Business Portal, Manage your account and products
Vodafone Business wanted to design its existing UK business portal into a more omnichannel, digital-first experience for small and medium-sized businesses. So they could access their apps, manage subscriptions and buy new products and services, all in one place.
I took a research-led, customer-centric approach, using customer insight alongside Vodafone stakeholder knowledge and market research to identify the biggest opportunities across the existing experience.
UX Research
The project began by understanding what customers were trying to achieve, where they experienced friction, and why they were relying on Vodafone's support teams.
I conducted customer interviews and workshops with key Vodafone stakeholders, bringing together three perspectives:
Customers — needs, behaviours, frustrations and expectations.
Vodafone — business goals, operational constraints and existing knowledge.
Market — competitor experiences and evolving expectations around digital self-service.
I mapped the existing customer journeys to identify where users were switching channels, repeating information or abandoning digital journeys.
A key insight was that customers wanted greater control and self-service, but still needed reassurance, relevant information and support when making decisions.
These findings were grouped into opportunities and prioritised with stakeholders to inform the product roadmap.
Self-service purchasing
One of the strongest opportunities was enabling customers to complete more purchasing journeys without contacting Vodafone.
Research showed customers wanted to:
Discover products relevant to their business.
Understand what they were already using.
Get contextual technical advice.
Purchase and manage products themselves.
Track orders and usage.
Product pages & dashboard
These insights informed a self-service purchasing journey and an editable business dashboard.
Administrators could create bespoke accounts for team members, giving them access to relevant products, technical guidance and account management tools.
The experience also surfaced relevant security products and additional services that customers may not have been aware of, creating opportunities to add value while addressing gaps identified through research.
outcomes
The research helped shift the portal from an information and support channel into a self-service business management experience.
Following validation, the work contributed to improved customer retention and reduced reliance on phone-based account support.
The key principle throughout was simple: self-service shouldn't mean unsupported service. The experience needed to give customers control while providing the right guidance at the moments they needed it.
