O2 homepage

Helping customers find their way into O2.

I led research and design for a new O2 homepage, creating the questionnaire and testing two directions in UserZoom. I used the findings to refine category navigation, content priorities and the balance between discovery and routes into the shop.

Role: Senior UX/UI Designer
Scope: O2 homepage discovery and wayfinding
Timeframe: 4 weeks (2 sprints)
Status: Designed, not launched
Outcome: Tested in two directions in UserZoom, with findings shaping the final design.

A close view of a display showing an O2 homepage with an iPhone 17 Pro campaign.

01 The problem

A homepage that felt like another shop

The homepage had become heavily promotion-led, making its role difficult to distinguish from the shop. Rather than treating this as a visual refresh, I reframed the problem around what customers needed the homepage to do: orient them, help them navigate O2 and make the wider brand easier to discover.

Previous O2 mobile homepage before the redesign.

02 The approach

Giving the homepage a clearer role

I created a questionnaire to understand what customers wanted from the homepage, then developed and tested two directions in UserZoom. The findings informed the final direction and a planned A/B test against the live homepage.

Step one

Understand

I created a questionnaire to explore what customers expected from the homepage, using their responses to identify priorities for discovery.

A tablet in a folio stand showing the O2 homepage research study, with goals, survey questions and think-aloud tasks.

Step two

Define

I used the findings to define the homepage’s role, combining direct shop access with clearer routes into O2’s wider offering.

A desktop display showing the homepage as a wayfinding hub connecting Products, Services, Why O2 and Support.

Step three

Test

I tested two design directions in UserZoom, comparing navigation, category presentation and content choices to inform which direction to develop.

Step four

Refine

I refined the selected direction with Brand, CRO and development, focusing the content and making key journeys easier to find.

03 The decisions

Turning research into design choices

The questionnaire and comparative testing informed three decisions: a direct route into the shop, image-led category navigation and a more focused set of homepage content.

Homepage role

Clarify the homepage role

I gave the homepage a clearer role in orientation and discovery, with a direct route into the shop for customers ready to browse products or buy.

Final O2 mobile homepage crop showing global navigation and the iPhone Air promotional hero, including a route into the shop.

Wayfinding

Create clearer routes

UserZoom testing showed a preference for images over icons in category navigation. I used image-led links to make routes into phones, tablets, SIMs and accessories easier to recognise.

Final O2 mobile homepage crop showing More than mobiles category routes into Phones, Tablets and SIMs.

Content hierarchy

Balance brand and utility

I used the research to prioritise the homepage content people found most useful, keeping a focused set of routes visible and leaving the wider offering accessible through global navigation.

Final O2 mobile homepage crop showing Get more from O2 and the pay monthly plan offer within the homepage hierarchy.

04 The outcome

A clearer starting point for O2

The design was completed and refined through UserZoom testing. A planned A/B test against the live homepage did not proceed after team changes, and the design was not launched.

Clearer wayfinding

Defined routes into products, services and support give the homepage a clearer structure, helping customers identify where they can go.

Broader discovery

The design makes space for more of O2’s products, services and benefits, extending discovery beyond the main promotional campaign message.

Distinct page roles

The design gives the homepage a role in discovery, while keeping product choice and purchase focused within the shop experience.