This project focused on refreshing the look and feel of the O2 Priority app and web based on their new brand guidelines and toolkit.
A refreshed O2 Priority experience
Client
Virgin Media O2
Experience Architect
2024
Role
Year
This project focused on refreshing the look and feel of the O2 Priority app and web based on their new brand guidelines and toolkit.
A refreshed O2 Priority experience
Experience Architect
Role
Virgin Media O2
Year
2024
Client
This project focused on refreshing the look and feel of the O2 Priority app and web based on their new brand guidelines and toolkit.
A refreshed O2 Priority experience
Client
Virgin Media O2
Experience Architect
2024
Role
Year
Priority sits at the heart of the Virgin Media O2 (VMO2) brand and It's a way of gifting the loyal customers by making them feel special.
My work with O2 focused on the regular UX upkeep of the Priority experience. For this particular project I was given the chance to improve the user experience as well as the UI design of Priority following the updated O2 brand guidelines.
Intro
The main purpose of the rebrand is to:
Bring more energy and excitement to the core brand
Add a premium look & feel
Make the Priority branding closer to the O2 master brand
Move towards having motion and movement
Goals
Using the updated brand guidelines as a starting point I started looking at other telecommunication companies and the digital and loyalty experiences they provide their customers. I looked further afield at companies like Tescos, Vitality and Starbucks to explore their loyalty offering as a means to explore how Priority could be improved.
Working alongside internal teams like marketing, content and partnerships at VMO2 I explored how the new tone of voice could be expressed through a Priority experience that felt both new to the user but also retained some of the features and feelings created by the existing experience.
Research
Working with the brand team we created a process for delivering the rebrand across the Priority app and web. This required practicing design skills outside of my typical UX role to deliver batches of redesigned components in quick sprints. It was important that we tested all of the changes made against accessibility and maintained a high level of design standards as we worked in a fast-paced environment.
With limited development capacity and a short timeframe it was important that communication between us and the developers was kept seamless. This phase of the project allowed me to practice and improve upon skills such as creating design systems, working closely with a developer team and project managing the quick sprints.
Process
As a result of the work I did on Priority, internal O2 product teams now use a consumer lifestyle blueprint to understand user preferences which has resulted in Priority users having a more personal experience. Rewards that mirror user interest are easier to find and incentives can be used immediately or saved for future use.
I created comprehensive user journeys to map the experiences of VMO2's core audience types and find pain points that could be addressed using the updated user experience.
Experience Design
The development of the work was split into two phases:
The first phase involved working alongside a designer to apply the rebrand to the entire Priority component library, meeting tight batch deadlines. This involved implementing the new brand with minimal development effort and required us to keep changes to the structure of the components to a minimum.
The second phase was to fully refresh the app's look and feel to align with the new brand's vision. This phase involved structural changes to the components and explored the development of new experiences and functions for Priority customers.
Product Development
I helped to reset the standard of rewards with a pivot from product features to customer outcomes. With customer voices at the heart of Priority, the approach leads ongoing success across business change, helping onboard 429,000 Virgin Media users post-merger over 2023.
I worked on the account for ten months and during that time helped to create a customer-focused app strategy for VMO2, re-design the experience and interface for the joint venture between Virgin Media and O2, as well as driving future product strategy, audience understanding and the streamlining of roadmap UX problems including high volume ticket releases for upcoming concerts at the O2 venues.
Overview
Priority sits at the heart of the Virgin Media O2 (VMO2) brand and It's a way of gifting the loyal customers by making them feel special.
My work with O2 focused on the regular UX upkeep of the Priority experience. For this particular project I was given the chance to improve the user experience as well as the UI design of Priority following the updated O2 brand guidelines.
Intro
The main purpose of the rebrand is to:
Bring more energy and excitement to the core brand
Add a premium look & feel
Make the Priority branding closer to the O2 master brand
Move towards having motion and movement
Goals
Priority sits at the heart of the Virgin Media O2 (VMO2) brand and It's a way of gifting the loyal customers by making them feel special.
My work with O2 focused on the regular UX upkeep of the Priority experience. For this particular project I was given the chance to improve the user experience as well as the UI design of Priority following the updated O2 brand guidelines.
Intro
The main purpose of the rebrand is to:
Bring more energy and excitement to the core brand
Add a premium look & feel
Make the Priority branding closer to the O2 master brand
Move towards having motion and movement
Goals
Using the updated brand guidelines as a starting point I started looking at other telecommunication companies and the digital and loyalty experiences they provide their customers. I looked further afield at companies like Tescos, Vitality and Starbucks to explore their loyalty offering as a means to explore how Priority could be improved.
Working alongside internal teams like marketing, content and partnerships at VMO2 I explored how the new tone of voice could be expressed through a Priority experience that felt both new to the user but also retained some of the features and feelings created by the existing experience.
Research
Using the updated brand guidelines as a starting point I started looking at other telecommunication companies and the digital and loyalty experiences they provide their customers. I looked further afield at companies like Tescos, Vitality and Starbucks to explore their loyalty offering as a means to explore how Priority could be improved.
Working alongside internal teams like marketing, content and partnerships at VMO2 I explored how the new tone of voice could be expressed through a Priority experience that felt both new to the user but also retained some of the features and feelings created by the existing experience.
Research
Working with the brand team we created a process for delivering the rebrand across the Priority app and web. This required practicing design skills outside of my typical UX role to deliver batches of redesigned components in quick sprints. It was important that we tested all of the changes made against accessibility and maintained a high level of design standards as we worked in a fast-paced environment.
With limited development capacity and a short timeframe it was important that communication between us and the developers was kept seamless. This phase of the project allowed me to practice and improve upon skills such as creating design systems, working closely with a developer team and project managing the quick sprints.
Process
Working with the brand team we created a process for delivering the rebrand across the Priority app and web. This required practicing design skills outside of my typical UX role to deliver batches of redesigned components in quick sprints. It was important that we tested all of the changes made against accessibility and maintained a high level of design standards as we worked in a fast-paced environment.
With limited development capacity and a short timeframe it was important that communication between us and the developers was kept seamless. This phase of the project allowed me to practice and improve upon skills such as creating design systems, working closely with a developer team and project managing the quick sprints.
Process
As a result of the work I did on Priority, internal O2 product teams now use a consumer lifestyle blueprint to understand user preferences which has resulted in Priority users having a more personal experience. Rewards that mirror user interest are easier to find and incentives can be used immediately or saved for future use.
I created comprehensive user journeys to map the experiences of VMO2's core audience types and find pain points that could be addressed using the updated user experience.
Experience Design
As a result of the work I did on Priority, internal O2 product teams now use a consumer lifestyle blueprint to understand user preferences which has resulted in Priority users having a more personal experience. Rewards that mirror user interest are easier to find and incentives can be used immediately or saved for future use.
I created comprehensive user journeys to map the experiences of VMO2's core audience types and find pain points that could be addressed using the updated user experience.
Experience Design
The development of the work was split into two phases:
The first phase involved working alongside a designer to apply the rebrand to the entire Priority component library, meeting tight batch deadlines. This involved implementing the new brand with minimal development effort and required us to keep changes to the structure of the components to a minimum.
The second phase was to fully refresh the app's look and feel to align with the new brand's vision. This phase involved structural changes to the components and explored the development of new experiences and functions for Priority customers.
The development of the work was split into two phases:
The first phase involved working alongside a designer to apply the rebrand to the entire Priority component library, meeting tight batch deadlines. This involved implementing the new brand with minimal development effort and required us to keep changes to the structure of the components to a minimum.
The second phase was to fully refresh the app's look and feel to align with the new brand's vision. This phase involved structural changes to the components and explored the development of new experiences and functions for Priority customers.
Product Development
The development of the work was split into two phases:
The first phase involved working alongside a designer to apply the rebrand to the entire Priority component library, meeting tight batch deadlines. This involved implementing the new brand with minimal development effort and required us to keep changes to the structure of the components to a minimum.
The second phase was to fully refresh the app's look and feel to align with the new brand's vision. This phase involved structural changes to the components and explored the development of new experiences and functions for Priority customers.
Product Development
I helped to reset the standard of rewards with a pivot from product features to customer outcomes. With customer voices at the heart of Priority, the approach leads ongoing success across business change, helping onboard 429,000 Virgin Media users post-merger over 2023.
I worked on the account for ten months and during that time helped to create a customer-focused app strategy for VMO2, re-design the experience and interface for the joint venture between Virgin Media and O2, as well as driving future product strategy, audience understanding and the streamlining of roadmap UX problems including high volume ticket releases for upcoming concerts at the O2 venues.
Overview
I helped to reset the standard of rewards with a pivot from product features to customer outcomes. With customer voices at the heart of Priority, the approach leads ongoing success across business change, helping onboard 429,000 Virgin Media users post-merger over 2023.
I worked on the account for ten months and during that time helped to create a customer-focused app strategy for VMO2, re-design the experience and interface for the joint venture between Virgin Media and O2, as well as driving future product strategy, audience understanding and the streamlining of roadmap UX problems including high volume ticket releases for upcoming concerts at the O2 venues.
Overview