Vodafone My Way / Design in the real world
My Way is Vodafone’s 'build-your-own-plan' product: customers only pay for what they use. It embodies Vodafone's strategic positioning, putting choice and control into the customers' hands.
Vodafone asked us to design and build an app they could use both in their retail stores and in the call centres - and it had to work on multiple platforms: tablet, large touchscreens, online and mobile. The retail stores had previously only used paper and this was the first time that Vodafone used a fully digital sales tool, so the app had to work as well for the retail staff as it worked for the customer.
What we did
Contextual research: Our goal was to design something to increase engagement between staff and customers. We spent lots of time in retail stores, to fully understand what questions the customers were asking and what the retail staff needed to explain and sell the product.
Business process mapping: Vodafone has several systems, all of which hold data we needed for the My Way application. We mapped out how all the systems related to each other and what data came from each. Then we made sure the purchase process was easy to use: easy for the customer to find the right plan, easy for the retail staff to explain the products and prices.
Interaction and visual design: A circle became the core design, which both defined the app, as well as informed the product design itself. The circle helped the customers conceptualise this new type of plan. The visual design brought that interaction to life, and we found that both staff and customers understood how to use it instantly.
Development: We needed to render the design on all platforms: web, mobile, tablet, the large in-store touchscreen and the call centre browsers. We also needed get the technologies to talk to one another within the secure Vodafone environment. We used HTML5 with an Android wrapper, so all the platforms are supported from a single code base and price changes are reflected dynamically - making it easy to maintain and deploy.
The app was deployed to 200 tablets in 37 stores throughout Ireland, to Vodafone's call centre and to accredited agents countrywide. It has helped Vodafone increase conversions and sales. The app is so intuitive that customers are walking up to the touchscreens to create their own plans.
Vodafone is Ireland's leading mobile communications operator with 2.35 million customers. They are part of Vodafone Group, the world's leading international mobile communications group (they have over 340 million customers).
What we did
- Ethnographic research
- Interaction and visual design
- Multi-platform development