Improving Digital Customer Experience For O2
We partnered with O2 Czech Republic to enhance the consistency and quality of its digital customer experience.
Project Overview
We conducted multiple research phases focused on how O2 Czech Republic customers perceive the brand, navigate mobile and web touchpoints, and make purchase decisions.
The goal was to deliver practical insights that guide design and communication decisions across O2’s e-commerce ecosystem. Each phase explored a different layer of the user journey:
- Competitive benchmarking
- First impressions of the main e-shop screens
- End-to-end user experience on the e-shop
These insights helped O2 teams to continuously refine digital touchpoints to ensure a seamless experience from first contact to checkout.
Project Challenges and Objectives
Provided Solution
We applied a mix of qualitative research methods, combining interviews, observation, and in-context user testing, to capture how customers interact with O2’s e-shop. The approach made it possible to analyse first impressions of key screens, benchmark usability against competitors, and simulate real-world user behaviour from product discovery to checkout.
After each phase, we presented results in collaborative workshops with O2’s UX, marketing, and product teams. These sessions ensured immediate feedback, alignment, and a shared understanding of next steps, turning research findings into actionable improvements for both digital and in-store experiences.
Results
Based on the research findings, we provided O2 with clear and actionable guidance across digital channels. The work reinforced customer experience as a key element of O2’s competitive strategy and encouraged closer collaboration between UX, marketing, and customer support teams.
Broader impact on customer experience strategy
The research encouraged a more holistic view of customer experience. UX, marketing, and support teams came together to align communication and strengthen consistency across the customer journey.
O2 now connects online and offline touchpoints more effectively, ensuring that design, communication, and customer care work in sync.
Strategic marketing adjustments
The studies showed that while strong visuals and promotions attract attention, they can sometimes overshadow key product details.
Marketing teams refined banner layouts and messaging to balance visual impact with clarity, focusing on transparency, benefits, and distinctive value.
“Promotional banners drew 80 % of attention, overshadowing essential product details like specifications or benefits.”
Improvements to the e-commerce experience
The O2 teams prioritised usability and interface refinements to make the e-shop more intuitive. They improved search and filtering for faster product discovery, simplified the checkout flow, and clarified information about contract-free purchases to strengthen transparency and trust.
Strengthening trust through post-purchase touchpoints
The research highlighted the importance of post-purchase experiences in building long-term trust.O2 improved delivery, returns, and customer support processes to ensure a consistent experience across digital and physical channels.
Participants rated in-store pickup as the most positive part of the journey, and smooth return experiences increased their intent to purchase again.
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