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Vodafone Iceland is a telecommunications company owned by Sýn. Although the company carries the Vodafone brand and trademark, Vodafone Group owns no interest in the company, but rather franchises the
Vodafone Iceland wanted to completely redesign their suite of household products, from OTT boxes to native apps. From the architecture to the visual style, everything was up for grabs and in need of modernizing in line with the expected industry standard.
My involvement encompassed a multifaceted approach, beginning with understanding the available data and extracting key usage metrics. Subsequently, I conducted workshops to facilitate collaborative discussions, aiding in the delivery of an iterative roadmap. As part of this roadmap, we defined essential UX principles and initiated the wireframing process. This involved shaping the design strategy and production cycles, all while considering technical limitations and constraints. The iterative nature of our roadmap ensured a dynamic and adaptive approach to user experience development, allowing us to refine our strategies and designs in response to evolving insights and challenges.
I dedicated time to transforming the available service data usage into easily comprehensible graphs, facilitating discussions on Key Results Objectives (OKRs) with the internal team at Vodafone. This process involved distilling complex data into visual representations to enable more effective communication and decision-making within the team. The goal was to provide a clear and actionable overview of the service's performance and usage metrics, fostering a collaborative and informed approach to achieving key objectives.
The approach centers on structuring content around focused topics or thematic channels, steering away from internal sub-brands and specific content types that may be less intuitive to end users. Recognizing the inseparable nature of user experience and content, I prioritize how content is delivered as much as the content itself. The aim is to ensure that content consumption not only serves to engage users but also promotes product conversion. Simultaneously, our strategy focuses on encouraging existing subscribers to explore and purchase new content, fostering sustained engagement and customer loyalty. The seamless connection between free and paid content is integral to building a sustainable relationship with our audience, creating a holistic and rewarding user experience.
The catalog resides strategically between the explore page and the content destination. While it may often be bypassed, it plays a crucial role as a valuable tool for browsing larger quantities of content that may be less personalized. The modules featured within the catalog are contextually tailored to the specific type of catalog, ensuring relevance and coherence with the user's content exploration journey. Despite its potential to be overlooked, the catalog serves as an important intermediary, offering a structured and accessible pathway for users to discover and explore diverse content within the larger ecosystem.
The content structure principles prioritize individuality for each piece of content, ensuring a distinct display on the page. This deliberate approach enables users to rapidly discern the type of content they are viewing. The component structure is meticulously designed, taking into account critical factors such as metadata, dimensions (width x height), and hover states. By incorporating these considerations, we enhance the user experience, providing clear visual cues and information that contribute to a more intuitive and engaging interaction with the content.
Our UX principles revolve around clarity and individuality. Each piece of content is meticulously displayed on the page with a unique presentation, facilitating rapid user understanding. The component structure, considering metadata, dimensions, and hover states, is designed to enhance the overall user experience, ensuring a seamless and intuitive interaction with diverse content types.
In the design process, we established a comprehensive set of long-term objectives for the product. To achieve these overarching goals, we guided the team in working backward, agreeing on incremental steps that would collectively lead us toward realizing the main vision. This strategic approach ensures a systematic and focused effort, aligning the team with a clear roadmap to success while prioritizing the essential elements necessary for the product's long-term growth and development.
