This case study was written by Shane Dalton [mentored by Peter Mullen] as a part of our UX Tree Mentorship Program

Project Overview

Telecom apps like My Vodafone are essential tools for managing many mobile services including topping up. As user expectations for speed and convenience grow, these apps have become key drivers of customer satisfaction and brand perception.

Research from May 2025 shows that many telecom apps suffer from poor usability, with issues like inconsistent design and fragmented user journeys leading to frustration and decreased user satisfaction, which ultimately affect customer retention.

The goal of this project is to streamline the My Vodafone top-up flow— making it faster, more accessible, and easier to use—so users can top up with confidence and minimal friction.

Identifying the Problem

While considering transitioning from Three to Vodafone for both mobile and broadband services, I encountered difficulties with Vodafone’s top-up process. This friction in a routine task underscored the broader usability challenges present in telecom applications and inspired a deeper exploration into the user experience of the My Vodafone app.

 

Read the entire “Smarter Top-Up functionality on Vodafone app [Android]” case study 

Listen to Shane’s case study on Spotify