Tozi

Client

Vodafone Foundation

Services

Inclusive Design, Design Leadership, Product Design, User Research, Brand Development

Role

Head of Design

Team

UX Researcher, 2 x Product Designer, Brand Designer, Product Manager

Awards

Tozi is a first-of-its-kind app designed to create a kinder, safer, and more loving digital world for young people. Developed in collaboration with Vodafone Foundation Ireland and Dublin City University’s Anti-Bullying Centre, Tozi provides reliable information and tools that help build essential digital wellbeing skills. The app offers a safe space where young users can explore interactive content, reflect on their emotions, and develop resilience in the face of cyberbullying.

Project Goals

Promote Healthy Online Behaviour: Empower users with resources that encourage positive digital interactions.
Digital Wellbeing Education: Provide engaging, educational content on topics like cyberbullying and digital citizenship.
Support Emotional Resilience: Create tools that help young users manage emotions and build self-awareness.
Global Scalability: Launch in the UK and Ireland with plans for international expansion.

Phase 1

Problem Shaping

This phase focused on defining the foundational elements of the Tozi project. Through extensive workshops and collaborative sessions, the team established the core vision, goals, and hypotheses that would guide the project forward. Key decisions around target audience, content strategy, and mentorship models were made during this critical stage.

Product Vision & Goals Workshop: Defined vision, goals, and measurement criteria. Key insights included the hypothesis that pairing young victims of cyberbullying with trusted mentors could enable earlier intervention. Additionally, decisions were made to target the 11-14 age group, based on research indicating this demographic faces unique online challenges. The importance of compelling content for user engagement was also highlighted, shaping future content strategies.
Brand Personality & Naming Workshop: Established the brand heart, defining values such as inclusivity, bravery, and kindness. The final name, “Tozi,” was selected, representing healing and truth, aligning with the app’s mission to promote digital wellbeing.
Value Proposition & Competitor Analysis: Clarified Tozi's unique position in the digital wellbeing space. This phase identified the need for educational resources and a safe online community, setting Tozi apart from competitors.

Phase 2

Solutions Discovery

With a clear understanding of the problem space, this phase focused on exploring potential solutions. Collaborative sessions helped refine core features, user journeys, and visual direction. The goal was to align the design with user needs and preferences identified in earlier research.

Studio Sessions: Collaborative design sessions generated early concepts, including the creation of the "Cosmos" interactive content hub and the "My Space" personal reflection area. These concepts emerged from user feedback emphasizing the need for engaging, diverse content and private spaces for self-expression.
Lean User Flows: Mapped full user journeys in low-fidelity wireframes. The flows accounted for user desires for easy content exploration and emotional check-ins.
Creative Direction: Defined Tozi’s approachable and positive tone of voice, supported by vibrant visual elements derived from brand guidelines. The design emphasized flexibility to cater to a diverse, global user base.
Brand Toolkit Creation: Compiled comprehensive brand guidelines, including typography, colour palette, and iconography. The toolkit reflected user preferences for bold, playful visuals that resonate with younger audiences.

Phase 3

Solution Validation

This phase was dedicated to testing and validating the proposed solutions. High-fidelity prototypes were developed and subjected to rigorous user testing. Feedback collected during this stage directly influenced design refinements, ensuring the final product met user expectations and requirements.

Research Methods:

Workshops: Conducted with Vodafone Foundation, DCU, and user groups to shape product vision and goals.
User Testing: Surveys and concept validation with participants aged 10-16.
Collaborative Research: In partnership with DCU, leveraging existing research on cyberbullying.

Key Insights:

User Preferences: Users desired engaging content, such as podcasts, quizzes, and videos.
Emotional Support Needs: Journaling and self-reflection features were valued, though not universally preferred.
Accessibility Considerations: Flexible UI components and multi-language support were essential for global reach.

Phase 4

Agile Design Delivery

The final phase focused on delivering a scalable, production-ready design through agile sprints. The team prioritized continuous validation and feedback integration, ensuring the product remained aligned with user needs throughout the development process.

Design System v0.1: Developed foundational UI components and design principles in Figma. The system was designed with global scalability in mind, incorporating multi-language support and accessibility features.
Agile Sprint Delivery: Delivered design artefacts incrementally for engineering handover. Sprint reviews included continuous validation with user groups to ensure evolving designs met user needs.
Continuous Validation: Ongoing user testing ensured alignment with target audience needs. Insights from validation cycles informed refinements in UI design, content presentation, and accessibility enhancements.

IMPACT

1,000+ downloads within the first month. 4.8/5 rating on the Apple App Store. Fostered safer online environments and encouraged digital citizenship. Ongoing rollout plans for additional global markets.

Final thoughts

Tozi exemplifies how thoughtful, human-centered design can address complex social challenges. Through strategic partnerships, agile processes, and an unwavering commitment to digital wellbeing, Tozi empowers young people to navigate the digital world with confidence, kindness, and resilience.