My Vodafone commercial capabilities have performed so well. 35% of our devices are now sold by our App with no human intervention. We have a big opportunity. 10 million visits per month enter our App looking to improve their products and services. We have included other non-telco related products in our catalogue and seems people trust us when they need, for example, an air frier or an AirPods.
We asked ourselves how can we increase the value of our clients by creating a new line of revenues and reducing our churn by one more product strategy. We have applied a design thinking process to be able to deliver something within a one-year deadline.
TimeLine
Sep 2021- Sept 2022
Team
Design Team
IT Development
New Business department
Tools
Disciplines
Seizing Market Opportunities in a Competitive Landscape
Building the Vodafone Energy Desing Team in two weeks
Within just two weeks, I formed a multidisciplinary team specializing in user experience (UX), user interface (UI), and front-end development. The team included senior designers and developers with expertise in technologies like React and native app development.
Conceptualizing the integration:
I presented an innovative integration concept to Vodafone’s leadership, demonstrating how the energy tariff could be incorporated seamlessly into the Mi Vodafone app. The core focus was ensuring a unified customer experience, where users could manage all their services—both telecom and energy—without any visible difference between the platforms.
Designing key screens:
Using Vodafone’s design system, we created the core screens for the energy service, ensuring visual and functional consistency. These screens included bill management, energy savings calculations, consumption comparison between energy and telecom, and a one-click contract process.
MVP Launch an continuous improvement
We worked closely with development teams based in Egypt to define a minimum viable product (MVP) that could be launched within 12 months. This MVP included critical functionalities like energy consumption monitoring, bill management, and an alert system to optimize energy savings.
After the launch, we focused on continuously enhancing the user experience, particularly within the savings calculation and billing sections. We also introduced a data-sharing system that allowed customers to sign up for the energy service with a single click, streamlining the conversion process
Successful launch
The new business line was launched in under 12 months, a record time for an entirely new industry at Vodafone.
Increased engagement
The integration of the energy tariff into the Mi Vodafone app led to a 2% increase in monthly logins, showing that customers appreciated managing all their services from a single platform.
Market share growth
Within six months, Vodafone Energy captured 2% of their telecom customers, surpassing initial expectations.
Optimized user flows
We designed user flows that facilitated simultaneous development of React and native technologies, resulting in a frictionless customer experience and eliminating technological barriers.
One-click sign-up
The data-sharing feature reduced the time to convert customers by 40%, with 70% of new subscriptions completed without manual intervention.