Design optimisation focused on results.

  • Challenge

    Vodafone's website was under-performing against key metrics, and suffered from a range of usability issues.

  • Solution

    User research helped to uncover the key issues, before a design system was implemented to boost performance.

  • Process

    I established a design system, then led projects to optimise the top navigation, homepage and much more.


Research showed that customers struggled with the Vodafone website due to inconsistent design patterns. I conducted workshops to help define the issues, and build consensus on how we should address the pain points.

Design system

I established a modular design system of optimised components that could be used across the website. This approach massively sped up the design and build process, whilst also ensuring consistent, user-focused results.


Further user research uncovered usability issues with the top nav. I led a restructure and redesign to simplify the information architecture, user interface and interaction model, making the top nav much easier to use.


Vodafone's homepage is a key touchpoint and gets over 30 million visits a year! I re-designed this page based on insights from a UX audit and user research. The new version is focused on user needs, and performs better across all metrics.


I designed key functionality including the store finder, network checker, roaming pricing calculator, Apple brand hub and much more. My user-centred approach utilises research and data insights for simple and effective design solutions.


I led an optimisation project to increase the performance of key sales journeys. We developed a range of hypothesis that were tested on the live website - this enabled us to make design iterations informed by data insights.


Certain eCommerce journeys involve financial commitments which can potentially impact conversion rates. I took special care to make these user journeys clear and intuitive, and ensure they adhere to all appropriate regulations.