Virgin Media O2

Household Hub Super App

COMPANY

Virgin Media O2

ROLE

Sr. Product Designer

EXPERTISE

Service Design

YEAR

2023

Project Description

Virgin Media O2 (VMO2) set out to transform how UK households manage their digital services. With multiple apps already in use for mobile, broadband, and entertainment services, VMO2 envisioned a single “super app” called Household Hub. This app combine everything users need (streaming, account management, billing, and rewards) into one easy-to-use platform.

Challenge

VMO2’s challenge was to merge multiple existing apps (each offering different functions) into a single, scalable experience without overwhelming users. They needed an intuitive app design that made managing bills, tracking service status, accessing support, and discovering new services simple and efficient. The solution also had to accommodate diverse users, from mobile-first customers to broadband-heavy households.

Objective

The goal was to create an app that seamlessly integrates VMO2’s services while adapting to each user’s needs. The design needed to simplify access to essential tasks (like viewing bills, monitoring usage, or upgrading plans) while enabling users to discover new services effortlessly.

Process

  1. Discover Phase: Understanding the full-service ecosystem


    The design process began with a holistic review of VMO2’s existing digital services, including mobile, broadband, billing, and entertainment offerings. We conducted stakeholder interviews and cross-departmental workshops to map internal workflows and dependencies.

    Simultaneously, user research was conducted through surveys, interviews, and usability tests to uncover pain points across the customer journey.


  • Key Insights: Users found it difficult to switch between multiple apps, experienced fragmented service interactions, and desired more personalised recommendations.



  1. Define phase


    Using the research insights, we created service blueprints and journey maps to identify critical touch points across different user scenarios. The service design approach highlighted not only digital interactions (ex: logging in, checking bills) but also back-end processes (ex: customer support, billing updates).


Primary user journeys mapped

  • Onboarding new users (VM and O2 accounts as well as guest users)

  • Checking and managing billing (across mobile, broadband, and bundled services)

  • Accessing real-time service updates and troubleshooting

  • Discovering and accepting personalised offers


  1. Co-Creation & ideation phase


    Collaborative workshops involving design, engineering, marketing, and customer support teams ensured that every aspect of the service was considered. Ideas were brainstormed to address pain points while meeting business goals, such as promoting upsells and streamlining navigation. Low-fidelity prototypes were created and reviewed by key stakeholders for validation.

  1. Prototyping & testing phase


    Prototypes were built to simulate key screens and service flows, including dashboard navigation, billing management, and personalised recommendation screens. We conducted multiple rounds of usability testing with target users. This iterative process allowed us to refine navigation, optimize task completion rates, and reduce cognitive load.


  • Refinement: The billing section originally had too many nested menus. After user feedback, we introduced a toggle system for easy switching between mobile, broadband, and combined billing views.


  1. Implementation & Handover phase


    The final design was translated into a modular UI framework, ensuring scalability for future features. To maintain consistency, we provided design specifications, component libraries, and service integration guidelines to development teams.

    The service design blueprint ensured that each digital interaction aligned with back-end support processes, enabling a seamless experience from login to issue resolution.


  • Alignment: In-app agent chat and chatbot support were integrated into the core service blueprint, allowing real-time resolution of user issues while reducing call center load.

UI Design highlights

  • Dashboard: Displays essential data such as remaining allowances, billing status, and key offers at a glance. Dynamic carousels provide quick access to new promotions and services.


  • Billing section: A toggle system allows seamless switching between mobile, broadband, and combined bill views. Users can make payments, view past invoices, and set up direct debit with minimal effort.


  • Mobile & SIM Management: A swipeable carousel displays linked SIMs and data usage, with in-line CTAs for buying bolt-ons or upgrading plans.

Results

  • Simplified Navigation: 70% of testers said the app was easy to navigate

  • Increased Engagement: Engagement with offers grew by 35%

  • Reduced Support Calls: Self-service features led to a 40% drop in customer support calls


The Household Hub Super App is already proving to be a valuable tool for users, combining simplicity with powerful features. With its scalable design, VMO2 is ready to meet evolving household needs and deliver ongoing value.


Access: Virgin Media app