Customer Experience 360°

Today, Vodafone customers in Italy know that Vodafone is always there when they want them to be. They're on the way to work with a special app with tons of benefits around the city. They have an online kiosk and instant support on several platforms. This wasn’t always the case. There was a time, before Customer Experience 360°, when even the most basic services, like purchasing more data (topping-up), were only available at stores.

The Problem

Vodafone.it, Italy’s 2nd largest telecom provider, was losing grasp of the market. Customers were complaining about having to wait in long lines at the Vodafone store just to get basic services.

Simple tasks, such as purchasing prepaid phone credit, accessing basic information, viewing the current billing cycle, upgrading a plan or even contacting customer support were only available at stores and by phone.

Vodafone.it turned to Amdocs, where I was working, and engaged in a long term software agreement in which Amdocs would provide a set of applications which will work together in harmony thus producing a seamless digital customer experience.

My Role

This massive project was split into two main design streams:

PHASE #1 // CONCEPTUAL DESIGN

The conceptual design phase was conducted by strategic design agency Frog, Milano. This phase was conducted in a proper Design Thinking structure and consisted of intensive market research, competitive analysis, user research, interviews and workshops.

PHASE 2 // DESIGNING FOR DEVELOPMENT

Once the conceptual design process was finished, the task of breaking down the design into atomic components and building more flows and interactions was conducted by XDC, Amdocs in-house UX studio, where I was working.

I lead the design collaboration and hand off between Frog and XDC. On behalf of XDC, I worked shoulder to shoulder with frog for 10 months in order to empathise, define, ideate, prototype and iterate on the Vodafone.it concept.

Towards the end of the conceptual design process, I started bringing it back home to a team of UX and UI designers. I had the privilege to bring the concept to life along with a team of designers, which I lead, and developers and product managers.

Research



Personas	Family Customers
Young Customers	Mass Customers
Archetype Segmentation	Customer Journey Workshops
Customer Journey Overview	Customer Journey Overview

Designing The Concept

The concept design was conducted in Milan at the Frog offices. Most of the decisions were made based on research, data and workshop insights we gathered. Working in design sprints kept the entire team focused around solving one particular case each time.

The team consisted of 3 UX researchers, 4 UX designers (each working on a different product) and 2 UI designers. In addition to influencing and keeping in sync with all the design decisions across the different channels, I was working hands-on on the Retail agent solution- The Dealer App

Use Case:

A customer walks into a Vodafone store to purchase a bundle of services including Internet, TV, Mobile and a land line.

Agent Homescreen	Items List	Step 1of Purchase Bundle Flow
Step 2 of Purchase Bundle Flow	Step 3 of Purchase Bundle Flow	Step 4 of Purchase Bundle Flow

Designing for Dev.

After the Conceptual Design phase was over, We scaled down the designs, screen by screen, flow by flow and see how they fit with Amdocs’ technological capabilities. I recreated the static designs in sunny and rainy day scenarios and took into consideration all states and scenarios and tested their feasibility and responsiveness.

I soon realised I needed to make several aesthetic compromises to the concept design due to technical limitations. I identified several easy wins and got them fixed to make several of our page templates look better. For instance, I updated the default typography in all core Amdocs products to be more hierarchical & readable.

What I Learned

I learned a lot about large-scale collaboration on this project. Many different people, nationalities and professions from different angles of the business were involved in the making of the product. It was our joined effort that made it all possible. One of the most important take-aways from this project is to try to use the same tools and means of communication as your stakeholders. This way, every touchpoint between you is smoother and more pleasant.

More projects I was involved in: