Design optimisation focused on results.

  • Challenge

    Vodafone's website was under-performing against key metrics, had usability issues and lacked visual consistency.

  • Solution

    User research uncovered the key issues, and a design system was implemented to boost performance across the site.

  • Process

    I established a design system, then led projects to optimise the top nav, homepage and many other key touchpoints.


Research showed that customers struggled with the Vodafone website due to unusual interaction patterns, and a lack of visual consistency. 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 the homepage based on insights gathered through a UX audit and user research. The new homepage 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.