VODAFONE: Where retail meets digital

Designing a multi-channel experience for Contract Renewal and Device Repair

Project with
Amsterdam, NL – 2016

In the last years we have seen a big shift to multi-channel experiences. To offer a service providers must align and close the gap between multiple channels. For a customer, experiencing a service implies moving from a website at home, to a store or an app at on their phone; it means having access to the offer in any context at any given point in time.

For Vodafone we had the challenge to align the customer’s retail and online experience for two service moments: Contract renewals and Device repairs. In both scenarios customers use online and physical channels to access the service and Vodafone has created different ways for customers to interact with their service: website, app, store areas, call centre, social media. However, customers do not select just one channel; for instance, they use online channels to get information, make decisions or even for purchasing a new device, but they are also inclined – or even required – to visit a store in order to finalise their purchase, sign a new contract or to deliver their device for repair.

Because each of the channels was designed independently from the other, the overall user experience was often interrupted, redundant or confusing. We therefore aimed to re-design the Renewal and Repair service journey in order to offer a coherent service experience where multiple channels were aligned and in order to bridge the gaps between digital and physical touch-points.

Details of the project are confidential, therefore this post showcases only the general process steps that were followed.


Observations and in-context interviews

We visited six Vodafone stores across the Netherlands in order to speak with customers and sales personnel regarding the renewal and repair experience. We interviewed people on a wide age range, users of several types of devices and with different service contracts.

Mapping the experience journey

Based on research findings we mapped the customer journey for both cases. In each journey, we identified barriers and opportunities to re-define the service experience. In a small workshop with the internal team, we highlighted the challenges in terms of service implementation as well as which areas within the company would be potentially impacted if a new experience was to be put in place – in order to include them in the process. Additionally, the research enabled us to pinpoint customer attitudes and behaviours towards Renewal and Repair experiences as well as identify competitors and their value to potential users.


Re-designing the service

Together with Vodafone, we defined Design Principles and strategic opportunities to guide the service re-design. A new customer journey was mapped together with the basic back-end activities that would be required to provide the service. Additionally, different service elements were designed in further detail in order to showcase the overall concept and how this could be implemented.

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