Video below shows multiple screens and interactions from within the new app:

Previously, O2 and Virgin Media each had their own app estate, along with a separate Priority app, totaling 21 apps. This complexity wasn’t ideal for customers, so I led the design initiative to merge the three core apps into one while ensuring each brand retained its unique identity. Flexibility was a priority, allowing us to launch single-brand apps if necessary in the future. To address the variety of customer product holdings, I implemented a highly personalized approach, ensuring customers see what’s most relevant to them.

In addition to this, a new marketplace 'ecosystem' was in the planning stages to allow customers to buy an entirely new range of products not previously available, including smart devices, energy, security, and more. This new super-app is designed to be the primary purchase hub for the upsell strategy.

The user experience was simplified and refined to ensure elegance and beauty, while retaining its practical purpose.

Themed Branding With Light & Dark Modes

To support this strategy, I developed a new, simple, and modern VMo2 app design system approachfor React Native, focusing on flexibility, automation and personalization, with every bit of the experience themeable between brands. By tokenizing all styling and branding, global changes became easy and helped enable support for light and dark modes across all brands. Through multiple rounds of user testing, I ensured that each decision was validated, complex problems were solved, and the interface was well-received.

The app rollout will follow a tiered approach, with the initial release in late 2024 focused on combined vm and O2 account management. For the first time, it includes integrated Priority Moments for all customers without needing a separate app. The marketplace and new products will follow in subsequent releases as new and experimental product lines become ready for launch.