O2 Priority

+2.3 million active users

+5.4% high value customer engagement

+10.5% in brand perception.

O2 Priority is the loyalty program from O2 in the UK.

We were tasked with an ambitious goal: to increase 90-day rolling active users to 2.3 million by the end of the 4th quarter.

We created a new strategy for the product with the HEART framework. And use the Hook model to analyze where there the product challenges and opportunities.

We did workshops with the client and brainstorm with them. Finally, we rely on a data-driven process based on the desirability, feasibility, and viability to prioritized the best ideas and laid out the road map.

By the end of the project, we have accomplished our goal at the beginning of the 4th quarter and continued working with the client to lay out a short-term and long-term plan for the product.

Role: Lead Product Designer

R/GA London 2017