Vodafone
Redesigning Vodafone’s iconic Top 10 Table
2016
Industrial Design
About
The Top 10 Table was an iconic element in Vodafone’s retail identity, drawing in customers to try the latest devices. The goal of the table was to showcase bestselling items by allowing customers to try out live devices. This in turn opened up opportunities for a natural conversation with staff.
But as Vodafone shifted their focus from selling physical devices to selling services, the table needed an update.
As the industrial designer on the team at FITCH Mumbai, I was tasked with updating the table to reflect Vodafone’s new focus, while reducing the amount of rework of existing fixtures, and working with the existing retail design language.
Design Concept
The Top 10 Table was renamed “Discovery Zone” to reflect the transition from a place to sell physical devices, to a space to explore new services and offerings.
The design retained the base of the table, but added new surface elements to group related services and features. Different colors were used to differentiate different kinds of services, while the Red Rhombus that’s a major part of Vodafone’s brand identity was used to highlight a particular service.
The design was also adapted to both a circular version, similar to the current tables, as well as an elongated version to work in different store layouts.
This simple, but effective update to a core element of Vodafone’s retail design was implemented in all Vodafone stores across India.