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:
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.
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: