INFORMATION
Vodafone Phoenix, an internally developed application, seamlessly supports managing devices connected to your Wi-Fi network. It enhances home connectivity by integrating extender support, ensuring robust and reliable coverage throughout your space.
Vodafone Phoenix, an internally developed application, seamlessly supports managing devices connected to your Wi-Fi network. It enhances home connectivity by integrating extender support, ensuring robust and reliable coverage throughout your space.
MY ROLE
I joined Vodafone as a UI/UX mobile expert to lead the design efforts alongside a team of three designers. We took over the project from an agency that initially handled it, as Vodafone decided to transition the work in-house.
I joined Vodafone as a UI/UX mobile expert to lead the design efforts alongside a team of three designers. We took over the project from an agency that initially handled it, as Vodafone decided to transition the work in-house.
Leading Mobile UX Design and Innovation
◦ Created 60 custom illustrations, animations, and micro-interaction patterns to enhance engagement.
◦ Led ideation sessions to generate innovative, user-centered solutions.
◦ Built a cohesive mobile design system from the ground up, ensuring consistency and scalability.
◦ Designed detailed user journeys and high-fidelity prototypes to map out seamless experiences.
◦ Conducted UX testing sessions to gather feedback and iteratively improve designs.
◦ Oversaw a team of three designers, ensuring collaboration and quality delivery.
◦ Facilitated clear communication with developers to align designs with technical execution.
◦ Led ideation sessions to generate innovative, user-centered solutions.
◦ Built a cohesive mobile design system from the ground up, ensuring consistency and scalability.
◦ Designed detailed user journeys and high-fidelity prototypes to map out seamless experiences.
◦ Conducted UX testing sessions to gather feedback and iteratively improve designs.
◦ Oversaw a team of three designers, ensuring collaboration and quality delivery.
◦ Facilitated clear communication with developers to align designs with technical execution.
Streamlining Illustration Management for Multi-Device Support
One key challenge was supporting over 10 devices, each requiring unique illustrations. This created a significant demand for illustration creation, updates, and design oversight, which increased both time and cost. To address this, I developed a proposal for senior management, suggesting the use of generic illustrations for Wi-Fi devices and extenders. This approach streamlined illustration management, reducing complexity and resource demands.
One key challenge was supporting over 10 devices, each requiring unique illustrations. This created a significant demand for illustration creation, updates, and design oversight, which increased both time and cost. To address this, I developed a proposal for senior management, suggesting the use of generic illustrations for Wi-Fi devices and extenders. This approach streamlined illustration management, reducing complexity and resource demands.
North Star Metrics and ICE Scoring: Aligning Vision and Prioritization
This approach ensures that brainstorming sessions and idea generation stay focused on initiatives that directly contribute to the product's long-term success and align with its strategic goals.
–I decided to run an ideation session aligned with our North Star metrics after realizing we had been focused on bug fixes for an extended period without releasing any new features.
I used Ice Scoring, a prioritization framework to evaluate and rank ideas or projects based on three key criteria: Impact, Confidence, and Ease. Each criterion is scored on a scale (typically from 1 to 10), and the scores are then multiplied to generate a final score, helping teams decide which initiatives to prioritize.
Impact – How much impact will the idea have on the goal or outcome? This looks at how significantly the project will move the needle in terms of user experience, revenue, engagement, etc.
Confidence – How confident are you in your ability to successfully implement the idea? This assesses how much data, research, or experience supports the likelihood of success.
Ease – How easy is it to implement the idea? This considers factors like resources, time, complexity, and team capacity.
results: Enhancing User Access with Widgets in Vodafone App
The most exciting outcome of the session was enabling users to add the 'Share Password' feature as a widget on their phone dashboard, providing quicker and more convenient access.
For the second widget, we developed a shortcut set featuring the most frequently used features, guided by insights from analytics data.
As a result, we became the first Vodafone application to introduce the widget feature, earning positive feedback from many users on both the App Store and Google Play.
Key Contributions to the Phoenix Application UX
I contributed to 13 core features of the Phoenix application, each involving multiple sub-user journeys. Working closely with developers, I created over 100 logic diagrams to map out clear and actionable workflows. Together, we identified dead-ends, inefficiencies, and areas of poor UX, iterating on solutions to ensure a seamless and intuitive user experience.
We actively incorporated customer feedback and continuously refined both user journeys and logic diagrams to address pain points and deliver an exceptional user experience. Below is one of the key improvements I contributed to, along with how I collaborated with the team to achieve it.
→ Switching from fencing onboarding tutorials to tooltips
→ Switching from fencing onboarding tutorials to tooltips
Increase LOW APP STORE and GOOGLE play ratıng
Problem: When I joined Vodafone, the app had a low rating in the Ireland market, which remained stagnant after a year. However, we received no negative feedback about the user experience or interface, highlighting their strengths. The primary challenge lay in dealing with legacy devices that couldn't support the new features introduced in the app.
Problem: When I joined Vodafone, the app had a low rating in the Ireland market, which remained stagnant after a year. However, we received no negative feedback about the user experience or interface, highlighting their strengths. The primary challenge lay in dealing with legacy devices that couldn't support the new features introduced in the app.
Solution: I designed an In-App Rating Prompt to be triggered after users successfully completed satisfying tasks, such as setting up guest Wi-Fi, pairing an extender, or boosting/blocking a device.
Result: The In-App Rating Prompt approach proved highly effective, helping us significantly boost app ratings in a short period.
Collaborating with developers
I worked closely with developers to identify and resolve technical challenges while ensuring the UX vision was implemented effectively. Through regular communication, detailed design documentation, and prototypes, I conveyed design concepts clearly, aligning both teams to create a seamless user experience.
Here are a few examples of interactive animations that effectively convey the idea to developers with ease.
Revolutionizing Setup with AR: Solving Key User Pain Points
Problem: I collaborated with the Tableau team to analyze user behaviour and identify pain points in their interaction with our product. Our research revealed several critical touchpoints with significant drop-offs, one of the most prominent being during the cabling and service setup process.
Solution: I developed a prototype→ for an augmented reality application and presented it to the management team. This presentation stimulated discussions regarding the potential for investment in innovative solutions and the formation of a dedicated team focused on fostering innovation.
Some screens of the application
