The organisation: Vodafone

Vodafone UK is a provider of telecommunications services in the United Kingdom, and a part of the Vodafone Group, the world’s second-largest mobile phone company. As of March 2014, Vodafone UK has 19.5 million subscribers and is the third largest mobile telecommunications network nationally after EE and O2 .

BAE Systems plc is a British multinational defence, security and aerospace company headquartered in London in the United Kingdom and with operations worldwide.

Rob is innovative, clear-headed, enthusiastic UX strategist, and has great attention to detail. […] he brought an incredible energy and desire to do great work. He’s not afraid to challenge the client, or the creative, and his passion ensures he’s fun to work with.Agata, Strategy and Planning manager, Vodafone UK

The brief: Service design lead

To create an innovative, award winning Careers website representative of an industry leader that positions Vodafone UK to recruit the right type of best talent directly – reducing cost per hire, improving attrition.

“So, where are we at ..?”

The current state of affairs was internally described generously as dry. An exhaustive list of available positions coupled with a rudimentary search capability. The narrative attached to each role was to the point describing the job requirements and relevant experience/qualifications necessary. In short, a boilerplate careers site that bypassed substance that would have given the candidate an idea of what is was like to work for an organisation with world-changing potential and seemingly unlimited capital.

Understanding the landscape

An list of questions and issues was drawn up and mapped to Key Working Assumptions (KWA). These were then broken down into the following categories:

  1. Scope and Audience
  2. Proposition & Messaging
  3. Definitions of success

From this standpoint, we were then able to prepare an set of workshops with senior stakeholders at Vodafone to plot out an initial course of action – role taxonomy and audience segmentation – and sketch out some initial high-level ideas that could give a clearer idea of where benefits might be realised but without the necessity for a mature roadmap and security of knowing exactly how.

Content and imagery

Careful consideration had to be made to ensure brand and message alignment with the aim to mapping the message to brand objectives and further site content to messaging. The goal being that if both of these can be shown to map then the output should help achieve the core business objectives.

Understanding the audience

One of the pivotal points for this project was to accurately understand what it was like to work at Vodafone.

After consultation with departmental managers and senior stakeholders, 16 people from potentially thousands were selected who best epitomised the quality of candidates Vodafone wished to attract.

Most I interviewed in person at the Vodafone headquarters in Newbury, Berkshire but where this was not feasible, interviews were conducted via Skype or over the telephone.

Defining the solution

From the sanitised findings User Scenarios for each role family were created and mapped against known engagement triggers/entry points.

Presenting our findings back to the key stakeholders

Key findings were presented to senior stakeholders for understanding, buy-in and brand / message alignment. The resultant output from this stage would later form the basis product backlog and user stories.

Validation with the users

Initial wireframes were built up initially from scamp outputs from various internal and client-facing brainstorming sessions. These were iterated through quickly with guerilla testing to align with user expectation.

They would go through several iteration/validation cycles to ensure we were consistently hitting user expectations. Working with client-side and agency side copyrighter and designers, I ensured all text and visuals were on-brand and aligned with objectives.

As expected for a project of this type, a responsive format was created with focus initially on the mobile platform to define key content and imagery so that nothing was left behind when translating to larger breakpoints.

The result


The end result was a 10 family of pages and an over arching hub page. Each family page dedicated to an area of interest governed by the role taxonomy whilst forming also a part of a wider unifying narrative outlined on the hub page. For each role family in the business, dialog and imagery were mapped to points of interest and designed to fuel imagination and inspiration, specifically geared towards the experiential requirements of the role.

I needed someone to come in, ‘hit the ground running’, pick up a UX research phase, speak to users, build up a rapport with the client, present to stakeholders and ultimately produce interesting and varied user experiences that pushed all the user and client buttons. Rob delivered this with aplomb.Stuart, Creative Director, BAE Systems