Renewing legacy AI ready for a new CMS platform

Vodafone, one of the first telecom companies to adopt a digital profile, was undergoing a full review of its technology platform. As part of this, I was tasked with defining the information architecture for their brochureware platform. This piece of the puzzle was crucial for streamlining their digital presence, ensuring that users could easily navigate the platform and access key information, setting the stage for future growth and innovation.

The Vodafone UK site had been left unmaintained for several years, resulting in numerous outdated pages and obsolete marketing content that significantly slowed down performance. With the launch of a new platform, it became clear that the Brochureware site needed a thorough review and update to align with the company’s evolving goals and ensure it provided a streamlined, up-to-date experience for users.

Project Chameleon was an ambitious initiative that spanned several months and involved multiple phases across nearly every digital team. Given the speed and intensity of the project, I was fortunate to have a talented group of colleagues assist in critical tasks like treejack tests, A/B testing, and information architecture reviews. Their expertise was invaluable in ensuring the project stayed on track and met its objectives. After months of collaboration and iterative refinement, we pulled everything together and I had the privilege of presenting our findings and the final outcomes to an audience of over 200 colleagues, showcasing how our work would drive the next phase of the company’s digital evolution.

Project Chameleon was primarily focused on improving the information architecture (IA), but it also introduced a range of new processes designed to enhance the overall digital experience. This included the creation of more structured navigational pages, the integration of SEO-specific terminology to boost visibility, and the adoption of cross-team practices like hackathons to foster innovation and collaboration. These initiatives not only improved the IA but also helped streamline workflows and encourage a more cohesive approach across teams.

Created off the back of Project Chameleon, The Vodafone Difference was a brand led reassurance piece which I pitched to the CEO and CFO of Vodafone UK/Europe. This idea was to run alongside a pipeline of brand campaigns and to be used as a centralised location for all information around what Vodafone are doing differently.

• 1400 pages on the brochureware site reduced to 400, including campaign and landing pages
• Presented to VIP stakeholders and gained their knowledge around upcoming projects
• Created a brand new page design which ran outside the classic site allowing it to be a creative landing page which could push the boundaries of the current site system
• Created a pipeline of improvements to run alongside the brand campaign including HTML5 video, personalisation and CSS3 animations