Vodafone Group plc are a multinational telecommunications company, operating in the UK and the regions of Asia, Africa, Europe, and Oceania. Among mobile operator groups globally, Vodafone ranked fifth by revenue and second in the number of connections (435.9 million) as of 2014.
I worked directly with Vodafone retention and marketing teams to optimise their communications. Using Tobii eye-tracking technology and traditional usability principles, we ran customer experience workshops at Vodafone’s Newbury headquarters. This allowed us to garner heat map and gaze path information and apply it directly to our design and development projects, which we worked on in partnership with Vodafone’s creative agency. The project’s final piece was an insightful and results-driven guidebook that influenced all following comms campaigns, increasing interaction, clickthroughs, and open rates.