes after testing them with users and stakeholders.

— JOURNEYS, Wireframes anD IA

After the definition phase, the team started working on journeys, wireframes, and short term and long term information architecture.

— HIGH-FIDELITY PROTOTYPES, user and tech validation, and design system components

In the final phase of the project, we started creating 
high-fidelity prototypes to bring the new strategic positioning to life. 

After validating them with users, we documented the work done, and we shared the outcomes with the internal design team in Vodafone to update the Design System.