Buying RED Plans
Designed a self-service purchase journey that transformed Vodafone's flagship mobile plan from an assisted in-store experience into an intuitive digital flow. The solution balanced complex business requirements with a simple, user-centered experience while aligning with Vodafone's evolving Design System.
Client:
Vodafone
Role:
UX Designer
Year:
2024
The Challenge
Purchasing a mobile plan had traditionally relied on in-store assistance, where sales representatives guided customers through every step of the journey. The challenge was to translate this guided experience into a seamless digital flow that customers could complete independently—without sacrificing clarity, trust, or essential business requirements.
Process
I collaborated closely with product, business, and development teams to understand the existing retail journey and identify the core interactions that needed to be preserved. By mapping the customer journey, simplifying decision points, and iterating on user flows, we transformed a complex service into a streamlined digital experience while ensuring consistency with Vodafone's latest Design System.
Solution
The final experience guides users through a clear, step-by-step purchase journey that minimizes cognitive load and removes unnecessary friction. Complex business logic is presented in an intuitive way, enabling customers to confidently select, customize, and purchase a mobile plan without relying on in-store support. The interface leverages reusable Design System components to ensure consistency, scalability, and accessibility across the experience.
Key takeaways
Translating a physical service into a digital experience requires rethinking the journey, not simply recreating it.
Self-service succeeds when complex business processes are broken down into simple, guided interactions.
Close collaboration across design, business, and engineering is essential to balance user needs with operational requirements.
A strong Design System enables faster delivery while maintaining a consistent user experience.