Three | Designing the biggest telecom’s merger in the UK

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RESPONSIBILTIES:
1 of 3 entrusted User Experience Designers from Three tasked with moving Three’s brand into Vodafone’s world

WHEN:
2025 into 2026

OVERVIEW:
Bringing together 2 of the largest UK telecommunication’s brands under one brand and technology stack

Context:
I was 1 of the 3 User Experience experts put forward for the 3onV project. Undertaking the huge task of understanding both companies design languages, processes and aims. My goal was to review key journeys, components and technology stacks to understand and create the process for delivering a seemless transition to Vodafone’s tech stack in line with customer day 1 while keeping Three looking, feeling and operating as it should

Impact

Clear & concise framework ready for building Three on Vodafone’s systems ensuring the experience remained on-brand, functional and visually consistent
Delivered enhancements throughout the journeys as part of the technology transition, improving usability and design quality
Proactive identification of key user journey pain points ahead of launch, reducing risk and informing delivery teams early to minimise impact on go live
Documented and communicated a clear rationale behind all design decisions, ensuring alignment across stakeholders and development teams
Defined a long term roadmap for continuous improvements and evolution of both brands digital experiences

Various stages of component assetment, concepting and development for Card systems on Vodafone’s technlogy stack

One of many A/B tests carried out during the component development process

Role:
Initially the project was solely focused on us understanding Vodafone’s systems and the potential for us to evolve what we had while moving Three’s components over. I interfaced directly with Vodafone Design Team, Design System team and dev’s to understand what was possible and formulate a plan on how we could deliver key components such as Cards (Which contained 1000’s of variables in itself).

From building out that intial baseline I led show and tell sessions to explain the rationale of how we were pulling the components over but including improvements through that process. Through multiple sessions I indenfied further considerations and highlights additional things the business needed to consider when the switch was taking place.

Post a handful of user testing sessions I had a clear vision of how I would cascade components over into Vodafone’s systems and made time ahead to allow further user testing to take place as we delivered components in stages.

Design Process:
1. Research & Insight

Understood Vodafone’s Design System and challenges
Formulated plans for assessing specific key components
Worked alongside Vodafone’s team to understand their journeys and build capabilities

2. Experience Redesign

Assessed key components alongside learnings from both Three & Vodafone
Created MVP for key Three components built using Vodafone structures
Identified opportunities for test and learn sessions

3. Iterative Delivery Plan

Progressive rollout plan created for key components being created in stages
Long term plan for additional improvements to select components

Finalised examples of Three website created entirely with Vodafone components