Aug 2008 to Jan 2016

As a User Experience Manager I Led the digital strategy and optimisation of two core online journeys—Pay As You Go & TopUps (5 million customers; £480M annual top-ups with 12 million online) and SIM-Only (6.8 million customers; 1.7 million online contracts in 2019)—following ownership of the Vodafone Business digital experience. I delivered best-in-class user journeys in partnership with Production and Go-to-Market teams, using wireframes, detailed briefs, and data-driven experimentation to improve conversion and eliminate usability friction.

I continuously optimised performance by analysing conversion, bounce, and usability metrics to identify opportunities and resolve user pain points.

• Award-winning online campaign: I led the online user experience for the Christmas Pay as you Go Smartphone campaign (November 2013), which was later submitted to and won at the Online Retail Awards in 2014.

• Animated support video: Managed the user experience for Vodafone’s first animated support video. Elements of the content were later adopted by internal teams, including Brand and Retail, to help explain a complex offering of 'Red Plus' Pay monthly plans. I was recognised for this work with an internal award from my Pay Monthly product owner colleagues.

• User empathy: Known for a strong curiosity about improving user experiences, a commitment to continuous learning, and an open, collaborative mindset focused on creating better outcomes for customers and the business.

Example - The Christmas Pay as you Go Smartphone campaign - was a fantastic example of integrating across TV, outdoor media, social media and Retail with Online as the glue between the channels 

Homepage take-over enticing visitors to engage with the campaign – 'Learn more' CTA took you to the movie, the campaign advert.

The Christmas campaign page - explaining the offer

User testing with 5 participants, using the live site showed us

• Findability of the Freebee Rewardz Cinema Pass offer = success, scoring 5 out of 5
• Comprehension of promotion = success, scoring 5 out of 5
• Selected an eligible handset = success, scoring 5 out of 5

Some top level Campaign stats

• Total 'Registrations' to claim the cinema pass = 16,564 (57% customers registered – where usually 40% is deemed as successful)
• Video plays = 16,254
• Visit to fixed site campaign page = 213k
• Visits to mobile site campaign page = 216k
• Total sales of qualifying handsets = 29,179

 Vodafone Freebees Cinema Pass video (2013) https://www.youtube.com/watch?v=cuKOEgsWIE 

Testimonials

"Liz is very committed and passionate about her work. I worked with her on the Vodafone UK website. I was managing the L2 support teams. We worked particularly closely together after she noticed a drop off of the number of people topping up their phones online. She worked tirelessly with my team to understand what was the cause of the issue (a broken journey) and her efforts in this saw a quick return to the expected numbers. She shows great dedication to her work and you can tell that she really cares that what she delivers is of top quality."

Jo Steel - Head of Digital Engineering at Aviva - (Vodafone)

"Having worked with Liz over a number of years at Vodafone I have seen how professional she is in her user experience role, improving the customer journey and using her attention to detail to produce quality work. She is dedicated to achieving her goals and works well with her stakeholders."

Michalea Fox - User Experience Consultant at BAE Systems Applied Intelligence - (Vodafone)

"I had the pleasure of working with Liz at Vodafone. I was impressed with her extensive knowledge and experience in deliver through a wide variety of tasks, from website optimisation to product launch. She has a vision of best overall digital journey and the benefit that it brings to the customer. She would make a valuable member of any UX team."

Terhi Hoikka - Head of UX AI at Sainsbury’s | Driving User-Centric Transformation - (Vodafone)

"I had the pleasure of working with Liz on a number of projects where she utilised our analytics expertise, always wanting more than just data and reports to understand customer behaviour, making her a great stakeholder to work with. I'd happily recommend Liz for future user experience work, and hope our paths may cross again.."

Dr Julian Barnes - Programme Leader and Lecturer in Business and Marketing - (Vodafone)