o2.co.uk - digital service strategy pitch
Razorfish / 2012
For UK mobile telecommunication provider, o2, Razorfish London was asked to pitch their vision of a service-level redesign for o2 across both 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 process) against a traditional consumer lifecycle spanning the 18 month contract that most pay-monthly phone users held at the time. There was a focus on customer retention more so than customer acquisition.
Using predominantly secondary research (provided from o2), alongside new market research, 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.
I 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 the pitch.
my role: UI designs
To support the strategical approach above, and to help visually articulate how some of these new touch-points manifested, I also created a number of blue-sky wireframes which were then turned in to Photoshop compositions: