Redefining Vodafone’s end-to-end retail digital journey
Approach
With an ever-changing digital landscape, Vodafone retail stores must evolve to stay relevant by finding new and innovative ways to serve and engage customers.
To ensure that all key aspects of Vodafone’s retail experience were improved, the team followed a service design approach to frame the future of retail and get a deeper understanding of better ways to respond to customer expectations. This required working in a holistic manner and across silos, including countries and different business functions, to succeed.
Key activities
Through co-design workshops we leveraged the expertise of key Vodafone teams to work on empathy maps and customer journeys. Together, we ideated new ways to excite their customers and prototyped them using paper mock ups of their retail space.
Our design team refined and illustrated the key moments of the envisioned retail experience and created design artefacts to get reactions from Vodafone customers. User panels provided valuable insights to drive the project forward and ensure that user needs, wants and motivations are taken into account.
Results
Defined digital user journeys underpinned by measurable KPI's with a plan to begin implementation starting in Q2 2018.
New digital customer journeys presented to Vodafone’s management team for validation and deployment of new retail store concepts in key countries.
Identification of spatial and technical requirements to inform the design of the new retail shops.
The video bellow showcases the overall process that the team followed: co-creation workshops, iteration of Digital Journeys and Personas with the Group Retail Team, development of Testing Guideline and creation of Design artefacts to get reactions from customers through panels.
Client: Vodafone
Role : Senior Service Designer, Hiveworks
Responsibilities : Planed and facilitated workshops, developed strategy and design
Duration : ±4 months, 2018
Team: SD director, 2 Senior SD, Visual Designer