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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:

 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 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.

 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 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:

 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