Conceptual vision and future-state work on Vodafone’s product strategy.
Context
Alongside Live! and 360, the Vodafone Group UX function produced conceptual vision and future-state work — scenarios, storyboards, visual essays that anticipated the direction of the product strategy.
Contribution
Concept and visualisation work as an integral part of the global UX function: translation of strategic hypotheses into tangible scenarios for internal stakeholders, partners, and concept presentations. Audiences and use cases varied with the occasion — common to all materials is the function of a bridge between strategy and product.
In significant parts, the vision informed the later Vodafone live! and 360 — the portal structure, the understanding of “mobile content” as a curated discovery space, the tension between the operator brand and content partners.