Vodafone OneApp UX at scale for a unified global product
OneApp is the new global My Vodafone app: one flexible architecture replacing fragmented local apps. I drove UX design and cross-market coordination for its first European rollouts.
- Vodafone
- Vodafone Group UK; first-wave markets for OneApp launch: Portugal, Ireland and Albania
- 2022-2024
- User Experience Designer
Context
As part of the Design Studio at Vodafone Group UK, I was embedded in the team building OneApp: the company’s next-generation unified mobile experience, designed to replace fragmented local apps with a single, flexible global architecture.
Representing _VOIS Budapest, I worked across design, product and development streams while the organisation was simultaneously moving to agile ways of working and adopting SAFe at scale.
Challenge
My focus was translating a global product vision into locally relevant, accessible and high-converting mobile experiences.
That meant balancing business standards with the realities of diverse user needs across markets, keeping the experience consistent between iOS and Android, and navigating a large organisational change from the inside.
My role
I drove UX design and cross-market coordination for the OneApp rollout, owning core features, visual consistency and design advocacy across European markets.
During the iterative phases I led a design squad and was invited to consult on additional product streams. Accessibility was a central focus throughout.
Approach
My role was UX-led by design. I paired with UI designers as the research and ideation driver, shaping concepts from gathered insights before moving into execution.
Each iteration started with understanding: competitor audits, best-practice reviews, and consistency checks against The Source, Vodafone’s global design system, often alongside the joint research team.
FigJam was my primary workspace for mapping, ideation, tracking and presenting progress. I documented design processes thoroughly and stayed close to developers throughout handoff, making sure every detail was clear and buildable.
Collaboration
Seven global Vodafone teams, thirteen designers and three first-wave markets: Portugal, Ireland and Albania.
I aligned UX requirements across iOS and Android in all three markets, and presented design decisions and their rationale to Product Owners, market representatives, business leads and development teams in regular iteration meetings.
I led one design squad through agile sprints in a remote, cross-functional setup, and acted as reviewer for additional Vodafone products.
- 3
- 7
- 13
Design
I shipped core app features end to end: Billing, Top-up, eSIM, Orders, Account Linking and Add-ons.
- High-conversion mobile components, designed and iterated
- Restructured purchase journeys and onboarding flows
- The eSIM swap flow
- Accessibility audit response, with the fixes implemented
- Wireframes, high-fidelity designs and comprehensive documentation
- Modernised internal design documentation and systems
Outcome
OneApp launched across three European markets, with the global rollout to follow.
- Accessibility rating improved from C to B, following the audit response I led
- Conversion and approval rates improved through data-informed iteration
- Purchase journeys and onboarding flows restructured
- Internal design documentation and systems modernised
- C → B
Reflection
I believe the quality of a system lives in its details.
What I valued most about this role was the scale: working at the intersection of global standards and local market needs, and navigating the human complexity of thirteen designers across seven teams all pulling toward one shared vision.
Even lower-priority tasks got my full attention. I regularly reached out to senior UX and UI colleagues to sharpen my craft, test my thinking and stay curious.