Early designs - Dashboard, Shop, Rewards, Hub
Purchase experience
Rate & Review old journey
Helping to shape the future of My Vodafone App
Introduction
Brief Description:
Vodafone is a leading telecommunications company in Europe and Africa. The app is currently used by approx 45 million users per week, globally. Vodafone is reimagining My Vodafone App, by including new offers, services and experiences to increase engagement.
Role: I served as a UX designer on this project, as part of the design team, a specific Squad dedicated to the evolution of the app. I was working with 3 more UX designers, and 3 UI designers together with the User Research in-house team.
We started taking an early conceptual look at what the 3 core pillars of Rewards, Marketplace, and Home Hub would mean to customers using the My Vodafone App.
I will explain the 2 sprint tasks working around Sitemap and Navigation
Team: Working together with:
- Product Owner
- Business Analyst
- User Research (in-house team) & External agency
- Marketing teams
- Development team
Brief Description:
Vodafone is a leading telecommunications company in Europe and Africa. The app is currently used by approx 45 million users per week, globally. Vodafone is reimagining My Vodafone App, by including new offers, services and experiences to increase engagement.
Role: I served as a UX designer on this project, as part of the design team, a specific Squad dedicated to the evolution of the app. I was working with 3 more UX designers, and 3 UI designers together with the User Research in-house team.
We started taking an early conceptual look at what the 3 core pillars of Rewards, Marketplace, and Home Hub would mean to customers using the My Vodafone App.
I will explain the 2 sprint tasks working around Sitemap and Navigation
Team: Working together with:
- Product Owner
- Business Analyst
- User Research (in-house team) & External agency
- Marketing teams
- Development team
Project Overview
Project Statement
As part of the new design, we needed to work on the new Information Architecture to ensure an effective navigation hierarchy. MVA 12 will become more than a utility, it will be a doorway into a Vodafone ecosystem that puts more control in the hands of our customers.
To increase interaction in MVA 12, we were to no longer rely purely on a telco offering. The administration and utility were to become almost secondary to the experience, which is built on 3 core pillars, Rewards, Marketplace and Home Hub.
The challenge was to bring a site map proposal and navigation, working also around categorization and labeling choices will make sense to your users.
Goals:
- To explore user’s natural entry points to find certain products and services within the site map.
- To explore if current journeys conducted in MVA10 still work in the new MVA12 site map structure
- To evaluate if the current terminology used in the MVA12 site map around products and services is understood by users and consider how it could be improved.
Target Audience: Aiming to provide great experience to 3 different types of personas, with different ages and features.
Project Statement
As part of the new design, we needed to work on the new Information Architecture to ensure an effective navigation hierarchy. MVA 12 will become more than a utility, it will be a doorway into a Vodafone ecosystem that puts more control in the hands of our customers.
To increase interaction in MVA 12, we were to no longer rely purely on a telco offering. The administration and utility were to become almost secondary to the experience, which is built on 3 core pillars, Rewards, Marketplace and Home Hub.
The challenge was to bring a site map proposal and navigation, working also around categorization and labeling choices will make sense to your users.
Goals:
- To explore user’s natural entry points to find certain products and services within the site map.
- To explore if current journeys conducted in MVA10 still work in the new MVA12 site map structure
- To evaluate if the current terminology used in the MVA12 site map around products and services is understood by users and consider how it could be improved.
Target Audience: Aiming to provide great experience to 3 different types of personas, with different ages and features.
Research
User Research: We conducted surveys and interviews with 300 potential users to understand their preferences and pain points.
Exploring the information architecture in detail of new sections like Marketplace and Services hub. Talking with different stakeholders, deciding categorization and terminology. Helping to think through the journeys and tasks, collaborating with the User Research team from VF. Testing in 6 different countries, a sample of more than 300 participants.
Key questions/hypotheses
- Can users find key elements like Usage, Plans, Billing and Top Up?
- Where do users naturally look and expect to find products and services?
- How do users expect the marketplace to be organized in terms of the discovery of Vodafone and 3rd party products?
- Would users be able to navigate to key products?
User Research was outsourced to an external company, working very closely with the Design team. The report showed that Task success rates were fairly consistent across markets, however some trends were identified.
Key finding
- Top-level navigation is performing well
- Low task success in some areas.
- Improvements in lower-level navigation needed
- General consistency in rating across markets
We had a research report covering deeply each task, mentioning the suggestions to resolve issues.
In the following sprint, there was a task to analyze deeply the report (Journeys, screens, pain points, potential solutions) to turn them into action points.
User Research: We conducted surveys and interviews with 300 potential users to understand their preferences and pain points.
Exploring the information architecture in detail of new sections like Marketplace and Services hub. Talking with different stakeholders, deciding categorization and terminology. Helping to think through the journeys and tasks, collaborating with the User Research team from VF. Testing in 6 different countries, a sample of more than 300 participants.
Key questions/hypotheses
- Can users find key elements like Usage, Plans, Billing and Top Up?
- Where do users naturally look and expect to find products and services?
- How do users expect the marketplace to be organized in terms of the discovery of Vodafone and 3rd party products?
- Would users be able to navigate to key products?
User Research was outsourced to an external company, working very closely with the Design team. The report showed that Task success rates were fairly consistent across markets, however some trends were identified.
Key finding
- Top-level navigation is performing well
- Low task success in some areas.
- Improvements in lower-level navigation needed
- General consistency in rating across markets
We had a research report covering deeply each task, mentioning the suggestions to resolve issues.
In the following sprint, there was a task to analyze deeply the report (Journeys, screens, pain points, potential solutions) to turn them into action points.
We brainstormed different variations of sitemaps, looking at the terminology, categorization, and location. New sections like ‘Marketplace’, ‘Service Hub’
As discussed among designers and other stakeholders, this was the Sitemap that was used for the Tree Testing.
As discussed among designers and other stakeholders, this was the Sitemap that was used for the Tree Testing.
Conclusion
We had a research report covering deeply each task, mentioning the suggestions to resolve issues.
In the following sprint, there was a task to analyze deeply the report (Journeys, screens, pain points, potential solutions) to turn them into action points.
We had a research report covering deeply each task, mentioning the suggestions to resolve issues.
In the following sprint, there was a task to analyze deeply the report (Journeys, screens, pain points, potential solutions) to turn them into action points.