Client: O2 UK (Telefónica)
Timeline: September 2022 - March 2023
My Role: Lead UX Designer & Technical Integration Specialist
Team: O2 Creative Team, Product Stakeholders, API Partner, Software Development Team
Project Type: Full-time engagement, via Digital Transformation Agency
O2 wanted a time saving, low-resource concept to validate the integration of O2 Recycle into O2 without extensive user research or component redevelopment. My task was to design a seamless, stakeholder-ready prototype that integrated the trade-in journey into the acquisition flow, ensuring consistency with O2’s established design system, and utilising rigorous and efficient user research to inform the end product.
O2 aimed to consolidate its multiple digital experiences by integrating the O2 Recycle journey into the main O2 site. My product goal was to drive customers to trade-ins for mobile devices, incentivising users with discounted offers on new devices over an 18 or 24 month contract; all while reducing internal development overhead.
The business goal: Integrate trade-in offers directly into the device purchase journey to incentivise customers toward longer contracts (18-24 months) by highlighting trade-in value upfront.
Technical complexity: The integration required real-time API coordination with third-party services while maintaining O2's established design system consistency across multiple touchpoints.
Timeline pressure: O2 needed a validated concept quickly, without extensive user research or component redevelopment.
Validation & Technical Specification
I created interactive prototypes that demonstrated the full user journey with real API integration. These were tested internally and with selected external users to validate both user experience and technical feasibility.
Bridging the gap between design and development, I provided detailed specifications showing how the UI should adapt to different API responses and edge cases, ensuring smooth implementation.
Business Outcomes
Concept received unanimous stakeholder approval and was green-lit for full development
Prototype was deployed live to continue gathering user insights
Integration approach became the template for future O2 service consolidations