Vodafone is the world’s leading mobile telecommunications company, providing a wide range of services including voice and data communications.
In early 2005, Vodafone began a research program to systematically compare the performance of handsets with “vanilla” (vendor-supplied) user interfaces, user interfaces customized by competing operators and Vodafone live! user interfaces.
I led the research across UK, Germany and Italy over the course of two months. We measured key performance indicators across 8 participants and 10 use cases for each handset including time on task, success rate and participant assessment of difficulty after completing each use case. The results allowed us to assess which customizations had the best and worst overall performance and to pull out best practice examples that Vodafone could apply to their own customizations.