Vodafone’s Virtual Assistant, TOBi

Vodafone Group Plc is a British multinational telecommunications company. They are the largest Mobile and Fixed Network Operator in Europe with over 300 million mobile customers and more than 27 million fixed broadband customers. Their customer-facing AI Assistant TOBi handles around 1 million conversations on a daily basis and is live in 15+ markets across multiple channels, including App, Web, WhatsApp, Facebook and Voice.

Vodafone Group asked CDI to help shape the creation of a design framework for TOBi designers across all markets. The goal: to drive a consistent and unique TOBi customer experience across all channels, meeting the user needs, and aligning the broader company mission.

Covering both chat and voice channels, the main objective of the framework was to become a go-to resource for Conversation Designers at Vodafone, covering TOBi’s Purpose, Experience principles & personality, and Conversation Design guidelines and best practices.

CDI assisted the Experience Designers at Vodafone Group throughout the process by:

1. Reviewing the first drafts of the Experience Framework
2. Providing suggestions on how to further shape TOBi’s Principles and Experience definition
3. Collaborating on the Conversation Design best practices examples

We were able to give meaningful input for much of the experience framework’s content. We offered feedback and suggestions that were comprehensive and applicable, detailed, and pragmatic. 

In addition to advising and helping with the iteration of the experience framework, CDI also provided a detailed list of all the fundamental copywriting principles for voice and chat, and collaborated on positive and negative examples to demonstrate how these Design Fundamentals should be reflected in TOBi’s responses.

By successfully developing this framework, Vodafone Group now offers clear guidance on how to design for the TOBi experience on all channels, across all markets.