O2

Mobile Internet User Interface Testing

Part of the Telefonica Group, O2 UK is a leading provider of mobile services to consumers and businesses in the UK. 

Challenge

Throughout both waves of the research, Telefonica were keen to understand the needs of mobile internet customers with a view to better enhancing the customer browsing experience. Telefonica and its subsidiaries promote ‘ease of use’ and ‘ease of discovery’ for customers by offering various mobile portal solutions so that customers may access a range of content with confidence. Currently offering a range of different solutions in different markets, one of the key challenges that the business was facing was would a one-size-fits-all solution be appropriate? Mobile internet and mobile portal usage varied greatly across the key markets and it was important that O2 first understood how expectations within these markets varied and whether or not any proposed solution may potentially outstrip expectations in one market yet fall-short in others. Through the generation of materials and a methodology that was customer-centric in approach we were able to overcome differences in culture and user savvy to get to the root needs of what intuitively ‘just works’ for users irrespective of their ‘base-level’.

Our Contribution

Through devising a qualitative approach to assessing user needs and in turn use case evaluation we were able to oversee a programme of work in all markets that delivered against the objectives of the brief. Through working closely with our partner agencies in the non-English speaking languages as well as using our own in-house language skills, we were able to design, co-ordinate and oversee the research across all markets and to deliver consistent and comprehensive recommendations.

Results

As a result of the research, the business were able to validate their decision to deploy a two-pronged mobile internet user interface solution that would be consistent across all markets. Through driving consistent solutions across all markets Telefonica were then able to better streamline their content, display and advertising platforms, improving efficiency and promoting standardisation across all businesses.