How Customer-Centred Design Helps O2 Create Better Products & Services by Marcus Hohl - O2 At O2 UK we have created a new, design based product development process to the called CCD (Customer Centred Design). It consists of 3 parts: 1. Guidelines defining an O2 branded experience 2. A five-step design process to create products and take them to market, including CE governance 3. Effective tools and training for designers, product managers, business analysts, technical architects etc. CCD is now successfully embedded in O2 UK and has enabled us to deliver better, differentiated products & services, with higher customer satisfaction and higher return on a 9-figure annual investment. It also galvanised the organisation behind a customer centric philosophy.

2. How Customer Centred Design helps O2
create better products & services
SDN conference 20 Nov 13
Markus Hohl
Head of Customer Centred Design
O2 (Telefonica UK)

3. Customer Centred Design at O2
Why
How
What works
• More Fans
• O2 Experience guidelines
1. Faster to market
• Better ROI
• New (design) process
2. Ease of use & adoption
• New markets
• Solid governance
3. Cost savings
• Tools & training
4. Customer centric culture
Markus Hohl Head of Customer Centred Design, O2 (Telefonica UK)