Three Mobile

Client

Three Mobile

Services

Digital Transformation, Product Design, Omnichannel Strategy, Service Design, Design Systems

Role

Product Design Lead

Team

A large, multidisciplinary team of over 50 specialists, including more than 20 designers plus service designers, business analysts, project managers, scrum masters, and developers

Awards

Three Mobile embarked on a five-year transformation with a bold ambition: to double the size of the business and achieve +40 NPS. A core part of this transformation was shifting from a multichannel to a true omnichannel experience, ensuring consistency across digital, retail, and customer service channels. To achieve this, Three engaged BIO to lead an end-to-end digital transformation, focusing on redesigning their web experience, customer service platform, and mobile app. Our approach emphasised customer-centric design, ensuring that solutions were built around real user needs while aligning with Three’s long-term business objectives.

Project Goals

Deliver a seamless omnichannel experience across digital and in-store touchpoints.
Improve customer satisfaction by enhancing service experiences and self-serve capabilities.
Establish a scalable design system that ensures consistency across products and platforms.
Embed agile processes within Three’s internal teams to support future digital initiatives.

Phase 1

Discovery

This phase focused on uncovering key user and business needs. We collaborated with stakeholders across Three’s digital, retail, and service teams to build a comprehensive picture of current-state pain points. Our goal was to understand customer behaviours, frustrations, and expectations across all touchpoints.

Customer Research: In-depth interviews and behavioural analysis uncovered common service frustrations, particularly around sign-up and self-service.
Competitor Analysis: Benchmarked digital experiences across telco leaders to identify innovation opportunities.
Stakeholder Interviews & Focus Groups: Helped uncover internal challenges and service pain points, particularly with disconnected systems and siloed operations.
Call Centre & Store Staff Insights: Grounded our understanding in real-world interactions.
Card Sorting Workshops: Refined information architecture and tested content categorisation with users.

Phase 2

Define

We transitioned discovery insights into an actionable strategic framework. We structured the design team into five experience squads, each focused on a stage of the customer lifecycle. A Governance team ensured visual, experiential, and strategic consistency across outputs.

Cross-functional Squads: Explore, Join, In-Life, Get Help/Leave, and Hygiene. Each team had embedded product designers, service designers, BAs, and developers.
Governance Team: Defined system-wide UI patterns, motion design standards, and reusable templates.
Experience Mapping: Detailed current-state journeys and service blueprints across all channels.
Content & UX Strategy: Defined tone, prioritised use cases, and structured modular design elements

Phase 3

Concept Validation

We built and tested iterative prototypes across platforms and journeys. Testing was tightly integrated into sprints to continuously shape design outputs.

Low to High Fidelity Prototypes: Used for both internal alignment and moderated user testing.
User Testing: Combined card sorting, usability tasks, and open feedback sessions.
Stakeholder Playback Sessions: Used findings to prioritise roadmap decisions.
Co-creation Workshops: Ran sketching and ideation sessions with real users to validate concepts like plan selectors, live chat, and self-serve tools.

Phase 4

Agile Delivery

This phase focused on realising the vision through scalable systems and agile delivery. We embedded our team alongside Three’s developers and product owners to deliver high-quality outputs, fast.

Atomic Design System: Created a Figma based system including typography, colour, grid, iconography, components and interaction patterns.
Component Libraries: Reusable assets for site-wide rollout and future velocity.
Motion Guidelines: Defined micro interactions and transitions to improve feedback and user delight.
Agile Sprint Design: Worked in weekly design sprints, aligning outputs with engineering velocity.
Design QA: Collaborated closely on handoff files, prototypes, and detailed documentation.

IMPACT

90%+ success rate in usability testing, validating improved user experiences. Full omnichannel experience rolled out in 6 months, reshaping how Three interacts with customers across touchpoints. Adoption of agile methodologies within Three, enabling more efficient product development. Established a scalable design system, ensuring long-term consistency and efficiency in future product enhancements.

Final thoughts

The Three Mobile Omnichannel Transformation successfully redefined how Three interacts with its customers across digital, in-store, and customer service touchpoints. By embedding human-centered design principles, agile methodologies, and a scalable design system, we created an industry-leading experience that empowered both customers and Three’s internal teams. This transformation laid the foundation for Three’s future growth, positioning the brand as a leader in customer experience and digital innovation.

Three Mobile

Project Goals

Discovery

Define

Concept Validation

Agile Delivery

Final thoughts

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