Revitalizing the Vodafone
App Dashboard
With changing times, it was time for the brand to adapt and give its customers the best possible user experience. The redesign worked on making the App contextual, personalized and engaging
Role
UX Designer
Team
Visual Design Manager: Rayomand Pavri
UX Design Manager: Atit Talreja
Design: Isha Sinh
PM: Swastik Shetty
FE & BE: + 25+ Developers
CHALLENGES
OUTCOMES & IMPACT
~INR 5Mn/month incremental increase in revenue
5 points increase of the NPS
~20% increase in visits to other VIL digital properties
Highest Playstore rating till date
RECOGNITION
Awarded Digital Champ
Award received from Kavita Nair, Chief Digital Transformation officer of Vodafone Idea Pvt. Ltd for Q-JFM’19
Adapting to Digital Consumerism
The Vodafone app redesign addressed key issues: a lack of user-centricity, outdated design, and a declining NPS. The previous version's non-intuitive interface and legacy style diminished user satisfaction and loyalty.
Losing Market Share to Competitors
he redesign was essential to counter JIO’s disruptive strategy of lower prices and broader service offerings, which had reshaped the telecom market and attracted a large customer base.
Combating Loss of Revenue
The Vodafone app redesign became necessary due to declining revenues and shifting digital consumption trends. The rise of payment wallets and alternative financial services underscored the need for a more integrated, modern app experience.
An App that is
Contextual. Personalized. Engaging.
A modular approach has been taken to make the dashboard contextual & dynamic.
Each component has been treated as a card that would appear contextually to give the users a personalized experience.
UNDERSTANDING THE DESIGN CHALLENGE
Workshop with Stakeholders
The objective of the workshop was to collectively define the digital approach. What does the new digital VIL stand for, who are the target customers, how do we cater to their needs and where do we stand as compared to the competition. The workshop was held as part of the discovery phase for the new VIL brand and the participants were stakeholders from product, design and development
Defining the Value Proposition
How can we make VIL Digital the platform to easily manage your current products and services whilst also discovering further opportunities for greater/safer/better connected living
Exploring New Features through a Generative Workshop
Based on customer needs, we brainstormed and generated ideas to solve their problems
Mapping the User Personas
The vectors for mapping personas were Age, profession, tech literacy, travel frequency, care need dependent, income levels and more.
Filtering & Prioritizing Concepts
Out of all the concepts generated, each team selected their top 10 and all the participants voted for their preferred ideas based on 4 parameters Novelty of the Idea, Impact on Customer & Business, Go to market speed, Enhancing user experience and engagement
Identifying Emotional Needs
To fully realize the potential, users’ emotional needs must be addressed.
Valued and respected
Responsible
Supported
Recognized
Empowered
Secure and Trusted
Mapping the Gaps & Getting a Birds Eye view
Heuristics Analysis & Benchmarking
DEFINING KEY OPPORTUNITY AREA
How might we increase revenue through sales, customer satisfaction and customer loyalty?
Affinity Mapping
Updates
Usage card
My Numbers Update
Contextual recharge
Need Most often
Account Setting
History
Other Service
Things of Interest
Vodafone Play
Vodafone Tuesday Offer
Offers & Campaigns
Sense of assurance
Service & Payment Alerts
Setting up the MVP
Lo-fi wireframes
Setting up the Information Architecture
Image source: Vodafone Group
UI Direction
Redefined MVA should be light and simple to use – relevant content must be surfaced clearly and encourage further exploration.
MVA10 will use the primary Vodafone color palette and grey scale.
Photography and images will be used to create an experience that is personal and wholly consistent with the Vodafone brand.
Moments of magic will be created with purposeful, delightful animations and motion design.
Iterations. Iterations. Iterations
Building Scenarios
Handling Localization
Considering the Indian Audience, it was discussed that the App would have multilingual support. The pilot was with Hindi since it is one of the most spoken language in India
Guerrila User Testing
Conducted by: Isha Sinh & Kevin Doshi
Key Learnings from Testing
The navigation button, cards ad links need to look more clickable
News, Movies & TV needs to communicate what they offer. They are also a big hook for a good bunch of users.
Offers & Cashback are must go to as users get attracted to rewards and giveaways
There is a strong mental model of how to do a transaction digitally.
This seems to be the same across wallet and telco app. We should try and incorporate that while redefining journeys.
Users like information that is logically grouped, easy to read and scan.
Pop-Up’s are welcomed by the user only when they give some benefit to the user. Ads are a big turn-of.
There needs to be context provided for the user when introducing a new feature.
Microcopy places a key role in setting expectations of users
What I learned
This project’s large scope required close coordination between Product Managers, Tech Vendors, Business Analysts, and Vodafone's internal team. Aligning such diverse groups was a major challenge.
Balancing user experience with business needs and outdated technology infrastructure was particularly difficult. The key design challenge was integrating these conflicting aspects effectively.
With more time and resources, I would have preferred a more formal research process, including reaching out to diverse markets, conducting card-sorting exercises, and cognitive task analysis.