01) CHALLENGE
The previous My Vodafone app was a successful channel for managing mobile spend and bills. But Vodafone had expanded its services to Broadband and TV services and needed a new version that incorporated these expanded services.
02) REQUIREMENTS
Create an app that allows customers to manage a variety of new services, reduce calls to contact centres, and allow cross-selling of new services
03) APPROACH
The programme was run on the Design Council double diamond approach with Discovery workshops addressing customer needs to create a design vision.
Design was undertaken with a multidisciplined design team in a series of agile design sprints with regular senior stakeholder engagement.
The solution incorporated a central chat bot function called ‘TOBi’, that used artificial intelligence to provide a central help function.
04) OUTCOMES
The new app was described by customers as approachable, Innovative and Trustworthy. It achieved a 92 score in System Usability Scale.
It generated a 4x increase in promotional engagement. It also delivered a 330% increase in in-app bill payments and a 67% increase in device sales.
