Scalable UX Architecture for Global Self-Service Portals
Services: Information Architecture, Service & Journey Design, UX Backlog Planning
Transformed fragmented legacy platforms into a scalable, user-led architecture — shaping platform design and backend decisions across markets.
Highlights
✔️ Led IA and journey structure for Vodafone’s core B2B portal
✔️ Aligned user needs with backend constraints and API maturity
✔️ Delivered modular flows adaptable to multiple customer segments
✔️ Created a reusable service framework for international rollout
✔️ Embedded UX into IT architecture and platform strategy for the first time
Problem Statement
Vodafone Business customers were forced to navigate a patchwork of portals and support channels to manage their services. The new self-service platform promised unification, but lacked clarity on structure, scalability, and alignment between what users needed and what the technology could deliver. UX had not previously influenced service architecture — the opportunity was both strategic and foundational.
Solution
As UX lead, I drove the platform’s strategic IA and journey design across SoHo, SME, Enterprise, and Indirect segments. Through user research, API audits, and deep collaboration with Product and IT, I established a scalable information model that mirrored how real businesses operate — not how legacy systems were structured. We prototyped modular journeys, piloted address-based service management, and embedded UX in architecture planning, turning technical constraints into design opportunities that shaped future rollout plans.
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Situation
Vodafone’s business customers—ranging from small office/home office (SoHo) setups to national enterprises—were burdened by a fragmented digital landscape……