Envisioning a multichannel service experience for customers changing or repairing their device

User Research, Service Design

2016, Amsterdam NL


Offering value-add services when competing in a saturated market

Vodafone and Dropbox offered a service to backup and migrate smartphone data like pictures, contacts, or even mobile phone settings. To increase the number of customers using this application, Vodafone wanted to embed it into the contract renewal, device upgrade, and device repair journey, as safely storing data and quickly migrating content from one device to another are critical customer concerns.

Vodafone's repair service

Interviews and observations across Vodafone stores in The Netherlands

We conducted in-store observations and interviews with store personnel and customers across The Netherlands.

Research revealed that most people already use services to backup and migrate their data. On the other hand, store personnel preferred suggesting third-party services for this purpose as they are often established data and software companies known by customers, which offer direct customer support.

This meant that despite the need to easily backup and migrate data, neither customers nor staff thought of Vodafone as the right provider to fulfill this need.

It was clear that the partnership with Dropbox was essential, but there were critical challenges to drive customers to use Vodafone's backup service like highlighting its added value over established third parties and influencing staff to promote Vodafone's solution.

a Vodafone employee during an interview
Interviews with store personnel

Research uncovered a fragmented customer experience across channels

Research uncovered attitudes and behaviors revolving around the process for contract renewal, device upgrade, and repairs, like the expected duration of an in-store interaction or the frequency at which data is backed up.  

We learned that during these service moments, customers interact with Vodafone using a combination of channels like in-store visits, online support, or the call center. But these channels have been designed in isolation, creating a fragmented and often redundant experience.

Findings were used to map the as-is customer journey, which showcased critical friction points throughout the experience and highlighted possibilities to embed Vodafone's data backup service. 

 — "You don't need a provider to transfer your data, the smartphone brands already have solutions for that." Store manager.


Designing a repair and renewal journey around Vodafone's backup solution

As highlighted by the research, the main challenge would be to showcase Vodafone's role in backing up and migrating data. Together with Vodafone, we defined strategic opportunities to guide the service redesign. 

A vision customer journey was mapped along with the necessary back-end service activities that would be required to provide the new experience. Additionally, different service elements like a website mockup and a flyer were designed in further detail to showcase the overall concept.

Service vision journey - Details are confidential
maria hock / Made with ❤️ in Berlin DE / 2022