We produced several sprints worth of assets, including galleries, investor visualisations and product galleries
One of the largest clients tenders I won and repeatedly retained as part of BAE systems digital transformation team was Vodafone.com. Despite being one of the best recognised global telecoms brands, Vodafone had challenges with its corporate site and ambitions for its market positioning. This was a huge and highly competitive tender to win and deliver on.
The success of the Vodafone.com project was measured using the following metrics
- Improving performance: the corporate site was receiving high traffic of which over 80% was bouncing
- Modifying brand positioning: Vodafone was seen as a mobile phone provider and not the enabling communications company they wished to be perceived as
- Improving our relationship: growing the Vodafone account for BAE Systems by bringing in additional projects
Even Christmas couldn’t distract the team from excellence
As Product Design lead my role included keeping focussed on the following key tasks
and a paragraph would help this feel less like a mass of bullets
- Deep understanding: we had a hunch why .com was underachieving but we had to validate our hypothesis through desk and user research before starting the ideation stage for the pitch
- Lateral thinking: we knew only competing on aesthetics and aesthetics alone wouldn’t be enough
- Consumer focus: helping Vodafone make decisions (beyond design) around their audiences, stepping back and placing their customers and partners centre stage
- Storytelling: helping Vodafone buy-in to the decisions by creating visual assets that brought them on the journey with us, sharing the knowledge we gained during the project of their users
- Collaboration: working amongst in-house teams and agencies covering Product, Research, UX, Design, Development and Analytics
And the end results were as follows
I produced the successful pitch concept work and storyboard illustrations where the focus was on storytelling, not build or aesthetic. We showed how telling their corporate stories in a more meaningful, human way using polls, social and inventive presentation would increase the retention on the site as well as repositioning the brand away from being a pure mobile provider.
They embarked on a strategy of humanised storytelling demonstrating the global impact of their state of the art technology. I then worked with Vodafone to develop a highly polished modular framework to help those stories be told, delivering design system documentation, detailed visual design and strategy
documentation.
Over 18 sprints of design work and working alongside a brilliant build agency, the artwork
translated well online. Vodafone were ready to capitalise on IoT, cloud and AI and tell their
human centred stories.This work also resulted in growing the account, winning more projects from Vodafone.com, .co.uk and MyVodafone app. Involved in all stages of the design process bringing products to life with good research, solid UX and great visuals, I delivered personas, journey maps, internal presentations, physical artwork, digital strategy, app communications strategy as well as UX and visual design.
