Vodafone Ready Business Index
B2B
My role
Lead UX Designer
Overview
Vodafone brought the team and I onboard to design a questionnaire tool for enterprise customers. The primary goal was to generate sales leads through this 'Ready Business' tool for Vodafone, whilst establishing them as thought leaders within the enterprise space.
UX research responsibilities
Competitor analysis
Persona analysis
UX design responsibilities
Ideation
Sketching
Wireframing (Axure)​
Detailed UX specifications
UI collaboration
Business requirements management
Stakeholder communication
Responsive design
Research & Planning
The team and I began the project with research and planning. Vodafone provided us with their existing research assets that we consumed and understood. Other Ready Business Index tools existed in other global Vodafone markets that we could take guidance and inspiration from.
The Users
5 Interviews were conducted by BAE Systems to cover the various enterprise segments that Vodafone wanted to target, these segments were: Small business, Public sector, SME’s and Corporate/Large businesses. 6 personas were created as a result of this research. I used these personas to inform the design and create some user journeys.
User Journeys & Experience Maps
I was tasked with creating some user journeys to accompany the personas. I decided to add more depth to the journeys by mapping the user’s emotions as they stepped through a typical journey.
Competitor Analysis
The next step in our process was to do some competitor analysis and see if there was any examples of best practice existing on the web. We gained inspiration and food for thought from some of the examples we found.
Mobile First Wireframing
The Ready Business Index needed to be responsive, so I took a mobile-first approach. Designing mobile first was an effective way to focus my design to be as concise as possible when delivering key content to the user, due to the limitations presented on a mobile device. Ultimately, I think I found the right balance and content prioritization.
Desktop & Tablet Wireframes
One of the key deliverables for the Ready Business Index was to give enterprise users a ‘readiness’ score. This score was determined by collating various percentage scores from different categories of questions that the user had just answered. These designs show the information and content provided in each category on desktop and tablet.
Conclusion
I lead the UX design and I strived to deliver a truly engaging tool for enterprise customers, exploring gamification and interaction psychology, to genuinely entice users into participating in the questionnaire whilst achieving Vodafone’s business goals.​
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Ultimately the team received a client satisfaction score of 91%, demonstrating the successful conclusion to the project and the harmonious relationship we built with the client.​
Project outcomes
Live in Italy
More markets going live in 2016/17
91% client satisfaction score
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