With changing times, it was about time for the brand to adapt and give the best possible user experience to its customers. The redesign works on making the App contextual, personalized and engaging
Role
Design Research, UX, Visual Strategy, Illustrations, UI, Quality Check
Duration & Type
8 weeks
Professional-Deloitte
Team
Rayomand Pavri (VD Mentor), Atit Talreja (UX Mentor), Isha Sinh, Client Stakeholders + 25+ Developers
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
Awarded Digital Champ by Kavita Nair, Chief Digital Transformation officer of Vodafone Idea Pvt. Ltd for Q-JFM’19
The Product Development Process
Setting the Context
Lack of user centricity
Legacy style digital properties
NPS reducing
JIO (competitor) had redefined the telecom market
Cheaper prices + More offerings
Losing revenues because payment wallets
Adapting with changing lifestyle and digital consumption needs.
How might we create a digital experience to make the Vodafone App stay relevant with the current times, customer’s needs & business requirements?
An App that is
Contextual. Personalized. Engaging.
A modular approach has been taken in order 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.
1. Understanding the Design Challenge
Questionnaire answers to support the workshop
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
Mapping the User Personas
The vectors for mapping personas were Age, profession, tech literacy, travel frequency, care need dependent, income levels and more.
Exploring New Features
Based on customer needs, we brainstormed and generated ideas to solve their problems
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
Personas
Functional Needs
Functional needs were identified that were based on customer expectations from Vodafone, and apps in general.
Emotional Needs
To fully realize the potential, users’ emotional needs must be addressed.
Valued and respected
Responsible
Supported
Recognised
Empowered
Secure and trusted
Mapping the Gaps & Getting a Birds Eye view
Heuristics Analysis & Benchmarking
The review is based on Accessibility, Usability, Navigation flow
Defining Key Opportunity Areas
How might we increase revenue through sales?
How might we increase customer satisfaction?
How might we increase customer loyalty?
2.Concept Definition
Affinity Mapping
Updates
Usage card
My Numbers Update
Contextual recharge
Things of Interest
Vodafone Play
Vodafone Tuesday Offer
Offers & Campaigns
Need Most often
Account Setting
History
Other Service
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 colour 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
3.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
4.User Testing
Conducted by: Isha Sinh & Kevin Doshi
Key Learnings from Testing
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
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.
Reflections:
What I learnt
The scale of this project was humongous. It needed co-ordination with multiple teams ranging from Product Managers, Tech Vendors, BAs and internal Vodafone team as well. Finding alignment in such a diverse team is challenging. This project was a real challenge when it came to finding the balance between the suggested user experience, business needs & challenges. Especially when you have to work with business tech infrastructure that can’t match with the current times. How can a designer create the best of both worlds.
What I would like to do next
Given time & resources, I would have loved to have a more formal research process. Reach out to people from different markets, have card sorting exercises, cognitive task analysis.