Vodafone
Consumer Ecommerce Redesign
Executive Summary
Led strategic planning and project management for Vodafone’s new Ecommerce website redesign, establishing a foundation for enhanced user experience and optimisations conversions.
The Challenge
Vodafone UK faced increasing pressure to modernise its Ecommerce platform, which was originally developed by Brandpath, a company owned by Peter Jones. While effective in its early years, the platform struggled to scale with Vodafone’s growing transactional volume, dynamic bundling, and personalisation needs. Features which had become essential in attracting and retaining customers.
Scalability Constraints
The existing platform could not efficiently handle the increasing volume of orders, resulting in potential revenue loss and suboptimal user experiences.
Limited Bundles & Dynamic Offers
The platform did not support customisable bundles or dynamic offers, which were critical for driving customer engagement and competitive differentiation.
User Experience
The outdated system contributed to a suboptimal user experience, resulting in higher cart abandonment rates and lower conversion rates.
Engagement
As Senior Digital Project Manager at Dare, responsible for the experience design, I led the strategic planning and project management for Vodafone UK’s new Ecommerce website redesign in collaboration with Publicis Sapient responsible for system integration.
Building on the success of a similar initiative undertaken by Vodafone Netherlands in collaboration with Blast Radius, a digital marketing agency acquired by WPP, key learnings from their approach were integrated to guide the UK Ecommerce transformation. This ensured the adoption of proven methodologies, including Agile processes, and helped align the project with Vodafone’s broader strategic goals.
Responsibilities & Impact
A structured and phased strategy established the foundation for Vodafone UK’s enhanced Ecommerce capabilities, focusing on scalability, user experience, and alignment with industry best practices.
Scalable Ecommerce
Successfully defined requirements for a new Ecommerce platform that could support a 10x increase in transactional capabilities, enabling future growth and high-demand seasonal campaigns.
Customer-Centric Offerings
Introduced dynamic bundles and personalisation capabilities, enhancing customer engagement and improving Vodafone’s competitive positioning.
Interim Optimisation
Optimised the existing platform’s checkout process, reducing cart abandonment rates and driving incremental sales during the transition period.
Scope Definition & Planning
Delivered comprehensive Scope of Work documents and project plans, ensuring efficient resource allocation and phased milestone tracking.
Agile Adoption
Integrated Agile methodologies through workshops with Blast Radius, fostering iterative development and improving delivery efficiency.
Cross-Functional Leadership
Directed a cross-functional team of seven experts in strategy, analytics, user experience, and design, ensuring timely and high-quality 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
- Data & Artificial Intelligence
- Business Intelligence (BI)
- Data Analytics & Insights
- Data Modelling
- 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
This engagement marked a critical step in Vodafone UK’s digital evolution, equipping the organisation with a scalable and customer-focused Ecommerce platform.
By integrating regional best practices and delivering immediate optimisations, the project provided a robust foundation for long-term growth and competitiveness in the telecommunications market.