Creating the digital retail experience of tomorrow


Coinciding with their new brand messaging, “The future is exciting. Ready?” Vodafone wanted to re-define its customers’ end-to-end digital journey in physical Vodafone shops.


To achieve their aims of creating the digital retail experience of tomorrow, Vodafone needed to blend the best of digital and physical to create a seamless user journey which would be simple and easy for both existing customers and those new to the brand.


We led co-design workshops that leveraged key expertise from across management and corporate teams including Retail, Brand, Marketing, IT and Digital as well as representatives from various countries in order to develop a cohesive user experience. Participants used a variety of service design tools such as: empathy maps, customer journeys and a bespoke Hiveworks tool, the “origami shop” to develop concepts for the new experience. We tested the new concepts co-designed from the workshops through customer focus groups conducted in multiple languages.


The new customer journeys were presented to Vodafone’s management for validation and deployment of new retail store concepts in different countries.

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