O2 Priority

Role Interaction designer

O2 Priority is a mobile app that provides exclusive deals, offers, and experiences to O2 customers. To maximise user engagement and ensure the app’s continued success, O2 sought a redesign of the onboarding process. The goal was to enhance usability and deliver a seamless introduction to the app’s features and benefits.

The project was driven by a user-centred approach, focusing on effectively communicating the app’s value proposition while simplifying interactions to create a more engaging and intuitive user experience.

Project goals

Clarify the value

Help users instantly grasp the app’s benefits by delivering clear, compelling information that highlights what makes O2 Priority special.

Boot user engagement

Create an interactive onboarding experience that draws users in, guiding them to explore and make the most of the app from the start.

Listen and evolve

Integrate user feedback throughout onboarding to continually refine and enhance the experience.

Tailor the experience

Personalise the journey with user-specific content and recommendations to keep it relevant and engaging.

Onboarding experience pre re-design.

Selection of design iterations

The approach

User insights

Conducted research to understand user needs and simplify navigation.

Enhanced visual design

Developed a consistent, accessible look that aligns with O2’s brand, and fed into the design system.

Personalisation and feedback

Incorporated tailored recommendations and built-in feedback for continuous improvement.

Interactive refinement

Personalise the journey with user-specific content and recommendations to keep it relevant and engaging.

The O2 Priority onboarding redesign focuses on creating a welcoming and engaging user experience. By aligning with user needs and applying interaction design principles, the goal is to provide a seamless introduction that enhances long-term engagement and satisfaction with the app.