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o2.co.uk - Service-level strategy / site redesign

Razorfish / 2011

For UK mobile telecommunication provider, o2, Razorfish London was asked to pitch their vision of a service-level strategic redesign for o2.co.uk and their in-store consumer touch-points kiosk system.

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

War room environment for collaboration between Strategists, UX, Researchers and Designers 

War room environment for collaboration between Strategists, UX, Researchers and Designers 

I mapped the users 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. Focus was prioritised on customer retention over acquisition.

I designed up a 'day in the life' journey for 'Fred', a personified o2 customer who used a multitude of digital touch-points (phone application, tablet and desktop website, store kiosks) in his interactions with o2.

We identified potential areas of improvement, the o2 website being just one of them, for each of these touch-points for o2 to capitalise upon.

Consumer lifecycle for the o2 customer, Fred

Consumer lifecycle for the o2 customer, Fred

Fred's mental-model (needs and pains) at each phase of his lifecycle

Fred's mental-model (needs and pains) 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 route mapped to multi-channel touch-points 

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

To support the strategical offering, and to help visually articulate how some of these touch-points manifested, I also created a number of blue-sky wireframes which eventually were 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 Academy - comparing handsets - one handset selected

o2 Upgrade Academy - comparing handsets - one handset selected

o2 Upgrade Academy - 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

Viewing a handset with deep-dive contextual touch points

Viewing a handset with deep-dive contextual touch points