Ed Carroll

Fighting crime with service design

Service Design | Fraud Reduction | Cross-functional collaboration

I was enlisted by Vodafone’s internal cyber security team to help combat a sophisticated man-in-the-middle fraud operation causing significant harm to both our customers and brand.

I used hyper-detailed service blueprinting to help stakeholders understand where the fraud was occurring, and led a joined up approach to prioritise closing the gaps.

In addition to helping the business avoid £7.8m in annual losses, I won gold at the European Contact Centre & Customer Service Awards 2024!

Leading omni-channel product discovery to drive growth in app usage at Vodafone

Service Design | Discovery | Growth

As a Service Design Manager in Growth & Innovation, I led the Discovery phase on an organisation-wide initiative to grow usage of My Vodafone app.

I aligned cross-functional partners across the business on a concise, memorable shared understanding of the as-is experience, the main challenges, and key ambitions for future change.

My work formed the basis for our product teams to deliver in-year double-digit percentage growth.

Helping 18 million Vodafone customers smoothly switch to eSIM

Experience Design | Enterprise | Insight-Driven

As phone manufacturers began offering smartphones with eSIM capability, Vodafone started to move all UK customers away from physical SIM cards.

In my role as Experience Design Manager, I led insight-driven discovery and delivery to support this corporate strategy. Cross functional partners included UX designers (app, web, chatbot and support), product, marketing, operations and GTM functions.

My work enabled a simple & resilient experience, educating customers and enabling agents to support where needed.

The intuitive and straightforward experience drives significant operational cost reduction and positive NPS month-on-month.

Leading design at AirPortr, a new way to travel ‘bag-free’

Product Design | Scale-up | Growth

AirPortr provides an innovative service for passengers to have their luggage collected from their home and checked in the day before their flight, leaving them to travel ‘bag-free’ to the airport.

In my role, I led design to define customer experience for this greenfield ‘bag drop from home’ product, while also owning end-to-end product design for the mobile app used by drivers and agents.

This design enabled scalable growth from beta test to +150k customers across 3 airlines: British Airways, American Airlines, and EasyJet.