Renewing legacy AI ready for a new CMS platform

Vodafone is one of the first telcos to adopt a digital profile and was undergoing a full review of their technology platform. This Information architecture piece was vital in defining their brochureware platform moving forward.

The current Vodafone UK site was unmaintained for several years which had caused a significant number of dead pages and old marketing initiatives slowing performance down considerable. With the introduction of a new platform the Brochureware site needed reviewing to match the companies goals.

Project Chameleon spanned several months, included multiple phases across the majority of digital based teams. Due to the speed and intensity of this project I was given a few colleagues to assist in treejacks, ABn testing and IA reviews, before giving a final presentation to over 200 colleagues.

Project Chameleon focused on IA improvements but also introduced a lot of new processes including new structured navigational pages, SEO specific terminology and cross team practices such as hackathons.

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

After launching the new iteration of the IA, the website took a short downturn in traffic, which was expected due to the disturbance into the SEO pages and the turnaround time. However a month after we saw a huge jump in users activity which was represented by over £180,000 over the expected pre-order levels of the latest handset