Vodafone · Campaign design
Connecting five journeys to a Qantas plan offer
A Vodafone and Qantas partnership needed to serve new and existing customers across several entry points. I co-led the design work with another designer within a four-week window covering design, development and QA.
- Client
- Vodafone
- Partner
- Qantas
- Period
- Late 2015
- Status
- Launched and iterated
One offer with several ways in
The campaign offered frequent flyer points with a Qantas plan. It needed to work for new and existing customers and accommodate five main entry points: a Qantas email campaign, personal customers, business customers, plans-first browsing and mobile-first browsing.
I co-led the design with Ale Fracaso. We had four weeks to get the campaign live, including research, journeys, wireframes, development and QA. The first week concentrated on the design work.
Find the shared journey
Mapping showed that personal and business customers could follow a largely shared journey, with differences at the entry point. That reduced the amount of distinct functionality we needed to design.
We developed the journeys alongside high-fidelity screens. A key hypothesis was that a badge could help customers distinguish the Qantas offer from other plans. The short timeframe and commercially sensitive partnership limited the opportunity for research, so this remained a design hypothesis rather than a demonstrated usability finding.
Delivery and iteration
The campaign went live and continued through several versions. At the time of the write-up, the team was working on a third version and refining customer interactions.
The available record documents delivery, the five entry journeys and the evolving interface. It does not include conversion figures or formal usability results. This is a focused example of collaborating under a short deadline and simplifying the work by finding where customer journeys could share an experience.