Vodafone
Consumer Ecommerce Redesign
Executive Summary
Led strategic planning for Vodafone UK’s ecommerce redesign, translating customer needs and commercial priorities into experience and platform requirements for greater transactional scale, dynamic bundles and personalisation.
The Challenge
Vodafone UK needed to modernise its ecommerce platform to support growing transactional demand, more flexible offers and personalised customer journeys.
The redesign required a shared view of customer experience and platform requirements, connecting greater capacity with dynamic bundles and a clearer shopping and checkout experience.
Scalability Constraints
The future platform needed capacity to support significantly greater transactional demand, with scalability requirements informing redesign and integration planning.
Limited Bundles & Dynamic Offers
Customisable bundles, dynamic offers and personalisation required more flexible platform capabilities and clear customer-experience requirements.
User Experience
Shopping and checkout friction needed to be addressed through clearer journeys, helping customers understand offers and complete purchases.
Engagement
Led strategic planning and project management for Vodafone UK’s ecommerce redesign, connecting experience-design requirements with system-integration planning.
Lessons from Vodafone Netherlands informed the UK approach, including collaborative workshops, Agile ways of working and alignment between customer journeys, platform capabilities and phased delivery.
Responsibilities & Impact
The work defined the scope, experience requirements and phased plans for the future platform, alongside interim improvements to the existing checkout journey.
Scalable Ecommerce
Defined requirements for up to tenfold transactional growth, establishing the future platform’s capacity target for growth and high-demand campaigns.
Customer-Centric Offerings
Shaped customer-experience and platform requirements for dynamic bundles and personalisation, connecting commercial priorities with the proposed shopping experience.
Interim Optimisation
Worked on the existing platform’s checkout process to address customer-journey friction during the transition to the planned redesign.
Scope Definition & Planning
Produced scope-of-work documents and phased project plans, connecting resource requirements, dependencies and delivery milestones.
Agile Adoption
Used collaborative workshops and lessons from Vodafone Netherlands to inform iterative planning and Agile ways of working across delivery teams.
Cross-Functional Leadership
Directed a seven-person multidisciplinary team across strategy, analytics, user experience and design, aligning requirements and planning outputs.
Enablers
Skills
- Customer-Centric Innovation
- A/B Testing
- Customer Journey Mapping
- Feedback Loops
- Interaction Design (IxD)
- Persona Development
- Prototyping & Wireframing
- Usability Testing
- User Research
- Finance
- Budget Planning & Management
- Cost Optimisation
- Operating Models & Value Orchestration
- Agile Methodologies
- Business Process Mapping & Optimisation
- Resource & Capacity Planning
- Risk Management
- Platform & Product Strategy
- Competitive & Market Analysis
- Data-Driven Decision Making
- Executive/Board Stakeholder Management
- Feature & Enabler Trees
- OKR & KPI Definition
- Portfolio Management
- Product Lifecycle Management
- Strategic Roadmaps
- Product Development & Delivery
- Backlog Prioritisation
- Cross-Functional Team Leadership
- Feature Prioritisation
- Product & Agile Team Development
- Sprint Planning & Delivery
- User Stories & Acceptance Criteria
- Quality Assurance
- Quality Assurance (QA)
- Technology & Infrastructure
- Technical Architecture & System Design
Technologies
- Data & Analytics
- Google Analytics
- Design & User Experience
- Adobe Photoshop
- Axure
- Front-End Development
- CSS
- HTML
- JavaScript
- Project & Product Management
- Atlassian Confluence
- Atlassian Jira
- Strategy & Business Planning
- Microsoft Excel
- Microsoft PowerPoint
- Microsoft Word
Results & Outcome
Established the customer, experience and platform requirements for Vodafone UK’s ecommerce redesign, connecting greater transactional capacity with dynamic bundles and personalisation.
Defined scope, phased plans and multidisciplinary alignment gave the redesign a coordinated foundation for delivery. Interim checkout optimisation addressed the existing customer journey while the future platform was being planned.