02 — Service Design / Concept Development
Vodafone Go
The brief was to design the ideal loyalty journey for Vodafone customers. Rather than answering with another rewards program, the brief was reframed around a broader question — how could Vodafone support customers throughout the travel experience? That question became Vodafone Go.
- Project
- Individual graduation project
- School
- Özyeğin University, Industrial Design
- Focus
- Service Design / Concept Development
The Brief
Design the ideal loyalty journey for Vodafone customers.
A persona was provided at the start of the project.
Reframing Loyalty
A loyalty brief is usually answered with points, tiers, or campaigns — mechanics Vodafone already had. The more useful question wasn't how to reward customers for using the network. It was how to support them through what was actually happening: a trip, from before departure to after return. Vodafone Go is that broader answer.
From Research to Opportunity
Customer interviews · Provided persona · Journey map · Service blueprint · Storyboard
The research pointed to one recurring problem: Vodafone's travel-related services already existed, but customers experienced them as scattered across a trip rather than as one continuous journey.
Our persona travels constantly.
The travel process is very messy and disjointed.
The journey map, service blueprint, and storyboard were produced during the project to translate this reframing into a structured service — they are not reproduced here, as the original files are no longer available.
The Service Concept
One service that follows the trip, instead of separate offers scattered across it.
Vodafone's travel-related services already existed, but customers met them one at a time. Vodafone Go connects them into a single journey: it helps travellers prepare before departure, adapts while they are abroad, and closes the loop when they return.
- 01
Before the Trip
- Explore
- Package Selection
- Package Creation
- 02
During the Trip
- Customized Homepage
- Campaigns
- Teams
- Memories
- Notifications
- 03
After the Trip
- Post-travel Review
Chapter 01
Before the Trip
Discovering, selecting and personalising the right travel services.
Before departure, the goal is orientation — knowing what a trip abroad will actually require, then choosing or building the right package with confidence instead of guesswork.
Found where customers already look
Vodafone Go starts inside the existing Vodafone app. Under “Usage Abroad”, a travel-guide entry opens everything a trip abroad asks for in one place.
- Health insurance
- Local currency
- Tourist information
- Consular information
- Standard roaming fees
Mailing
A reminder before departure
Two days before the trip, an email points back to the travel guide — places to visit, local food, the consulate and travel health insurance.
The same composition shows two push messages that arrive later, during the trip: the weather on arrival and the first-ride Uber offer at landing.
A short survey instead of a long price list
Choosing the right travel package was the single most confusing moment in the old experience — too many options, no clear way to tell what any of them meant for an actual trip. Vodafone Go resolves it with a short, guided survey: a few questions in, and the right package recommends itself.
People could not be sure about the packages they should buy.
Defining the “Her Yöne Pasaport” package for an unannounced line was its own unresolved problem.
Travel guide — find the right package
In-app prompt (translated): “Two days until your billing date. Would you like to use your remaining 120 min, 2 GB and 100 SMS on your trip?”
Ready-made, or built to fit
The list of additional travel packages ends in “Create your package”. Choosing monthly or daily, the traveller sets SMS, data and minutes with sliders and sees the total before buying.
Additional packages
Create your package
Chapter 02
During the Trip
A connected experience that adapts to the traveller.
Once travel starts, the app itself adapts — the homepage reflects the active package, proactive alerts surface at the right moment, and partner campaigns and group Teams discounts extend the network beyond Vodafone's own services.
The app changes when the trip starts
Once a travel package is added, the app's landing page is updated. Abroad, it opens on the bill, remaining minutes, data and SMS, and offers chosen for the trip.
Notifications across the journey
Tips and reminders arrive when they are useful — a reminder two days before departure, the weather on arrival, a partner offer at the airport.
Partner benefits, at the moment they matter
Partner campaigns make the network part of the trip: 20% off flight tickets paid with Vodafone Pay, with free seat selection, and 30% off the first Uber ride — called by scanning the flight ticket or choosing a date, even without mobile data at the gate.
Travelling as a team
Travellers form teams of four to five. The team earns a discount for each person it brings to Vodafone, and members can send each other data, call for free and share photos.
Photos from the trip are uploaded to the team's memories without using mobile data and stored in the Vodafone cloud.
Chapter 03
After the Trip
Extending the value of the service beyond the trip itself.
The journey doesn't end at the airport. A short post-travel review closes the loop — and the trip's photos, captured offline into Vodafone's cloud, turn the experience into something worth sharing.
A short post-travel review
- 01“Did you have any trouble getting additional packages?”
- 02“Did you have problems with communication?”
- 03“Did you come across any surprises on your bill?”
Sharing the trip: the photo collection and the team's memories map
Reflection
A brief for a loyalty program became a case for designing across an entire travel experience.
Vodafone Go is that shift made concrete — from a narrow product ask to a broader service opportunity, carried through research, reframing, and a working concept.
Jaliri
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