Virgin Media O2
Transforming Customer Experience Through Design, Service Innovation & AI
At Virgin Media O2, I lead Product Design and Service Design initiatives across My O2, helping shape digital experiences used by millions of customers. My work combines customer insight, AI, service design and product strategy to simplify complex journeys, align teams and create experiences that are better for both customers and the business.
Product Design
Service Design
AI
Strategy
My O2
Billing
Payments
Upgrades
Support
AI insight
Customer care
The Challenge
Millions of customers rely on My O2 to manage their accounts, billing, payments, upgrades and support. The challenge wasn’t improving individual interfaces. It was understanding the complete customer journey, reducing friction and creating connected experiences that worked across products, teams and digital channels.
Connecting customer needs with business strategy.
01 · Customer Research
02 · Product Discovery
03 · Service Design
04 · Journey Mapping
05 · UX Strategy
06 · Workshop Facilitation
07 · Stakeholder Alignment
08 · AI Innovation
09 · Experimentation
10 · Product Delivery
11 · Continuous Optimisation
Solving complex customer problems
Billing & Payments
Simplifying complex billing journeys, reducing customer effort and improving payment confidence.
Multi-Account Management
Helping customers easily manage multiple products, plans and accounts without confusion.
Customer Support
Designing self-service experiences that reduce effort while improving customer satisfaction.
Offers & Personalisation
Creating relevant experiences that balance customer needs with commercial goals.
Product Discovery
Running workshops, research and experimentation to validate ideas before development begins.
Continuous Optimisation
Using customer feedback and behavioural insights to improve experiences over time.
Designing the Next Generation of Customer Experiences
Artificial Intelligence is transforming the way digital products are designed and experienced. At Virgin Media O2, I have helped shape conversations around where AI can genuinely improve customer journeys, reduce effort and create more personalised experiences.
Does this genuinely solve a customer problem?
Customer problem
AI Discovery
Personalisation
Billing Intelligence
Customer Support
Digital Assistants
Predictive Experiences
Customer Research
Experimentation
Journey Optimisation
Product Strategy
AI in practice
AI Discovery
Using AI to accelerate research synthesis, identify patterns and uncover opportunities.
Intelligent Self-Service
Exploring how AI can help customers resolve problems more quickly and independently.
Personalisation
Creating experiences that adapt to customer needs, behaviour and context.
AI Ideation
Facilitating workshops to identify valuable AI opportunities grounded in customer insight.
Smarter Design
Using AI to accelerate concept generation, design exploration and content creation while keeping human-centred design at the core.
Responsible AI
Ensuring every AI solution is transparent, trustworthy, accessible and delivers genuine customer value.
Customer
Shared evidence, shared outcomes
Product
Engineering
Design
Research
Customer Care
Commercial
Analytics
Marketing
Operations
Technology
Successful products are built through collaboration. A key part of my role is facilitating workshops, aligning stakeholders and helping teams make informed decisions based on customer evidence.
Creating Alignment Across Teams
Design leadership is about creating clarity, aligning people around shared goals and enabling teams to make better decisions.
Cross-functional Collaboration
Workshop Facilitation
Executive Stakeholder Management
Evidence-based Decision Making
Customer-first Culture
Product Strategy
How I work
Customer First
Evidence Over Opinion
Service Design at Scale
Continuous Experimentation
AI with Purpose
Business Value Through Design
Impact
Millions of customers supported.
Enterprise-scale digital products.
Cross-functional teams aligned.
Customer-centred innovation.
Discovery-led product decisions.
Future digital experiences shaped.
Improved collaboration across design, engineering and product.