With an ever-increasing business emphasis on the user, the UE team must make continuous efforts to create differentiated and compelling experiences across all Vodafone’s products and services.

We work as an integrated layer within the wider business, driving synergy, efficiency and consistency across all channels. With a balanced mix of down and upstream projects across all manner of touch points and technologies, our main ethos is about ‘mobility’ rather than just ‘the mobile’.

Creativity, free thinking and a proactive, holistic approach are crucial to everything we do, the ultimate goal of which is to validate our knowledge and recommendations with tangible results. In delivering on our promises we have the ability to effect real change in the business.

Split into four separate but integrated hubs, we have a unique insight into users’ needs, UE industry trends and competitors to ideate, build, monitor and improve Vodafone’s next generation of products and services.

With an emphasis on end-to-end experiences, Vodafone is undergoing a major organisational shift entailing a new services focus for the UE team, driving both a significant expansion and a constant reassessment of our role and remit within the company. Specifically, our methodology centres on involving users meaningfully in product and service design, always remembering that our customers are individuals, with constantly changing tastes, demands and expectations.

The key to achieving this customer focus is by building a bridge between the business and design elements of the company, and inspiring and appealing to the people throughout the organisation with a customer-centred vision. To achieve this, the team is organised into four specialist hubs with specific roles.

UE Concept Development

UE Visual Design

UE Planning and Research

UE Design Definition