Vodafone — Agentic TOBi
As a Senior Product Designer, I led the design evolution of TOBi from a unified chatbot interface into a suite of intelligent, agentic products deployed across multiple global markets. This case study picks up where the Single UI project left off — and follows the journey towards a fully agentic assistant experience.
Problem
With the Single UI in place, TOBi had a consistent, scalable interface across markets. But the product itself was evolving. User expectations were shifting — people wanted faster, smarter, more capable digital assistants. The chatbot model was reaching its limits.
The challenge was to evolve TOBi's design to support genuinely intelligent, agentic behaviour, while maintaining consistency across a growing suite of related products and markets. This meant designing for new interaction patterns, new capabilities, and new levels of complexity — without losing the coherence we had worked hard to establish.
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