O2 Business Webpage
Ecommerce Redesign
A full redesign of the O2 Business Online Upgrade Shop focused on improving the upgrade journey and reducing reliance on telesales. The work involved mapping end-to-end user flows, identifying blockers in the existing experience, and delivering a complete set of UX outputs to support a faster and more independent upgrade process for business customers
Client:
O2 Business
Role:
Lead UX for agent facing upgrade shop, consumer shop and business shop
Year:
2011 to 2016
Challenge
O2 ran a redesign of their Business Online Upgrade Shop to shift upgrades from telesales to self-serve and improve the end-to-end experience. The team benchmarked the existing process, analysed stakeholder needs, and ran a design workshop to define clearer upgrade journey. They documented user journeys, produced high‑fidelity wireframes and Axure prototypes, and tested concepts with business users. Annotated wireframes guided delivery, helping reduce contact centre dependency and increase online completion rates
Objective
Benchmark the current process, analyse stakeholder needs, and define a clear end-to-end journey that removed friction. Lead workshops with client teams, map user behaviours, and redesign the upgrade flow with improved structure, clarity, and interaction patterns. Produce both low and high fidelity outputs including wireframes, prototypes, and annotated documents to guide delivery. Test concepts with users to validate clarity and ensure the final design reduced the need for telesales intervention
Results
Led end-to-end user experience for Online Upgrade Shop redesign, partnering closely with client, creative, tech and business teams to deliver a fast-paced programme with extensive low- and high-fidelity outputs, including:
Benchmarked existing upgrade process to set clear baselines
Mapped stakeholder needs and aligned on priorities
Ran design workshop to define end-to-end upgrade flow
Documented user journeys to expose blockers and decision points
Delivered high-fidelity wireframes and Axure prototypes
Tested concepts with users to validate clarity and reduce drop-offs
Supplied annotated wireframes to guide engineering handover
