GenAI-powered Help & Support
Vodafone is rapidly adopting generative AI to improve customer experience across digital touchpoints. As part of this transformation, I led the UX and UI design for a new GenAI-powered Help & Support and Assisted Search experience, designed to help millions of customers find answers faster and more intuitively.
The project aimed to move away from traditional search results and long help articles, instead delivering clear, conversational responses that summarise Vodafone’s knowledge base and guide customers to the most relevant actions or journeys.
The Challenge
Vodafone’s Help & Support ecosystem contains thousands of articles, guides, and videos. While comprehensive, customers often had to search through multiple pages before finding the right answer.
At the same time, TOBi already supported automated journeys such as billing, sales, and account actions. The challenge was designing a single entry point that could interpret vague queries, surface helpful information, and route customers into the right journeys when needed.
AI Assisted Search
We designed a GenAI-powered support experience that transforms long help articles into clear conversational answers.
Customers receive a short overview of the solution, followed by recommended steps and links to deeper resources such as guides or videos. If a relevant automated journey exists, the experience seamlessly transitions the user into TOBi to complete the task.
Design Approach
Designing for generative AI required moving beyond traditional search and help patterns. To inform the experience, extensive research was carried out into established AI products and conversational interfaces, exploring how leading platforms structure responses, guide users through ambiguity, and present information in ways that feel natural while remaining clear and actionable.
The Design
I led the UX/UI design experience across desktop and mobile, shaping how generative AI could be integrated into the company’s support ecosystem in a way that felt clear, trustworthy, and genuinely helpful for customers. As part of this work, I defined the visual language for Vodafone’s AI-driven interfaces, establishing how generative responses, guidance, and conversational states are presented across the experience.
The work also involved defining conversational interaction patterns, structuring AI-generated responses so they were easy to scan and act on, and designing seamless transitions between generative answers and TOBi’s existing task-based journeys. The experience was developed and delivered across the team, ensuring consistency across different conversational states, journeys, and customer contexts.
User Testing & Iteration
The interface evolved through extensive design exploration and user testing.
We tested multiple response layouts, interaction patterns, and navigation structures to ensure customers could quickly understand AI-generated answers and confidently move into the next step of their support journey.
Delivery
This project required close collaboration across UX, engineering, customer operations, and service design teams. I worked through complex constraints around CRM integration, agent workflows, and existing chatbot infrastructure, ensuring the experience worked not just for customers but also for internal teams managing cases behind the scenes.
Impact
The first release delivered strong results and was rolled out across both desktop and mobile platforms, establishing the foundation for Vodafone’s future AI-driven customer support experience.
