VMO2
Imagining the future of loyalty
Creative Strategy
Creative Direction
UI Design
Priority is VMO2’s exclusive rewards app launched in 2011 and is available to O2 mobile and Virgin Media broadband, TV, and landline customers.
VMO2
Imagining the future of loyalty
Creative Strategy
Creative Direction
UI Design
Priority is VMO2’s exclusive rewards app launched in 2011 and is available to O2 mobile and Virgin Media broadband, TV, and landline customers.
VMO2
Imagining the future of loyalty
Creative Strategy
Creative Direction
UI Design
Priority is VMO2’s exclusive rewards app launched in 2011 and is available to O2 mobile and Virgin Media broadband, TV, and landline customers.
VMO2
Imagining the future of loyalty
Creative Strategy
Creative Direction
UI Design
Priority is VMO2’s exclusive rewards app launched in 2011 and is available to O2 mobile and Virgin Media broadband, TV, and landline customers.
The four experience propositions
The four experience propositions
The four experience propositions
The four experience propositions
Background
The Priority app serves as a key customer loyalty tool, offering a range of benefits to retain and reward customers across both brands, and is seen as a benchmark consumer loyalty proposition across the telecommunications sector.
Background
The Priority app serves as a key customer loyalty tool, offering a range of benefits to retain and reward customers across both brands, and is seen as a benchmark consumer loyalty proposition across the telecommunications sector.
Background
The Priority app serves as a key customer loyalty tool, offering a range of benefits to retain and reward customers across both brands, and is seen as a benchmark consumer loyalty proposition across the telecommunications sector.
The Priority app
The Priority app
The Priority app
The Priority app
The challenge
VMO2 wanted to transform Priority into a new, tiered rewards platform that's better personalised and that drives value generating behaviours, namely XSUS. Our task was to develop a way to creatively present tiering within a range of Priority experience propositions to take into customer testing and business validation. There were three main challenges Priority needed to address, Whilst finding the space to stand out in a crowded market...
The challenge
VMO2 wanted to transform Priority into a new, tiered rewards platform that's better personalised and that drives value generating behaviours, namely XSUS. Our task was to develop a way to creatively present tiering within a range of Priority experience propositions to take into customer testing and business validation. There were three main challenges Priority needed to address, Whilst finding the space to stand out in a crowded market...
The challenge
VMO2 wanted to transform Priority into a new, tiered rewards platform that's better personalised and that drives value generating behaviours, namely XSUS. Our task was to develop a way to creatively present tiering within a range of Priority experience propositions to take into customer testing and business validation. There were three main challenges Priority needed to address, Whilst finding the space to stand out in a crowded market...
70%
70%
70%
of customers didnʼt feel rewarded for their loyalty
of customers didnʼt feel rewarded for their loyalty
of customers didnʼt feel rewarded for their loyalty
71%
71%
71%
of O2 customers are not registered with Priority
of O2 customers are not registered with Priority
of O2 customers are not registered with Priority
Users
Users
Users
lacked a personal and emotional connection
lacked a personal and emotional connection
lacked a personal and emotional connection
A redefined purpose for Priority was developed based on four key areas
1
1
1
Customer context
Justifying value in an increasingly challenging economy
Justifying value in an increasingly challenging economy
Justifying value in an increasingly challenging economy
2
2
2
Core offer
Building on a unique heritage in early access to live events
Building on a unique heritage in early access to live events
Building on a unique heritage in early access to live events
3
3
3
Conviction
Giving first access to experiences, rewards and services
Giving first access to experiences, rewards and services
Giving first access to experiences, rewards and services
4
4
4
Character
Making every customer feel like a Priority
Making every customer feel like a Priority
Making every customer feel like a Priority
A new purpose for Priority
“Weʼre your ticket to unlocking access to experiences that let you live in the moment and feel like a Priority”
“Weʼre your ticket to unlocking access to experiences that let you live in the moment and feel like a Priority”
“Weʼre your ticket to unlocking access to experiences that let you live in the moment and feel like a Priority”
The work
The team also proposed a new star based tiering framework that would give users access to unique experiences that make them feel like a Priority. This framework would then feed into four experience propositions, or roles that Priority could play, that bring a tiered experience into customersʼ lives...
The work
The team also proposed a new star based tiering framework that would give users access to unique experiences that make them feel like a Priority. This framework would then feed into four experience propositions, or roles that Priority could play, that bring a tiered experience into customersʼ lives...
The work
The team also proposed a new star based tiering framework that would give users access to unique experiences that make them feel like a Priority. This framework would then feed into four experience propositions, or roles that Priority could play, that bring a tiered experience into customersʼ lives...
Iterating the four experience propositions
Iterating the four experience propositions
Iterating the four experience propositions
Sketching feature ideas
Priority as Curator; drawing people in by creating anticipation, hype and fame
Priority as Curator; drawing people in by creating anticipation, hype and fame
Priority as Curator; drawing people in by creating anticipation, hype and fame
Priority as Curator; drawing people in by creating anticipation, hype and fame
Priority as Host; unlocking exciting and memorable experiences
Priority as Host; unlocking exciting and memorable experiences
Priority as Host; unlocking exciting and memorable experiences
Priority as Host; unlocking exciting and memorable experiences
Priority as Producer; creating original, entertaining and exclusive content
Priority as Producer; creating original, entertaining and exclusive content
Priority as Producer; creating original, entertaining and exclusive content
Priority as Producer; creating original, entertaining and exclusive content
Priority as Concierge; delivering a seamless, personalised service beyond the app
Priority as Concierge; delivering a seamless, personalised service beyond the app
Priority as Concierge; delivering a seamless, personalised service beyond the app
Priority as Concierge; delivering a seamless, personalised service beyond the app
My role
I was the Lead Designer in a team consisting of Creative Strategists, UX and UI Designers along with internal and client stakeholders that worked at a fast pace to a tight deadline. The team worked collaboratively on workshops, stakeholder interviews and creative execution to deliver a series of experience propositions to be taken forward for customer and business validation.
My role
I was the Lead Designer in a team consisting of Creative Strategists, UX and UI Designers along with internal and client stakeholders that worked at a fast pace to a tight deadline. The team worked collaboratively on workshops, stakeholder interviews and creative execution to deliver a series of experience propositions to be taken forward for customer and business validation.
My role
I was the Lead Designer in a team consisting of Creative Strategists, UX and UI Designers along with internal and client stakeholders that worked at a fast pace to a tight deadline. The team worked collaboratively on workshops, stakeholder interviews and creative execution to deliver a series of experience propositions to be taken forward for customer and business validation.
Key achievements
Helped to drive the product strategy
Produced four key creative routes
Worked with key stakeholders
Key achievements
Helped to drive the product strategy
Produced four key creative routes
Worked with key stakeholders
Key achievements
Helped to drive the product strategy
Produced four key creative routes
Worked with key stakeholders
Key achievements
Helped to drive the product strategy
Produced four key creative routes
Worked with key stakeholders
Colleagues
ui design
Sara Khorsandi
Creative strategy
Emma Jane Hornsby
Antii Kangaslahti
Jason Ahn
Baz Markham
Let's work together
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Let's work together
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