O2
- End-to-end digital product experience
In order to appeal to customers who appreciated increased flexibility, O2 decided to launch a new product to market called Rolling Plans. These are a set of sim-only plans which are entirely contract-free, with the advantage being that plan allowances refresh with every monthly automatic payment.
The product aimed to be digital-first with sign up and in-life management all carried out online.
Objective
My role was to create and manage what the end-to-end digital experience should be for this product.
I worked closely alongside commercial and proposition team counterparts to understand the vision for the product, including research that had been undertaken to help shape the proposition. We distilled this knowledge and information into a set of customer types and what their main jobs-to-be-done were. This would help us keep focused on designing the right experience to help those users achieve their goals.
Approach
With the user goals in mind, I also looked at competitor experiences around similar products to see how they presented their products and how they directed customers to the right journeys.
Working directly with the technical team and a content designer, we collaborated on mapping out all the key user journeys for each customer type. This allowed us to understand the major areas of focus, particularly painpoints we needed to address.
The user flows helped us identify that the area of the experience which had the potential to be the most complex was that of setting up the Rolling Plan as a first time user.
Initially in order to set up the plan, we had to validate the customer and their sim. Working with the technical team we worked out that the best way of doing this as a first slice was to direct the customer to sign up to My O2 in order to go through the existing plan validation journey. This would mean we could re-use most of the capability already built to do this, which helped minimise development effort. With tight deadlines this would prove valuable in terms of speed of delivery.
From there it was then a case of making sure the user could set up their plan and payment to activate the plan. Once customers logged in to their online account they would go into their plan dashboard, which for other types of plans includes things like allowances, bill amount and payment details.
We decided to replicate this experience for Rolling Plan customers reusing components that were already designed and built to present things like allowances and payment - particularly in-life, but equally in the case of a first time customer, to direct them to set up their payment in order to activate their Rolling Plan.
Working with the content designer to help formulate the content hierarchy, I was able to design a version of the My Account dashboard which focused on directing customers to set up their payment. By using existing components we aimed to set the expectations of the sort of information the user would see on the dashboard once their plan was activated.
For an in-life user I used the same page template to include the important information about their plan. Data and insight suggested that management options such as changing plan or updating payment details were the main priorities. We therefore prioritised creating these journeys as part of the first slice.
In order to reduce complexity, I put together a sitemap to look at where page templates could be re-used across journeys and customer types.
From this, I identified that multiple journeys required a confirmation page, so designed the variations based on a single page template using shared components.
During this process, I organised regular pairing and check-ins with the wider team, particularly technical, to present designs, gather feedback and iterate. This helped ensure everyone was bought into the experience, but also helped deliver the project within a very tight turnaround time.
Initial insight after launch of the first iteration showed positive customer engagement with journeys, particularly set-up which was the primary focus.
The launch of the first slice allowed us to understand further pain points and different edge cases, which allowed us to prioritise the next iteration of features in order to further improve the experience.
Results
