Designing clearer, more accessible digital journeys for a leading telco.
Vodafone is one of the UK’s leading telecom providers, serving millions of customers across mobile, broadband, and TV. Highly regulated, every customer journey must balance usability, clarity, and compliance.
I led UX work on Tier 0 initiatives that improved accessibility for vulnerable customers and increased transparency around mid-contract price changes. This involved collaborating across product, engineering, legal, and compliance teams, and presenting solutions through multiple senior governance reviews.
UX Strategy in regulated environments / Accessibility & Inclusive Design / Complex Stakeholder Management & Influence / Workshop Facilitation & Cross-Functional Collaboration / Design lead / Design system advocacy and governance / Design Iteration / Figma / Azure DevOps
Overview.
Vodafone needed to improve how vulnerable customers could access support and how customers understood potential price changes mid-contract.
Existing journeys were either inconsistent or overly complex:
Vulnerable customers had no clear way to disclose or access additional support, and accessibility could be improved.
Pricing transparency during the purchase journey was limited, making it difficult for customers to understand how mid-contract price changes might affect them.
I led the UX strategy, designing solutions that met regulatory requirements while keeping the experience simple and user-friendly. As part of this work, I created and tested a series of wireframes to explore how support for vulnerable customers and clearer pricing messaging could be integrated into the checkout journey.
The wireframes shown here illustrate some of the early concepts that were tested and iterated on before the features were implemented as an MVP within the digital checkout journey, allowing refinement before a broader rollout.
Navigating complexity.
These projects required balancing customer empathy, usability, and strict regulatory compliance:
Supporting vulnerable customers without stigma: Designing optional, respectful ways for customers to disclose vulnerabilities.
Simplifying pricing transparency: Translating complex regulatory guidance into clear, understandable messaging during checkout.
Maintaining a frictionless journey: Introducing transparency and support without disrupting the purchase flow.
Aligning multiple stakeholder groups: Collaborating with legal, compliance, product, commercial, and senior leadership teams to gain approval.
Aligning teams around the user.
Large regulated programmes rarely succeed through design alone. Much of the work involved acting as a bridge between stakeholder groups, balancing regulatory requirements, business priorities, and customer needs.
I facilitated workshops, walkthroughs, and collaborative reviews to ensure each team understood the design intent, building confidence in the solutions and enabling approvals through governance.
Outcome.
Clearer, more accessible customer journeys that meet regulatory requirements without adding friction.
Met regulatory and legal requirements while maintaining a simple, user-friendly journey
Successfully navigated Tier 0 governance reviews across multiple senior stakeholders
Improved accessibility and support for vulnerable customers.
Increased transparency around mid-contract pricing changes
“It goes without saying that you are exceptional at what you do. An added bonus is your remarkable ability to achieve consensus among all stakeholders, including legal, regulatory, and compliance teams, with minimal discussion.
You consistently prioritise the customer in all your efforts and are a strong advocate for their needs. It is genuinely a pleasure working with you.”