O2 Digital Transformation
Redefining the customer experience with scalable design and cross-team collaboration
Challenge
O2 set out to modernise their eCommerce and eCare logged in experiences, O2 Shop and MyO2, addressing fragmented journeys, disjointed UI patterns and inaccessible interfaces, especially around the checkout and device plan touchpoints.
Impact
Support tickets dropped by 30% post-launch, conversion rates improved and usability tests showed stronger clarity and consistency across journeys.
My role
Product feature designer (MyO2 & O2 Shop)
Context
O2’s digital transformation involved reworking both the logged-in eCare experience (MyO2) and the eCommerce flow (O2 Shop). I worked across both product and design system layers to make these journeys more intuitive, responsive and consistent, applying and evolving the Oxygen Design System components to improve cohesion, accessibility, reduce friction and improve customer satisfaction and conversion.
Clarifying the
Device Plan experience
Many O2 users struggled to understand their device plan due to unclear page structure, dense content and difficulties in navigating to it. What I did:
- Audited the existing experience and mapped UX pain points from customer feedback
- Simplified layout using progressive disclosure and clear content hierarchy
- Designed responsive product cards to visualise multiple devices within ‘bundle plans’
- Streamlined navigation to allow users to locate and manage all devices on a single page
- Applied and iterated Oxygen Design System components to ensure clarity and accessibility
The redesign led to intuitive device plan management and an improved end to end user journey.
Designing for reuse
and scale
The product card component I designed for MyO2 proved so effective that it was repurposed across journeys, most notably in the ‘Payment methods’ and ‘Basket summary’ flows. I worked closely with the eCare and eCommerce teams to ensure consistent UI behaviour, reduce duplicated effort and helped deliver a cohesive, branded experience that scaled across MyO2 and O2 Shop.
Outcome
The redesign improved device plan visibility, reduced support queries by 30% and enabled reuse of components across the O2 online ecosystem. The project reinforced the value of clarity across design, content and collaboration, and taught me how to use systems thinking to deliver scalable solutions from single components to full customer journeys.
Built with Oxygen: This feature used components from the design system I helped create.
