Vodafone Business - Hero - Woman On the

B2B Digital Transformation

LONG TERM PROJECT EXPLORATIVE &EVALUATIVE RESEARCH

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MY ROLE 
USER RESEARCH & DESIGN CONCEPT

                             

DURATION

1 YEAR ONGOING

                             

YEAR 

2020 - 2021 

METHODS:

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CONTEXTUAL

INTERVIEWS 

EXPRT INTERVIEWS

USABILITY TEST

N=6

 CUSTOMER  JOURNEY MAPPING 

ORGANIZATION MAPPING

DIARY STUDIES

USER PANNEL

Vodafone Business - Hero - Woman On the

B2B Digital Transformation

LONG TERM PROJECT EXPLORATIVE & EVALUATIVE RESEARCH AND DESIGN STRATEGY

The project is a digital transformation project within the B2B sector. Its a project with many many different stakeholders with different roles, many scope changes, and when I started working on the project's UX design and research maturity was very low. The project helped the design team to show the value and impact of  UX design, Strategy, and user research and I presented it within and outside the company as a case study of the value of using user insights and collaboration between teams based on the things we learned and improved, and the mistakes we made of course :).

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MY ROLE 
USER RESEARCH & DESIGN STRATEGY

                             

DURATION

1 YEAR ONGOING

                             

YEAR 

2020 - 2021 

METHODS:

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CONTEXTUAL

INTERVIEWS  WITH DIFFERENT ROLES 

N=30 in total

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CONTINUOUS USABILITY

TESTING 

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EXPERT INTERVIEWS

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CUSTOMER  JOURNEY MAPPING 

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CO-CREATION SESSIONS

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ORGANIZATION MAPPING & WoW

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B2B VISION WORKSHOPS

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B2B DIGITAL DESIGN  PRINCIPLES

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The project started of as a business transformation cluster as a digital transformation project, however it involves and impacts several marketing-, product- and service teams as well as software architects, delivery street managers, sales and solution managers and several external parties.  A UX design colleague joined the project beginning of last year and soon saw that more strategy and research is needed since there was not much known about the target groups their digital behaviour and their needs and pain points. There was also a lack of overview of all the teams and stakeholders involved and impacted by the changes and their different responsibilities.


He got me onboarded to help out with UX strategy, information architecture, and research.
We hosted many workshops to understand what we know, what we do not know, where our blind spots are, and what the overlapping areas of work between teams are. 

 

I slowly leveled up user research capacity and got customer experience and process design involved. We are running regular research studies and usability tests, are creating digital experience design principles and  B2B Personas.
 

THE ASSIGNMENT

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OUTCOME & ACHIEVEMENTS

  • Together with Jee Lim, I mapped the full b2b customer journey for different segments, based on that we created an experience vision and digital design principles. I facilitated workshops and mapped the outcomes.

  • I made a case for qualitative user research within the project and got new user research hires on board.

  • I improved design and development towards features that are much more in line with prospect and customer needs

  • Created an organizational overview and achieved better alignment between teams through research and design vision, this resulted in less double work and more combined efforts towards a shared goal

  • Given different presentations companywide as well as outside of the company, using the project as a case study to inspire others on working with user research as well as collaboration between different teams.

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OUTCOMES & PROCESS

Impressions & Artefacts