To set the project up for success, I led a shift in focus from “what features do we build?” to “how do we connect customer needs with commercial goals?”

With this in mind, we began by grounding the vision in real customer insight.

Vodafone’s new segmentation report revealed a high-value opportunity: families with children under 18 who owned multiple devices and valued safety, control, and togetherness. They represented one of Vodafone’s most loyal and profitable segments but were underserved by the existing app experience.