One gamified experiential Vodafone platform for all tools, learning and events

Project: UX + UI + wireframing

Role: UI designer

Industry: Telecommunications

Tools: Adobe Creative Cloud, Figma

Duration: 2016 to 2017

Discover: Understanding the problem

Vodafone’s recent acquisitions meant the company had an ongoing requirement around onboarding new businesses and staff, integrating new team members into the company culture and communicating Vodafone’s business ethos to them whilst providing ongoing education to existing employees and looking to retain both new and existing staff.

Define: Shaping the requirement

Gamification was identified as the core concept that would underpin Mission Digital and motivate teams throughout onboarding and education. The platform required a simple, uncluttered UI providing easy access to key actions and relevant information. A rewards system would incentivise teams throughout onboarding and education.

Develop: Realising the solution

The goal for Mission Digital was a single gamified experiential platform for all tools, learning and events. New team members would complete missions to pass through onboarding, alongside educational and refresher content for current staff.

Employees earned both XP and Digits by completing mission tasks, and a badge system further enhanced awards functionality with leaderboards promoting competition amongst teams. Real-world rewards meant staff could also work towards earning physical prizes.

A detailed registration form would provide accurate views on how and where users were coming in to the platform, with robust analytics charting staff journeys throughout their challenges.

Deliver: The result

The Mission Digital launch resulted in over 60% of Vodafone staff registering on the platform, with a higher rate of engagement amongst new members throughout the onboarding process.

Agile workshops, e-learning, digital and physical events meant staff retention saw significant improvement over the course of the initiative. The platform saw over 1,000 users registered after one week and has over 3,300 gamers today with 32,000 missions completed to date.

Mission Digital also secured four gold awards across Europe.