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My Vodafone

Augmenting internal teams to drive a core digital offering.

A bearded man in a long-sleeved red shirt sits at a table, holding his phone with a red-themed app open on the screen.

Facilitating innovation through digital consulting.

  1. 01Embedded a team of designers and developers at Vodafone
  2. 02Solved long-running technical issues and challenges with the My Vodafone app

The Challenge

Vodafone is New Zealand’s largest mobile phone operator, with over 2 million customers nationwide; its flagship app is My Vodafone, a key touchpoint for customers that allows them to easily manage their mobile plans. My Vodafone New Zealand boasts a sizeable user base, with over a million downloads in the Play store. Despite its widespread use, the app was earning mixed reviews. Vodafone saw an opportunity to improve customer experience through significant enhancements to the app, and partnered with us to provide the technical and strategic expertise needed.

The Solution

From the outset, we knew that this would be a project unlike any that we’ve undertaken before. This was an engagement based, not on delivering a product, but on guiding the client through the process of improving an existing product. The project’s initial stage took the form of a series of meetings between our senior leadership and C-suite executives at Vodafone. Together, they outlined a roadmap for collaboration that would involve embedding a select number of Roam’s developers and designers into the existing My Vodafone team.

On a strategic level, this provided Vodafone with the benefit of Roam’s experience in creating seamless customer experiences. On a day-to-day level, it gave the existing My Vodafone team the additional technical and design-related capacity needed to tackle new challenges and develop innovative solutions.

One of the key challenges faced by the My Vodafone team was the introduction of a new notification system. In older versions of the app, any changes or improvements to notification delivery would necessitate an update to the app. This was time-consuming and placed the onus on users to frequently update the app.

However, we soon realised that from a strategic MVP point of view the best initial way forward would be to build a microservice hosted within Vodafone’s environment as a stepping stone towards building up a system to serve in-app notifications. This enabled us to to deliver value to our customers between July and December 2019, we were able to develop the microservice and complete our first launch of the new features, with a second release following quickly in February. As we gained a deeper understanding of Vodafone’s requirements and goals, we realised that some of the existing APIs would not work with our new microservice. So we worked with a Vodafone team to develop a API for us, which is now being used across Vodafone in various parts of the business. We also built My Vodafone’s discovery tiles. The tiles serve a variety of content to users within the app, including brand messaging, helpful tips and relevant promotions. The tile system provides valuable data to the Vodafone team, allowing them to identify types of content that are more likely to prompt additional customer spending. We are currently working with Vodafone’s architects to develop solution architecture for a system that will allow Vodafone’s marketing teams to create and publish notifications in My Vodafone without needing to rely on developers.

The Result

When this partnership first began in July 2019, we were able to quickly adapt to Vodafone’s ways of working and find ways to innovate within those parameters. Since then, we’ve developed our understanding of their products and services, enabling us to identify strengths and weaknesses. We’re continuing to collaborate with the Vodafone team to enhance the My Vodafone app, and bring greater ease of use and efficiency to a platform used by over a million customers around New Zealand.

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