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Product Portfolio  >  MyVodafone - Consumer Mobile App

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MyVodafone app was a key channel to implement the CARE programme for Vodafone (a telecom company).

The CARE framework forms the pillars of our brand triangle and comprises of Connectivity, Always in Control, Reward Loyalty and Easy Access. The pillars are there to help us deliver on our brand promise and to underpin our designs and experiences for our customers.

Product Role:  DesignOps, Design System,  Interaction Lead

Members Involved:  Phillip Julian (Vodafone Group Head),  Kevin Yuen (Business Development), Hans Raj Verma (Visual Designer) and Others [from Paddington, Pune and Germany team]

Please NOTE: The purpose of this is purely to showcase portfolio.  And by looking further down, you agree to Non-Disclosure agreement stated at the footer

Context for redesigning MyVodafone app



One app across all Vodafone markets Enhanced experience boosting NPS, penetration and adoption
Brand consistency and alignment (across markets and channels)

Drive customers to communicate with Vodafone through the app rather than via ...

Market Research and Personas

User personas are detailed examples of potential end users of a specific audience type. These personas have been created to bring the user groups to life so that we can understand the challenges they face, the goals they want to achieve and their behaviour and attitude on the whole. The personas are an important part of the design process.


Context of Use

Usage is central to the mobile app

The app has been designed with the lifecycle of the customer’s usage pattern in mind

The key scenario for an in-life user, is the checking of usage in order to control cost

This task can be done at any time of the day

In contrast, for web (in the WS2 programme), there is an emphasis o...

Product Goals and Metrics

To explore whether the My Vodafone App

could act as a first point of contact for users and provide them with effective self-service options that will reduce calls to the Customer service

To assess the ease of completion of an array of tasks performed on the My Vodafone App, and identify areas of hesitation ...


Execution Strategy for MyVodafone app


Stakeholders and Talent mappings

Product Managers

User Experience Professionals

Graphic Designers

Customer Value Management teams and

My Vodafone Programming teams of Vodafone

local markets.

Timelines and Sprints

The timeline for execution of the complete app was 1 year.

The timeline for global Front end style-guide was 6 months.

Based on the timeline and talent availability, the project had been divided into three sectors Paddington (looking for the user research, business and approval section + 1/3 of the product journeys), Frankfurt (looking after the motion design and branding + 1/3 of the product journeys), Pune (looking after the visual design and final dev share style-guide + + 1/3 of the product journeys.

10 sprints (each for a week) have been included for the front end product completion.



Style-guide for the Vodafone Markets (starting with UK, Germany and India) including all the development requirements - which then will be handed over to the Dev product managers, QA product managers and Brand managers

Front-end Product Strategy for MyVodafone app


Research Methodology

Data analysis cross-channel and in app

Current apps assessment (cross channel journeys/in app journeys, capabilities, IA, interaction, performances, KPI etc.)
Global bench marking (extensive research within and across industry)
Best ...

UX goals

The mobile app aims to engage customers and elevate their experience.

To explore whether the My Vodafone App

could act as a first point of contact for users and provide them with effective self-service options that will reduce calls to the Customer service

To understand whether the My Vodafone App effectively enables users to control their data usage and ...


Accessibility Design Guidance

Vodafone embraces and supports diversity. We should strive to make all Vodafone end-user apps and websites such that at least the key functions and helpdesk can be accessed in completeness
by means of assistive technologies. All Vodafone markets should also strive to meet the accessibility compliance regulations that are applicable in individual markets.

There are further design considerations should you be required to adapt the designs for local market conditions:

Avoid using colour as the sole way to

convey meaning

Moving elements may be ...

Experience Strategy

We have created this style guide so it can be referred to, during the designing of the My Vodafone App. Here we have summarised some key elements that have been considered for the core design elements:

The My Vodafone App aims to allow the user to perform key tasks with great ease. It also gives the user control over the account and helps avoid over spending.

insightful recommendations, add-ons and other offers that will enhance the user’s experience ...


Fit to Vodafone Brand System

Brand differentiation:

We leverage the four principles of our CARE framework to attain our purpose of connecting everybody to live a better today and build a better tomorrow. This in turn helps us deliver on our promise ‘Power to you’

Fit to Vodafone Design DNA System

Four different core aspects make up a design. The core aspects are Usability, Interaction, Atmosphere and Structure and are explained in detail through this infographic. These principles have dictated the decisions made in the Group Reference Design.

Usability - Content logic

Interaction - Transitions & movement

Atmosphere - Overall feel

Structure - Layout & composition of elements​


User Stories and Mapping through JIRA

The core user stories have been defined by the paddington team based on the research and the granular stories will be worked upon by rest of the teams which will become a guide to information architecture for interaction design.

The mapping through JIRA helps in project progress check through sprint board/ scrum board.

Interaction Strategy for MyVodafone app

Interaction Model Structure

The interaction model helps define the user’s experience as they journey through the app. It is designed to respond to the user’s need and guide their reactions. The structure of the app is simple and rather flat.

For instance, an overlay ...


Interaction Model (group guide and market facing)

An interaction model defines the user’s journey as they move through the app. The interaction model is demonstrated through arrows, indicating the user’s selections and the subsequent screens as the user explores

the app.


Bite-Snack-Meal Approach

Bite-Snack-Meal is used as a strategy to engage users. It involves delivering content to the users depending on their need.


Customer Value Management

Customer Value Management (CVM) is a strategic initiative to bring value to customers by way of online messaging, promotions, cross-selling and upselling propositions. CVM outlines how and when such messages can be pushed to the customer through ...

Design and Style-guide

Information Architecture

The high-level information architecture of the app serves as a guideline for both designers and developers to design with consistency in mind and understand the limitations.

It also helps the team leads to assign a particular user journey to the respective teams.


User Flows and Mental Models

User flows are derived from User stories while using personas as a standing point for the particular functionality.  The driving factor for the journey maps are the mental model of the personas (applying the role play method).

Wireframes with Interaction flows

The first draft wireframes for each and every screens have been created based on researcher studies and on industry practice.  Later it has been cross checked with stakeholders before User testing (by researchers through 'role play' methodology). Iteration and testing cycle follows.


Coverage Matrix for Visual Design

Once few of the user stories got green signal both from business stakeholders and researchers, a coverage matrix have been generated to check the number of screens required (and to avoid wastage).

Visual Design

The screens derived based on coverage matrix have been prioritised based on the critical journeys and have been put on sprint map.  The visual designs have been assigned to particular team members accordingly.


Prototypes, User Testing and Iterations

A workable prototype have been derived using sketch software to get an approval for coding from the business stakeholders.

Then minor coding for critical user journeys have been created to test with recruited users (mapping with personas).  Went with two level of iterations before agreeing to create a style-guide for market implementation.

Style-guide for global share (and dev implementation)

A Style-guide sets out the Group guidance for the My Vodafone App, in order to enable Local Markets to establish a common experience for all Vodafone markets across the globe.

Executive intent

This style guide describes the user experience of My Vodafone App and defines the:

Design model that drives and shapes the

user experience

Design elements that outline the visual design

that will assist the design communities to

re-create the same app for their local markets

Template details that clearly define when and

how to use these, and how they should be presented; Voice of Vodafone
and the tone of content

Key audience

This style guide is highly recommended for

Product Managers

User Experience Professionals

Graphic Designers

Customer Value Management teams and

My Vodafone Programming teams of Vodafone

local markets.


Conclusion and Conversion Rate

Overall app:

The Conversion rate for UK was 32% on average (comparing 1 year pre-launch and post-launch data)

The Conversion rate for Kenya was 94% on average (comparing 1 year pre-launch and post-launch data)

Using Usage and Recharge:

The Conversion rate for UK was 42% on average (comparing 1 year pre-launch and post-launch data)

The Conversion rate for Kenya was 40% on average (comparing 1 year pre-launch and post-launch data)

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