Design a platform which allows customers the ability to increase or decrease the cost of their airtime plan each billing month, depending on how much data they anticipate on using. Give customers complete control over what they want by offering them bespoke tariffs they can individually alter to suit their finances, rather than picking the best option from a range of pre-selected-tariffs.
Research
I collaborated closely with a Senior UX Designer, conducting in-depth research to assess which parts of the user journey would be impacted on the website. This research also included a comprehensive competitor analysis to identify industry best practices and opportunities for innovation.
Ideation
Following our research, we moved into the ideation phase, brainstorming concepts and sharing insights. I presented the most impactful ideas to our creative team and worked closely with the UX Designer to refine them. Regular team meetings provided a platform to exchange ideas, gain fresh perspectives, and ensure continuous improvement. These collaborative sessions were instrumental in shaping the interactive prototype, which we developed in preparation for store testing.
Working alongside the UX team was an enriching experience, demonstrating how two closely related disciplines can collaborate effectively to enhance the final outcome. This project marked my first significant engagement with UX design, providing me with valuable insight into its processes and methodologies.
Testing
Stores testing
Like any good concept, testing was necessary to gain a thorough understanding and refine it. We initially conducted testing in retail stores, gathering feedback from customers and O2 Gurus to gauge their thoughts on the initial concept and mechanism.
We tested three mechanisms: choice chips, sliders, and a plus-minus toggle. The results showed a clear preference among participants—only 1 out of 10 chose the choice chips, another 1 out of 10 favoured the sliders, while a significant 8 out of 10 found the plus-minus mechanism the most intuitive, especially on mobile devices.
Lab testing
We carefully analysed the feedback and made refinements to the user journey in preparation for subsequent lab testing. These testing efforts were instrumental in shaping the overall concept, revealing key insights that drove design improvements.
One major finding was that introducing the calculator earlier in the journey led to significantly higher engagement, with 9 out of 10 users interacting with it. Additionally, an initial secondary button labeled "Customise the plan" on the pre-built tariff tiles failed to attract any interactions from the first few participants. After changing the label to "Edit this plan," most remaining participants engaged with it, resulting in a 6/10 interaction rate.
Another crucial adjustment involved reducing the height of promotional offers. Two users reported difficulties viewing the total cost, having to scroll up and down whilst adjusting the upfront cost, data, and tenure. By reducing the height, users were able to view the total cost above the fold on a mobile screen.
These insights guided further iterations, ensuring a more refined and user-centric design.
I actively participated in stakeholder walkthroughs, clearly articulating how our research findings supported the proposed user journey. Following this, we shared our findings with the wider team for critique, fostering ongoing refinement and development of the concept.
Prototype to visual designs
Based on user testing, it was evident that customers wanted the ability to customise the start of their tariff selection. They wanted a distinct separation between purchasing their phone and choosing a price that fit their budget. While keeping the commercial objectives in mind to boost sales by highlighting the calculator earlier in the customer journey, we successfully implemented this approach. Placing the calculator at the forefront of the journey served two purposes: to observe user reactions and to establish it as a unique selling point in the market
Once we obtained creative approval, we made minor adjustments to the UI visuals before proceeding with animating the concept, adding an engaging element to bring the proposition to life.
Launch
As the lead designer for the custom plans project, my animation played a significant role in showcasing the proposition. It was utilised by O2's CEO, Mark Evans, to demonstrate to Apple's CEO, Tim Cook. Additionally, the animation was prominently displayed at the O2 Head Office during the custom plans launch and used for training O2 staff in retail stores prior to the public release.
Result
The Custom Plans proposition transformed how customers build and purchase their mobile plans, delivering a new level of flexibility and transparency to the market. Within the first three months of launch, it drove a 10% increase in sales across both acquisitions and upgrades.
At the heart of the experience is the Custom Plan Calculator, an intuitive tool that allows users to effortlessly adjust and switch between their selections. Its simplicity and user-centric design received strong media recognition, with the Daily Mirror describing it as “an easy-to-use tool.”
This innovative concept not only disrupted the telecoms industry by redefining choice and control for customers but also set a new benchmark that many competitors have since emulated, a testament to its success and lasting influence.
I have written an article about the blood, sweat, and tears that went into designing this concept. Read the article here.