(MaaC – Vodafone Business)
Vodafone Business needed a single cloud marketplace to serve enterprise customers across Ireland, Portugal, Spain and South Africa – each with different branding, language and regulatory requirements. The existing approach was fragmented, market-by-market, with no shared design system.
Complex Auth Flows – Microsoft's security requirements created 12+ screen tenant onboarding flows – causing significant drop-off at the most critical purchase moment.
Tenant Porting Friction – Moving Microsoft 365 tenants between plans involved heavy manual coordination between Vodafone, Microsoft and the customer – fragile and error-prone.
The Objective: Design a scalable, globally-deployable B2B cloud marketplace that enables customers to discover, configure and purchase Microsoft cloud services across multiple markets – with simplified checkout and consistent brand experience.
Master-Site Architecture – Designed a single-codebase design system that adapts to each market's branding, language and regulatory requirements – enabling rapid deployment across Vodafone markets without design fragmentation.
Simplified Checkout Flows – Streamlined the Microsoft tenant porting experience from 12+ steps to 4, reducing cart abandonment and customer service calls. Guided selling flows helped customers choose the right plan confidently.
UX Research & Discovery – Conducted stakeholder workshops, customer interviews and competitive analysis across 4 markets. Mapped end-to-end journeys identifying 8 key friction points in the purchase flow.
Design System Integration – Built on Vodafone's global design system, creating marketplace-specific components aligned with M365 product standards. Established a shared token library across all markets.
| Phase | Action & Outcome |
|---|---|
| Discovery & Audit | Mapped 12 end-to-end customer journeys across 4 markets. Identified 8 critical friction points. Benchmarked against Microsoft's AppSource and AWS Marketplace. |
| Design System & IA | Built a market-adaptive component library on top of Vodafone's global design system. Defined shared tokens, co-branding rules, and a localisation framework. |
| Iterative Prototyping | 3 rounds of usability testing with Vodafone Business customers. Reduced cognitive load in checkout by 40%. Validated guided-selling flows across 3 market segments. |
| Global Rollout | Piloted in Ireland, then scaled to Portugal, Spain and South Africa. Established a rollout playbook enabling new markets to launch in 6 weeks. |
Frictionless Complexity – Successfully reduced the frontend burden of highly secure Microsoft transactions and simplified tenant porting – driving easier adoption and opening cross-sell and up-sell opportunities.
Data-Driven Evolution – Improved core user journeys through continuous user testing and performance monitoring over 2.5 years of live operation. Directly resolved customer pain points and elevated CX metrics.
CX Strategy & Iterative Testing – Established a continuous feedback loop driven by user testing and performance metrics. Monitored real platform interactions and designed targeted improvements over the full project lifecycle.
Platform
Web · B2B
Markets
4
Timeline
2.5 Years
Client
Vodafone Business
The defining architectural decision was building a single master-site that scales globally while preserving local market nuances – without rebuilding from scratch each time a new market was added. This required rigorous token discipline and close collaboration with Vodafone's local market teams.
Co-branding with Microsoft required establishing clear visual hierarchy rules – Vodafone brand always primary, Microsoft product branding always secondary – across product cards, banners, and all promotional imagery.
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