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Live work: O2 Digital transformation

clippings from the O2 website and app

From April 2019, through to June 2023, we built out the design team within O2’s digital transformation programme called ‘360’.

We joined forces with O2 to create a team of UX, UI, Copy and Project/Scrum Management, who scaled up and down as the programme’s needs changed. It was a challenging environment to work within as we had to navigate hundreds of stakeholders, working with an overseas development partner and unrefined requirements.

The team worked across a number of platforms, including the main customer eCommerce shop, customer account management (My O2 web), in-store point of sale system, identity and verification system and the customer service system. 

We continuously took a Design Thinking approach, putting the customer first and ensuring that our work was being tested by customers, reviewed by stakeholders, and assessed by tech and compliance colleagues.

In order to power a large design team, we established the Oxygen Design System, which maintained efficiency and consistency across around 50 designers over the course of 4 years.

Online shop

We redesigned O2’s dedicated e-commerce platform — where new and existing customers can purchase devices, accessories, and sim plans online. The team created a high-level journey map detailing the key features to structure the experience. Upon completion, these were used to create wireframes that were validated through user testing. We worked closely with development teams to reduce complexity and allow even more additional features to be delivered ahead of time.

O2 website open on phones
O2 websites previewed on different devices
My O2 website

To enhance customer experience and reduce churn rate, we undertook the task of optimising the My O2 website, their online platform for account management. The legacy system faced challenges with service access, product addition, and customer support. Through dedicated workshops and comprehensive user journey analysis, we revamped the platform's core information architecture, identifying key pain points. Additional research and user testing led to the implementation of essential functionalities and features. Users can now efficiently resolve issues without the need to contact a support agent, leading to a more streamlined and user-friendly platform.

ePOS: In-store point of sale system

This is a vital in-store system for staff to sell products like devices and sim-only plans to customers. Our goal was to align staff experience with the online sales website while adding staff-exclusive features. We simplified the system and integrated staff instructions. Our design thinking process optimised the sales journey, keeping it closely aligned with the online store. Notable features included scanning physical products, reserving in-store items for 30 minutes, and improving device capacity upselling.

Sample information about scanned iphone 11 product
a sample of the payment calendar on the device
Customer Service Representative Dashboard

Their ‘CSRD’ platform is a critical component of their customer service offering. We worked with an ‘off-the-shelf’ platform and defined and directed the brand experience across the interface - from colour palette, fonts and icons to copy.

Oxygen Design System

The ‘ODS’ includes UI components and templates, as well as best practice documentation on how to leverage the power of Figma to build user-friendly interfaces and layouts. By creating the design system in Figma, we are able to ensure consistency and accessibility across all our design projects, while allowing for better communication and productivity within the team.

example of UI components used for the O2 campaign

See our work, live!

The full purchase journey is now live and easy to access, from the product listing page, product details page, configuration, basket and checkout.

Visit O2 360 eComm Shop

Let's talk

Got a creative business challenge that’s looking for a breakthrough idea? Or, perhaps you’re interested in joining our collective of digital pioneers? Maybe you just want to know a little more about what we do. In any case, we’d love to hear from you.