PROJECT
O2 PRIORITY
AGENCY
R/GA
ROLE
LEAD DESIGNER
CONTRIBUTION
PRODUCT DESIGN
VISUAL IDENTITY
PROTOTYPING
DESIGN SYSTEM
DESIGN GUIDELINES
YEAR
2017
INDUSTRY
TECHNOLOGY
TELLECOMMUNICATIONS
Premium service exclusive to O2 customers. Delivering the latest offers from high street brands, tickets, experiences and invite-only access to the most exciting entertainment. A modern and fresh visual identity with a scalable interface.
01.
Context
The O2 Priority app has faced numerous negative reviews, leading to a decline in its user base due to poor user experience. Addressing these issues is a business priority as part of a strategic initiative to improve user satisfaction and boost retention. This also presents an opportunity to position the design for scalability and introduce a refreshed user experience as well as new features for the product. User retention is a major issue in telcos because most of them are price-sensitive. How can we make the users feel like they are getting more value for their money? The biggest fidelity plan in the UK. The goal is to design a modern, scalable interface with a mobile-first approach. Key objectives include future-proofing the platform for updates, ensuring scalability and adaptability, creating a sense of achievement and personalisation, enhancing daily engagement, and creating a warmer, more dynamic experience. The main challenge is to implement these changes in the upcoming product version without disrupting the current user base. The first step involves a visual refresh and key experience improvements, laying the foundation for continued feature development throughout the year.
02.
Approach
We consider all prior designs for the product, especially the current version of the app, which plays a crucial role in helping us understand the data and identify pain points in the user experience. The design approach aligns with the O2 Priority brand, managed by an external agency, translating its physical identity into a cohesive digital experience. We work closely with iOS and Android engineers to ensure high-quality builds and accelerate product delivery. Collaboration with the product owner and content creation team helps us align with the feature roadmap and understand the internal content development process. Our key priorities include addressing existing navigation challenges and incorporating new key features for the MVP release. We also involve the brand agency throughout the process to maintain consistency in the updated design identity. Finally, we craft design components with platform-specific considerations, streamlining implementation across both iOS and Android.
03.
Outcome
The MVP release not only addresses key issues from the previous user experience but also introduces a revitalised design system that can be extended to other O2 products. A streamlined process for asset and content creation has been implemented, leading to cost savings and a more efficient workflow for the content team. This optimisation has significantly reduced the workload by 70%, allowing the team to focus on more strategic tasks. The result is a 56% increase in positive feedback on the App Store and a 48% increase on Google Play.
+56%
Increase in positive feedback on the App Store.
+48%
Increase in positive feedback in Google Play.
-70%
Reduction time on asset content creation process.
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⸺ The success of this project highlights a strong commitment to efficiency through cross-functional team collaboration. The goal is to continuously refine processes to deliver better results and exceed both user and business expectations.
04.
Strategy
The primary objective of the MVP is to improve user experience by addressing navigation issues and enhancing the overall design with a refreshed user interface. Key improvements include new features like a calendar and filters to optimise event-related content. These enhancements are carefully developed by analysing both the strengths and weaknesses of previous versions and incorporating valuable customer feedback. Close collaboration with iOS and Android developers ensures a high-quality build. The team works closely with the product owner and content creation team to implement a streamlined process for generating assets for O2 Priority. This approach not only reduces costs but also significantly optimised the content team’s workflow. As a result, the team can now allocate resources more efficiently, focusing on higher-priority tasks.
05.
Design Direction
The O2 Priority Portal serves as a central brand touchpoint, and the design approach seamlessly extends its signature colours and gradients to maintain brand consistency while elevating the overall user experience. The goal is to create a modern, premium aesthetic that remains true to the O2 Priority identity while introducing a refreshed look that resonates with users across digital platforms. Key brand elements are thoughtfully integrated into the product, deliberately avoiding overly curvy, bubbly, or excessively glowing motifs that can feel dated or overwhelming. Instead, the design adopts a more refined neon glow aesthetic, striking a balance between visual vibrancy and elegance. Subtle gradients are strategically applied to key interface components, enhancing the sense of depth and sophistication without distracting from usability. This careful treatment of visual elements ensures that the refreshed product identity aligns with the broader O2 brand while feeling distinctively modern and digitally optimised. The updated identity is also designed with scalability in mind, making it adaptable for future rollouts across other O2 Priority products, such as the O2 Portal website and additional digital touch points. By maintaining a cohesive visual language, the brand can deliver a consistent and engaging experience for users across multiple platforms. In addition to enhancing aesthetics, this design refresh sets the foundation for a more unified brand experience, where every touchpoint, from the mobile app to the web portal, embodies the same high-quality and premium feel.
The O2 Priority Portal is a key brand element, and the design approach extends its distinctive colours and gradients to create a cohesive and premium aesthetic across the product’s identity. The key brand elements are subtly integrated, avoiding overly curvy, bubbly, or excessively glowing features. Instead, the imagery adopts a neon glow aesthetic, with subtle gradients strategically applied to select interface elements. This refreshed product identity is designed to be easily rolled out across other O2 Priority products, including the O2 Portal website ●
Credits
Samuel Viani ⸺ Lead Designer
Ben Carpenter ⸺ Account Manager
Charbel Akhras ⸺ Senior UX Designer
Daniel Nieuwenhuizen ⸺ Creative Director
Jessica Briggs ⸺ Producer
﹢Cross-functional team collaboration
O2 Priority ⸺ Product Owner, Stakeholders, Content Creation & Engineers
Landor ⸺ Brand Agency
Duration
12 weeks
Agency
R/GA
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