Vodafone entered the market by offering smartwatches bundled with subscription plans. Since competitors were already providing similar products, Vodafone needed a unique approach to stand out. Prior to my involvement, initial research had been conducted, including the selection of the product name "OneNumber" and pricing strategy.
When I started, my first task was to organize a design sprint together with a customer journey expert. We were working with a tight deadline, so our goal was to test the customer journey within just one week. This included concepting, prototyping, and interviewing, all with a group of stakeholders involved.
This picture shows how the brainstorm in the design sprint looked like
We developed three different customer journeys. After conducting interviews, we gathered and organised all the feedback. This allowed us to identify and prioritise the main pain points in the journey. I then created new designs based on these insights and tested the solutions again.
This process gave us a much clearer understanding of our target audience. Once the designs were finalised, I ensured they were ready for development.
The image is a screenshot of some notes from the interview.
With the customer journey mapped out, it was time to introduce OneNumber to our audience. I began by analysing our competitors and then worked closely with a copywriter to develop a creative rationale. We considered two directions: one focused on the practical features of the smartwatch, and the other aimed to evoke the emotional feeling of freedom that the product could offer.
Our research showed that people responded far more positively to the emotional approach. While competitors focused on functionality, we saw an opportunity to connect with people on a more personal level. Some stakeholders were hesitant at first, but I was able to persuade them that this was the right move, especially as we were entering the market slightly later than others and had to stand out.
Left shows the functional concept and right shows the emotional concept.
I began by researching other brands and competitors, then brainstorming with stakeholders to identify ways to differentiate ourselves.
Working with a copywriter, we developed a creative hook that suited Vodafone’s brand. "Volledige Vrijheid met Vodafone OneNumber" We put together examples and presented them to the stakeholders for feedback.
I designed a visual that captured our creative idea in a single image. It was flexible enough to be used across a variety of situations and channels.
I designed the online customer journey for the website. The landing page conveyed a sense of freedom, while the deeper pages provided more detailed information.
Our main message was "Ervaar volledige vrijheid" (Experience complete freedom.) The key visual depicted someone running without a phone, with the smartwatch visible but not the main focus. The natural setting highlighted the sense of freedom, and a calm "speechmark" added a touch of Vodafone’s identity.
For the campaign, I led the design of both landing pages and direct mail materials. Working with an external mailing company, we created immersive mailings featuring large images and micro-animations on the smartwatches. Each mailing showcased specific use cases for OneNumber, tailored to different times of the year, such as festival season and winter.
Consistency was key, so the landing page was designed to keep the feeling of freedom in. But knowing that OneNumber might not be clear to everyone, I included a support section to help visitors easily find more information and understand the concept.
This project brought together research, design, and marketing to introduce OneNumber to the market in a clear and engaging way. By prioritising the user journey and addressing potential points of confusion, we created a consistent experience across all channels. The process highlighted the importance of collaboration and adaptability, especially when working to tight deadlines and in a competitive landscape. I think we really nailed to stand out compared to the other competitors.