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:
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:
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: