My Vodafone

In March 2020 (during the COVID) I started as a product designer & CRO in the “TX Handsets squad” that was into the “Care Tribe” of My Vodafone App (Spain).


The first project was the integration of the products cross-selling in the mobile app for users who were already Vodafone customers and in this way, help contribute to increase the average ticket in order to achieve the sales objectives.






Web Responsive

My Role

As the only designer in this squad, I had to defining flows, programming user tests with an external researcher and painting the visual interface with the Vodafone design system. I had already worked for 1 year on another project with Vodafone so that helped the understanding.


I organized meetings with the Product Manager, Product Owner, Business Analyst and Technical Leads to conceptualize the product and generate ideas.


Create a new dynamic flow diagram that allow cross-selling


> See the flow


Allow users add products to increase the average cart ticket.


The conceptualization process started with numerous meeting between stakeholders” to clarify what we wanted to do and how we were going to define the roadmap.

Finally, I proposed to the Scrum Master
organize a session with to assess ideas and we ended up painting a map (as if it were “Lego” pieces) that represented the definition of current and new flowsThis allowed us to perform a quick analysis to have a global vision of the project.


In order to test whether we were correct, I built a first prototype with which to start a user test to verify if we were on the correct way and point out possible misunderstandings and pain-points.

I used because it is the internal tool of Vodafone.


> See the first prototype

User testing

The selection was made of 10 male and female Spanish users of different ages who were already Vodafone customers and had bought in the app in the last 3 months. The test were carried out online through due to the COVID situation.


> See the results 

Entry points

We defined two entry points for users. The first was the «online store», focused on users who know what product want and the second one was in the «Discover» section, here, users can see a personalized offer according to their Vodafone plan.

Online shop

The users enter knowing what product they are looking for.

Discover section

The application receives offers through «banner» with images.

Offer pages

Users first have to select a plan. They need to pass through two screens, the first, to choose their plan (PLP) and the second one (PDP) to configure their plan and associate it with a new number or portability from other company.


Choose between differents plans.


Configure the plan and associate to a new number o portability.


To do the cross-selling from the offer pages, we needed to go through “Nexus” screen that would serve as a link between the offer and the checkout.


This is the space where the user will be able to make the purchase of other secondary products associated with their main one if they wish. A set of modules opens with customizable offers based on the products that the user accumulates in «nexus».


Nexus is connected to the product list page (PLP). In this cards the user can find the brand, the device model, prices, colors and capacity. The user can use the categories and filters and associate the device to a plan


In the product landing page (PLP) the user have a list of devices to select one. The objetive of this page is compare between devices and see the cost of the device at the first level.


In the product detail page (PDP) the user have de details of the device. The objetive of this page is configure the device. He select the capacity, color and financing

New checkout

We concluded that we had to optimize resources so that different sales flows could be connected. This checkout would have a maximum of four steps and minimum of one, depending on the flow and casuistry.


Numerous meeting with stakeholders were organized to understand the process and see the new architecture.