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o2.co.uk - digital service strategy

Razorfish / 2012

For UK mobile telecommunication provider, o2, Razorfish London was asked to provide their vision for a service-level redesign across in-store and online consumer touch-points.

Below are a few snippets of the process I went through:

 The war room 

The war room 

my role: customer journey mapping

Over the course of the service, I mapped the customer's mental model (their internal thought-processes) against a traditional consumer lifecycle spanning the 18 month contract that most pay-monthly phone users held at the time. There was a large focus on customer retention more so than customer acquisition.

Supplementing secondary research provided from o2, we conducted our own primary research that focused on the then up-coming "omni-channel journey" trend (remember, this was 2012!). Driven by this approach, I created a "day in the life" journey for Fred, a personified customer who used a multitude of digital touch-points spanning phones, tablets as well as in-store digital kiosks to help him make the decision on whether to retain o2s service – or jump ship to a competitor!

my role: identify targets in the customer map

Using this model as a starting point, we then identified potential areas of improvement; the o2 website being just one of them, for o2 to capitalise upon. This approach formed the brunt of our approach:

 Consumer lifecycle for the o2 customer, Fred

Consumer lifecycle for the o2 customer, Fred

 Fred's mental-model at each phase of his lifecycle

Fred's mental-model at each phase of his lifecycle

 A 'day in the life': a 1-day scripted version of Fred's mental model

A 'day in the life': a 1-day scripted version of Fred's mental model

 Fred's mental model mapped to multi-channel touch-points 

Fred's mental model mapped to multi-channel touch-points 

 

my role: UI designs

To support this strategical approach and to help visually articulate how some of these new touch-points could manifest, I created a handful of blue-sky wireframes which were then turned in to Photoshop compositions, as shown below:

 Homepage logged in - phone upgrade available 

Homepage logged in - phone upgrade available 

  Homepage logged in - first   time joining o2

Homepage logged in - first time joining o2

  o2 Upgrade Academy - upgrade available - choose a handset

o2 Upgrade Academy - upgrade available - choose a handset

  o2 Upgrade Acade  my   - comparing handsets - one handset selected

o2 Upgrade Academy - comparing handsets - one handset selected

  o2 Upgrade Acade  my   - comparing handsets - three handsets selected

o2 Upgrade Academy - comparing handsets - three handsets selected

 Removing all the clutter - viewing a handset using pan and zoom 360 degree interactions

Removing all the clutter - viewing a handset using pan and zoom 360 degree interactions

  V  iewing a   handset with deep-dive contextual touch points

Viewing a handset with deep-dive contextual touch points