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Vodacom boosts the pace of marketing

By Future of Work, In the news, Service Design No Comments

While digital marketing is changing the way we advertise and communicate, some marketing and advertising processes seem stuck in the ’50s. Many agencies still use physical job bags and processes that resemble the industrial age rather than digital age ways of working, including more collaborative approaches and video conferencing replacing face-to-face meetings. As more tools, automation, and bots impact marketing departments, those that don’t adopt a future way of working will not only be left behind but become alarmingly less effective as they waste time doing tasks that can be done more efficiently.

As Vodacom SA continues its digital transformation drive, a key goal is to increase the pace of commercialisation of ideas into revenue-generating products. An important component of this is the faster turn-around of marketing from brief to campaigns deployed in market.

Knowing that a new agile marketing approach would increase demands on their marketing eco-system, the Vodacom marketing team identified the need to transform their systems and processes to increase the pace of work. Partnering with DYDX, a global product, and service design practice, a human-centered design approach was taken to reimagine how marketing could operate.

“New tools and ways of working are often scary even though they may have great benefits,” says Nevo Hadas, Partner at DYDX.  “Behavioural psychology shows that due to loss aversion, people are very sensitive to what they will lose, even if what they will lose is not really solving their problem well. We designed the onboarding and training processes to be iterative and support change management so that the users felt they had mastery over their changing environment.”

Within six months, seven agencies and four internal teams were on-boarded. The results have not only enabled better communication and faster issue resolution with agencies but are also providing key benchmarks for how efficiently the eco-system works, wastage reports and managing key SLAs. Marketers and product managers have better control over the process and save significant time from automated status views and exception reporting. Compliance also improves, reducing audit complexities.

“By mapping out the processes using service design, we saw a significant portion of time was lost in briefing, scheduling, coordinating and approving of creative work. Our new processes centered around reducing this waste.” Said Lana Strydom, Executive Head of Online and Self Service at Vodacom. While the new systems have a number of objectives and outcomes, most important is to achieve a better creative outcome by enabling agencies to spend more time in the creative processes and less time in admin or waiting for approvals. Delivering a better creative product to the market quicker.

People during a brainstorming session

Practical Service Design Short Course

By In the news

Cape Town Creative Academy, in partnership with DYDX (formerly &Innovation), is launching a new short course that will equip professionals, both in the private and public sector, with the knowledge and tools to facilitate and lead service (re)design, to improve customer and employee experiences. The course will be presented in Cape Town on Tuesday evenings over 9 weeks, with two Saturday workshops.

“Service design is booming globally as a highly sought-after skill. Service designers are critical for organizations to digitize by enabling different teams to work together to solve relevant customer problems. Service design is not pretty pictures but rather how we create new service experiences that delight customers and reduce operational cost. It requires creativity but not limited to being a creative” said DYDX managing partner, Nevo Hadas. He explains that the course includes two practical research projects that participants can choose from, one focussed on fintech and financial services and the other on public sector services. These practical, hands-on learning experiences will help integrate the theory into functional examples.

“This outstanding short learning programme is, again, proof of CTCA’s commitment to offering the latest in high-quality content, in partnership with the best-in-class industry leaders, such as DYDX”, said Francisca Gebert, chief executive officer of the Cape Town Creative Academy.

The Practical Service Design short course is aimed at professionals leading change and innovation within organisations or working to improve customer and employee experience – both in the private and public sector. Participants will gain the knowledge and confidence to apply service design methods and practices to further their career. This nine-week course starts on 8 October and will cost R14,999. The deadline for applications is on 4 October. For more information or to apply, visit

&Innovation evolves into DYDX

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Transforming for the future.

&Innovation, a globally recognised product and service design firm, is repositioning under the new name DYDX.

“The term ‘innovation’ has become a buzzword and most importantly, people confuse innovation with ideas – which are really only 10% of any project” says Nevo Hadas, Managing Partner at the Cape Town-based practice. “While we help our clients create new shareholder value, our practise’s strength is fundamentally rooted in change – helping businesses thrive in the new digital market. This is why DYDX was chosen, from the mathematical formula for calculating change.”

Rebranding to DYDX signifies a change in pace of growth, as they expand the global team of consultants and clients with three core offerings: Product and Service Design; Culture and Future of Work; and Digital Sales Optimisation. The practices help clients with digital transformation, both to gain new clients and revenue models, and to improve internal ways of working.

Founded in 2014 by Nevo Hadas and later joined by Geoff Cohen and Templar Wales, the business expanded rapidly to work with global and South African clients such as Vodacom, Woolworths, Travelex, Old Mutual, Pam Golding Properties, Honoris United Universities, Daily Mail, Ericsson, Sage, Visa, Smollan, Spice, Phillip Morris, MTN, Uber and many others.

“Over the past five years we have been fortunate enough to partner with clients on large projects through word of mouth, but mostly stayed under the radar,” Hadas concluded. “now we’re looking to accelerate our growth into Europe and across the African continent.”