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CASE STUDIES

Vodafone — TOBi Single UI

As a Senior Product Designer, I worked on unifying TOBi's (Vodafone's digital assistant) interface across multiple global markets. The goal was to move from a fragmented set of local implementations to a single, scalable UI that could be consistently used and adapted across regions, while staying aligned with Vodafone’s design system.

Problem

TOBi exists across multiple markets, but each implementation had diverged over time, leading to inconsistencies in UI, interaction patterns, and overall user experience. This created several challenges:

  • Inconsistent experiences for users across regions

  • Duplication of design and development effort

  • Difficulty maintaining and evolving the product at scale

  • Misalignment with Vodafone’s central design system

There was a clear need to bring everything together into a more unified and scalable approach.

TOBi interfaces varied across markets, creating inconsistency in both UI and experience.

What I Did

I led the effort to define a unified UI approach for TOBi across markets. This involved:

  • Auditing existing implementations across different regions

  • Identifying common patterns and inconsistencies

  • Defining a core set of reusable UI components and interaction patterns (new frame, header, input field, menu etc.)

  • Creating a scalable set of assets that could be adopted across markets (billing cards, form cards etc.)

  • Working closely with the design system team to ensure alignment with Vodafone’s standards

  • Collaborating with product, engineering, and regional teams to support adoption

  • Leading QA and working closely with engineers to ensure high-quality, pixel-accurate implementation

Core components designed for the TOBi single UI and integrated into Vodafone’s design system.

Solution

The outcome was a single, unified UI framework for TOBi that could be used across multiple markets. This brought greater consistency to the user experience while still allowing for flexibility where needed. It also reduced duplication and made it easier for teams to design, build, and scale new features.
The system was designed to be reusable and adaptable, supporting both current needs and future expansion of the product.

A unified UI across mobile and web, bringing consistency and scalability to the TOBi experience.

Challenges

One of the main challenges was aligning multiple markets with different needs, priorities, and existing implementations.

There was often a tendency for teams to introduce local variations or custom solutions, which risked undermining the consistency we were trying to achieve.
A key part of my role was working with these teams to find the right balance — allowing for necessary flexibility while protecting the core system.

This required ongoing collaboration, clear communication, and a focus on demonstrating the value of a unified approach.

Impact

The unified UI approach was adopted across multiple markets, with early interest from 6–7 regions and rollout progressing across markets including Portugal, Romania, Albania, Greece, and Czechia.
While adoption varied between full and partial implementation, the work helped reduce fragmentation and establish a clearer, shared direction for TOBi’s evolution.

I also worked closely with regional teams to balance consistency with local needs, helping guide decisions around customisation to maintain the integrity of the system.

I have contributed a new library of dozens of TOBi components into Vodafone's design system which after initial adoption reduced QA and engineering time by 90%.
The system we built became the foundation for the next phase of TOBi's evolution, which I cover in my Agentic TOBi case study.

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