The EE rebrand presented an exciting chance to refresh more than just the visual aspects of the digital experience. It was an opportunity to redefine what it means to have an EE-branded experience.
EE's ambition is 'to be the most personal customer-focused technology company in the UK'. While customers seek simplicity, reassurance, occasional amazement, and above all, the feeling that EE puts their needs first. The aim was to create an experience that resonates with users by demonstrating empathy for what they want.
To begin the process we explored a range of themes, identifying six that we believed should be our key focus.
Personalisation, Onboarding, Conversational design, Critical interactions, Access & control, Information architecture, Artificial intelligence, Navigation patterns, Unique moments, Gamification, 'Disruptive' interactions, Positive reinforcement, Discovery & inspiration, Loading, Wearables, Augmented reality, Data visualisation, 'Next best actions', Accessibility, Gestures, Haptics, Sound, Motion, Sensory design.
We worked across 5 key sprints to deliver on the areas of focus, with accessibility underpinning everything we created.
Personalised experience built around what we know & learn about you
Giving the user control of their own experience, as well as using technology to better understand their needs enables us to pre-empt as well as react to their needs.
Equip customers with the tools they need to realise the potential of EE’s technology
Taking complex functionality and making it as simple to use and easy to access as possible. Turning complex flows into micro-interactions. 10 taps into one swipe. Or even how Aimee can enable us to rethink the way we interact with the app.
Inspire the innovator in everyone with tips, tricks & hacks for how technology can make life better
Activating the brand to help bring content to life, and building on what we know about customers to bring them timely and inspiring content that can help them get the most from technology and EE.
Making technology feel magic in a way that only EE can
Creating unique interactions and bringing ‘brand’ into the heart of the digital experience. Making memorable moments from utilities.
Building an experience that’s punctuated by purposeful sensory experiences
From enriching high-impact moments to helping reassure users and reduce errors at key moments. Thinking about how we can integrate sight, touch and sound together to create a better experience for all.
The project provided the digital teams with a strong foundation to build upon. User interactions became more thoughtful and motivating, leading to the development of our 'Now, Next, Maybe' framework. The framework enables iterative updates in the present ('Now'), while strategically planning for a more advanced phase ('Next'), and envisioning aspirational possibilities ('Maybe').