Virgin Media O2

Virgin Media O2

Virgin Media O2

Streamlining Device Trade-Ins for Revenue Growth

Streamlining Device Trade-Ins for Revenue Growth

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

Project Overview.

Project Overview.

Project Overview.

Project Overview.

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.

The Challenge & Context.

The Challenge & Context.

The Challenge & Context.

The Challenge & Context.

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.

O2 wanted to embed a multiple step user flow into a single card widget on their main O2 website without page refresh.

My Strategic Approach.

My Strategic Approach.

My Strategic Approach.

My Strategic Approach.

Rapid Discovery & Stakeholder Alignment
I facilitated intensive workshops with O2's internal team and external API partners to understand both business requirements and technical constraints. My background in frontend development proved crucial in quickly grasping the API integration challenges and timeline implications.

Rather than building a completely new experience, I could leverage O2's mature design system to create high-fidelity prototypes immediately, bypassing typical wireframing phases saving both time and budget.

Rapid Discovery & Stakeholder Alignment
I facilitated intensive workshops with O2's internal team and external API partners to understand both business requirements and technical constraints. My background in frontend development proved crucial in quickly grasping the API integration challenges and timeline implications.


Rather than building a completely new experience, I could leverage O2's mature design system to create high-fidelity prototypes immediately, bypassing typical wireframing phases saving both time and budget.


Dynamic Integration Design
The core challenge was making trade-in offers feel integrated rather than bolted on. I designed a progressive disclosure system that revealed trade-in value at optimal moments in the purchase journey; after device selection but before plan commitment, to maximise impact on decision-making.

My technical understanding allowed me to design realistic interactions that accounted for API response times and potential failures, ensuring the core purchase journey remained uninterrupted even when trade-in services were unavailable.

Rapid Discovery & Stakeholder Alignment
I facilitated intensive workshops with O2's internal team and external API partners to understand both business requirements and technical constraints. My background in frontend development proved crucial in quickly grasping the API integration challenges and timeline implications.


Rather than building a completely new experience, I could leverage O2's mature design system to create high-fidelity prototypes immediately, bypassing typical wireframing phases saving both time and budget.


Dynamic Integration Design
The core challenge was making trade-in offers feel integrated rather than bolted on. I designed a progressive disclosure system that revealed trade-in value at optimal moments in the purchase journey; after device selection but before plan commitment, to maximise impact on decision-making.

My technical understanding allowed me to design realistic interactions that accounted for API response times and potential failures, ensuring the core purchase journey remained uninterrupted even when trade-in services were unavailable.

Rapid Discovery & Stakeholder Alignment
I facilitated intensive workshops with O2's internal team and external API partners to understand both business requirements and technical constraints. My background in frontend development proved crucial in quickly grasping the API integration challenges and timeline implications.


Rather than building a completely new experience, I could leverage O2's mature design system to create high-fidelity prototypes immediately, bypassing typical wireframing phases saving both time and budget.


Dynamic Integration Design
The core challenge was making trade-in offers feel integrated rather than bolted on. I designed a progressive disclosure system that revealed trade-in value at optimal moments in the purchase journey; after device selection but before plan commitment, to maximise impact on decision-making.

My technical understanding allowed me to design realistic interactions that accounted for API response times and potential failures, ensuring the core purchase journey remained uninterrupted even when trade-in services were unavailable.

Existing design system components I adapted through discussions with O2s creative team and Figma design system.

Dynamic Integration Design
The core challenge was making trade-in offers feel integrated rather than bolted on. I designed a progressive disclosure system that revealed trade-in value at optimal moments in the purchase journey; after device selection but before plan commitment, to maximise impact on decision-making.

My technical understanding allowed me to design realistic interactions that accounted for API response times and potential failures, ensuring the core purchase journey remained uninterrupted even when trade-in services were unavailable.

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.

Interactive prototyping was developed in order to display the user flow on the parent site for O2 approval.

The Results & Strategic Impact.

The Results & Strategic Impact.

The Results & Strategic Impact.

The Results & Strategic Impact.

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


Technical Achievement
The solution successfully handled real-time pricing updates while maintaining O2's performance standards and design consistency. My specifications enabled seamless handoff to the development team without requiring ongoing design support.

Signed off prototype which was initially used alongside Ingram Micro Services Ltd's API service to test the possibility of additional revenue generation.