”Design isn't just how a product looks; it’s how an enterprise performs. Over 7 years at Vodafone, I led the UX transformation of the internal ecosystem that handles millions of customer interactions daily. By redesigning our legacy Assisted Channel CRM, creating an intuitive internal complaints portal, and introducing predictive AI upgrades, we didn't just fix a tool—we fundamentally shifted the company’s bottom-line performance, customer satisfaction, and regulatory standings.
The Core Problem (The Challenge)
Vodafone’s frontline customer service agents and digital touchpoints were bogged down by rigid legacy systems. This friction caused high handle times, agent cognitive fatigue, missed contract upgrade opportunities, and critical customer issues slipping through the cracks. This legacy complexity directly resulted in poor initial customer satisfaction (NPS) and elevated regulatory complaints.
Over seven years at Vodafone, I led the UX transformation of the internal ecosystem that handles millions of customer interactions daily.
Between 2019 and 2026, Vodafone grew from a minor broadband player—absent from top‑10 rankings—to one of the UK’s largest gigabit‑capable providers, despite continuing challenges in complaint volumes.
Pillar 1: The Assisted Channel CRM (System Architecture)
- The UX Work: Conducted massive internal user research sessions with call centre and retail agents. Redesigned multi-screen, confusing customer profile layouts into a unified dashboard view.
- Product Ownership Impact: Drastically cut down agent training times and average call handling time (AHT). Agents could find billing errors and account histories instantly, preventing customer irritation before it escalated.
Pillar 2: The Unified Complaints Portal (Friction Reduction)
- The UX Work: Built a preliminary design thinking framework to map the exact trigger points of an unhappy user and impacts to the customers. This preliminary work ensured consistent alignment with engineering and business stakeholders, reducing spillovers in sprint.
- Business Impact: Streamlined resolution pathways that directly dropped customer escalation rates, safely landing Vodafone into the top 3 lowest-complained-about mobile providers according to official Ofcom data.
Pillar 3: The Predictive AI Upgrades Platform (Growth Engine)
- The UX Work: Designed the complex user flows for an internal AI recommendation engine. The system proactively suggested tailored, bespoke contract upgrades and data packages to agents while they were actively speaking to customers.
- Financial Impact: Transformed the customer care environment from a cost centre into a proactive revenue driver, directly accelerating conversion rates and pushing Vodafone to competitive market growth and peak EBITDA margins.
