Crafting the best online retail experience in the UK

The old O2 site was hard to navigate, offered too much choice and didn’t reflect the vibrant O2 brand that customers were familiar with.

So we set out to make it simple. To create a site that would streamline the O2 customer experience and make it not just easy but a joy to use.

By fusing emotion with data driven e-commerce design, we produced simpler, customer-focussed user journeys and a clean, responsive interface. The resulting experience was both essential and memorable, and it made people want to come back for more.

Behind the scenes, we implemented a new design language, CMS and processes that allow O2 to create amazing experiences for their customers consistently and quickly.

The changes caused an impressive 20% uplift in sales. The improved experience also led to a huge decrease in calls to customer service centres, saving O2 an estimated £9 million a year.

Most importantly, the customers loved the site. So much so that it won the people’s choice award for Website Of The Year.

Team Credits

Victoria Buchanan

  • Creative Director


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Creative Director