↓

CASE STUDIES

Vodafone — Agentic TOBi

As a Senior Product Designer, I worked on evolving TOBi from a unified interface into an AI-powered
ecosystem of products and interactions across multiple markets.

Evolution

Following the introduction of a Single UI for global markets, TOBi began to evolve beyond a structured chatbot into a more flexible, AI-driven assistant. New capabilities and products were explored across different regions, focusing on improving how users search, interact, and complete tasks more naturally.

This created an opportunity to extend the design system further — supporting more complex interactions while maintaining consistency across an expanding ecosystem.

The evolution of TOBi's interface to support more intelligent, agentic interactions.

Problem

As TOBi evolved, new challenges emerged:

  • Supporting more dynamic and complex interactions

  • Expanding across multiple related products and use cases

  • Maintaining consistency while introducing new capabilities

  • Avoiding fragmentation across markets experimenting with AI

The existing system needed to evolve to support greater flexibility while remaining scalable.

What I did

I worked on evolving TOBi’s design system to support its transition into an AI-driven ecosystem.

This included:

  • Extending the Single UI framework for more flexible interactions

  • Designing new components and interaction patterns for AI-driven use cases

  • Contributing to multiple related products, including Super Search, Super Agent, and Agentic TOBi

  • Ensuring consistency across mobile and web

  • Collaborating with product, engineering, and regional teams across multiple markets

  • Aligning closely with Vodafone’s design system for scalability and reuse

Design exploration and iteration behind the Agentic TOBi interface.

Product Ecosystem

The evolution of TOBi was explored through a number of related products across different markets:

Super Search
An initial market-specific exploration focused on improving how users search and access information through AI-driven responses.

Super Agent
An internal tool designed for customer support agents in multiple markets, enabling more efficient AI-powered workflows.

Agentic TOBi
A more advanced version of the assistant, introducing new interaction patterns, enhanced components, and more dynamic user flows.

Together, these products helped shape a more intelligent and flexible TOBi ecosystem, while remaining connected
through a shared design system.

Super Search — AI-powered search and generative responses.

Super Agent — agentic workflows designed for customer support teams.

Agentic TOBi — new interaction patterns and components supporting memory and more advanced assistant capabilities.

Impact

This work supported TOBi’s transition from a structured chatbot into a more advanced, AI-driven assistant.

The expanded system enabled multiple markets to explore new capabilities while maintaining a consistent foundation.

An advanced version of Agentic TOBi has since been launched in markets such as Turkey, demonstrating how the system can scale to support more sophisticated interactions.

This project marked a shift from designing for consistency at scale to designing for flexibility and intelligence — shaping a system capable of supporting a growing ecosystem of AI-driven products.

© 2025–2026

All rights reserved