Overview

When O2 sought to expand its reach among millennial audiences, I led the design and creative direction for O2 Tracks - the brand’s first dedicated music application. Built on the MusicQubed white-label platform, the project enabled Telefónica to enter the digital music market with a distinctive, branded experience that connected O2’s customers to curated music and exclusive content.

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Scope of Work

• Hands-on UX and UI design for the mobile app and feature set.
• Led brand and identity creation, defining the look, feel, and tone for O2’s entry into the music space.
• Directed product rollout, collaborating with internal teams and stakeholders to align on strategy and execution.
• Provided ongoing brand and product consultation with O2, shaping the app’s long-term design direction and positioning within their digital ecosystem.

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The Challenge

O2 wanted to explore new ways to engage millennial audiences through music and content. Prior to this initiative, the brand had no presence in the music app market, and needed a solution that felt authentic, on-brand, and competitive within the fast-evolving digital entertainment landscape.

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The Results

Through the product design strategy I developed, O2 Tracks launched successfully as the brand’s flagship music app, expanding Telefónica’s digital reach and reinforcing O2’s connection with younger audiences through an immersive, branded product experience.

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Advert created by O2's Marketing team

The TV advert was created based on the brand that I conceptualised with O2 and brought to market.

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