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The challenge was condensing the information into a palatable form without prolonging the inevitable – injecting enough personality into the copy in the hope that they would return. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/2d505424-694e-46d1-ad0e-7967f6dcd48f/Change+my+Package+-+O2+SIM+.png Virgin Media O2 - Black Friday campaigns Writing the messaging hierarchy, I was the point of contact for all teams using Black Friday content, liaising with POs and designers. The messaging used clear, deal-led copy, with intensity increasing to match the escalating deals as we moved through the campaign. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/46961e7d-2f1d-4f02-97d3-4752c41293d6/IVR+-+Landing+Page+-+1443.png Virgin Media O2 - IVR deflection Customers call us to try and find a better deal for their package over the phone than they would online. We ran a test that would let customers still call, but we’d re-direct them back to our online journey to change package page using an IVR (Interactive Voice Response) journey. And as this is a journey about changing packages, we wanted to explore security options. We created a new page and A/B tested users, splitting them between a hard deflection where they’d need to sign in, and a soft deflection which would sign them in automatically. What we found confirmed our assumption. Customers were more likely to change their package through a soft deflection. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/56c98908-0dff-46c4-a7fd-9b8caddb286b/BPO+with+TLD+2024.jpg Virgin Media O2 - Best price online I worked with CRO to test variations of banner copy for Sky Cinema deals, searching for the most compelling design for customers to explore our offers online, rather than calling in and negotiating with our agents. User research found those that led with active or personal copy ‘Save’ and ‘Your’ performed better. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/11d5034c-1b50-4c88-98a9-044a9d990f2e/Dashboard+-+defaults.jpeg Virgin Media O2 - The MyVM app Context: The goal was to bring Virgin Media and O2 into one app so users could check their bills, find and fix any service or account issues, check their data usage, explore offers on products, and access Priority. My work: I wrote clean, accessible, and minimalist copy, balancing the two brands’ tone of voice to create one holistic experience – turning the dial between moments of delight and purely functional copy depending on the message. The biggest challenge was managing so many sections of both brands in one app, in an intuitive experience. Outcome: In seven months we created a working prototype from scratch. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826319949-0ZTHQSY2NSVHM040GWPK/FMC+VM+-+unpaid.jpeg Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826320381-7NGSIAL5XFOU5Q0IGIV6/FMC+O2+bill+-+unpaid.jpeg Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321182-XCI1QNV8UK7HGPC57M52/FMC+VM+bill.jpeg Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321603-HHQJS1VU7HTHEWMPXQ3W/FMC+O2+bill.jpeg Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/e8fad612-4a0d-439a-a6d1-0e5efdf01b77/Help+-+defaults.jpeg Virgin Media O2 - Minimalist approach For app copy, space is limited. So the fun challenge is ensuring all the information the user needs is easy to navigate. Help and support sections should offer instant clarity, helping the user find a solution to their problem. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209685828-HMUQ1SA5TODVPZC7B3W4/FMC+Product+Hub+-+O2.png Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209686983-S2KLQ05VB7H5S6SF5DXX/FMC+Product+Hub+-+VM.png Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/8e8e8a83-cf8e-4399-900c-f48d3680e1d7/Global+error+handling.jpeg Virgin Media O2 - Find the moments Error messages and loading pages are where brands can amplify their tone. They should inform and alleviate any frustration. For general errors I injected humour with a solution without exacerbating the problem. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891790-N7NN5UXEP4INT1HUXYWC/FMC+-+O2+product+hub+-+bill+due-2.png Virgin Media O2 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891892-QZILEC3YRX3CLLC7YEJW/FMC+-+O2+product+hub+-+bill+due-3.png Virgin Media O2 https://video.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/0929183a-259b-4905-ab73-0670abb29aa2/playlist.m3u8 https://video.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/0929183a-259b-4905-ab73-0670abb29aa2/thumbnail Virgin Media O2 UX and product copywriting for Virgin Media O2 since 2020 – leading work across app design, billing journeys, CRO testing and AI-led content. https://www.oliverhackettwatson.co.uk/rufus-leonard-1 daily 0.75 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564048095390-4EUGR5K8ZOLT13SGEZGI/23263a5b26d07f810dd4.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564049862871-YMU1UQ1776DWW9KV3A11/royal-mail.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564050472832-8SAJ8FRYANMB4CL3F1HD/landing-page_0.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564050698160-QPBTCN25AOOOAHYPRTUG/Screen-Shot-2018-02-20-at-15.36.10.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1565013053502-8NRG8A7S31DWFJYU1VN2/the-gym-group-floor.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595433306676-SRGPAGQ38BZM4J6GOPI7/lse.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595504042048-21RKWJBF24XU0KLVKSIC/wwf-fulfilment-for-charities-pandas.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721037916720-Y2SNZ03OVIHBYTN89IC0/rufus-leonard-logo-1459862908.jpeg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721046716168-S3ZOCRS5PCAMJ28BSH0G/rufus-leonard-logo-1459862908.jpeg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563533371482-Q3CZKF9P6UEXF56WRXKS/TGG+Digital+Award.jpeg Agency - Awards Bronze Award at DXA’19 Best Digital Change and Transformation: Project/Platform Marketing Week Masters 2018: Best Digital Transformation Award https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/6f820438-b360-4b52-abf2-e0b66f6b8a5a/Screenshot+2019-07-18+at+15.32.31.png Agency Wherever possible, we re-wrote the answers from the FAQ page to fit within a 200-character limit for mobile – starting with the most frequently asked questions. For longer step-by-step responses, we explored accessibility and dialling up the brand’s voice by injecting a short phrase or line at the start or end of each response to help engagement. Finally, we uploaded all our content into a QnA Maker as one source for UX, copy and development, and paired each version of the question with the response. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845495-OK0EM90QK651G6TOS573/Screen+Shot+2018-08-07+at+10.55.11.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845305-MH8S322U4HOK42UV1HZ8/Screen+Shot+2018-08-07+at+10.55.21.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668847067-SSMR2JL1IBMUUVCGW6AB/Screen+Shot+2018-08-07+at+10.55.39.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845934-3RRENFK2QIV4UPLJZ37J/Screen+Shot+2018-08-07+at+10.55.48.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668846147-9K0SYGB3QSJPROVY2F3H/Screen+Shot+2018-08-07+at+10.56.07.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668846588-8QPD2Z09UNA8XPG068VX/Screen+Shot+2018-08-07+at+10.56.28.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668241650-BAB9IB3WQZ8VL80EEPBC/Capture03.JPG Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564055443864-FZGFBZ2CFTK41U2VEHRG/TGG+Digital+Award.jpeg Agency - Awards Bronze Award at DXA’19 Best Digital Change and Transformation: Project/Platform Marketing Week Masters 2018: Best Digital Transformation Award https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/ed8f88e1-cd6d-4fa3-9548-809841daa941/Join%2Bjourney%2B-%2Bconfirmation%2Bdesktop.jpg Agency - User’s profile page: the welcome message in the member’s area. Make it stand out User’s profile pages: the welcome message in the member’s area. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055514389-8LC01KZ7PYXSNUNVGUQI/05%2BFitQuest%2BV1%2B-%2BGoal%2BSet%2BA%2B-%2BD.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055514622-1B9UO9SKVM9WM50ORK6L/01%2BFitQuest%2BV1%2B-%2BNot%2Btaken%2B-%2BD.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055516281-WP96PMBSFN8GTKOZ6FQG/03%2BFitQuest%2BV1%2B-%2BGoal%2BJourney%2BB.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564416943578-2B113PYBSN6OVKOPWHH4/screencapture-shop-royalmail-100-x-1st-class-up-to-100g-c5-envelopes-2019-07-29-17_15_53.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564416976081-5KCUTS6T5QNE04MBZBWO/screencapture-shop-royalmail-special-stamp-issues-christmas-2018-madonna-child-2nd-class-half-sheet-25-stamps-2019-07-29-17_14_38.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564417521525-H45KCCJ5PE09V1WF60DN/screencapture-shop-royalmail-2017-stamps-yearbook-2019-07-29-17_18_31.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564417539474-RZH3P3OA64S9SXYFDD9N/screencapture-shop-royalmail-pack-of-5-c3-special-delivery-guaranteed-by-1pm-envelopes-2019-07-29-17_20_04.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496328969-7DGZWX1ME4L9OTL345NE/screencapture-file-Users-ohackett-watson-Documents-Local-Heroes-Final-LH-GUIDELINES-170918-4-pdf-2019-07-30-15_16_38.jpg Agency - Local Heroes Working closely with a Mid-Weight Designer, we brought new brand guidelines to life. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564411060481-UUDYE0KCKCOH3B8YKZDM/Screen+Shot+2019-07-29+at+3.38.12+PM.png Agency - Centrica I wrote the introduction to the guidelines, the tone of voice (TOV) section, the definitions for each of the principles, and the introduction for their brand assets, ‘Dynamic Lines’ and ‘The Curve’. I also contributed to the headline copy for the business section. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564497273916-0TCDPAKHLI1YM1UE3Z9T/screencapture-centrica-frontify-document-78-2019-07-29-15_26_52.jpg Agency - Frontify Frontify is a digital marketing platform for brand guidelines. I worked with the Creative Director at Rufus Leonard to bring the Visual Identity Section to life. My work involved reviewing the guidelines and highlighting where empathy could be improved, restructuring pages, editing the language, and highlighting key parts of the copy that could be brought to life through design. I re-wrote ‘The Best Practice Examples’, creating a before and after for each of their communications to show other writers exactly how to apply empathy. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496748333-FOUZY2V8SZ8TQAA2U6MD/Screen+Shot+2018-10-26+at+11.53.29.png Agency - Writing tool British Gas developed their own writing tool which analyses and assesses copy based on their brand’s TOV. I pushed, tested, and gave feedback on each development. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563802556684-LQBGVN54RBSCRIGYROG2/rufus-leonard-logo-1459862908.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564500409259-7AGNC2QIPAA56R3ELION/image-asset.jpeg Agency - Blog My blog posts included: ‘Brands on Snapchat’, ‘The Importance of Microcopy in Brand Experiences’, and ‘The Language of Men’s Mental Health’. I also proofread and ghostwrote for senior members of the agency. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564499872813-VPQ9U5IHNKZ7ZKXBRQNY/image-asset.jpeg Agency - Case studies These showcased the agency’s work, following the format ‘The Challenge’, ‘Our Visionary Thinking’, and ‘Our Detailed Doing’. I wrote case studies for Accenture, Aviva, Fight for Sight, IHG, and British Red Cross. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1568717275257-BTA8V2GHRKJ33G58K056/image-asset.jpeg Agency - Award entries I worked with the marketing team for the Transform Awards, DXA, and The Drum. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1594805389496-LEFSET2TIOZ406OUWYMZ/Ru+Vice+Summer+Party+2019+-page-003.jpg Agency - Culture Cubs This covers Rufus Leonard’s social side. I was an active member of the society and worked with designers to bring the social events like our 2019 summer party to life. 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London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595424672515-FIK6MV3V3X83L080WR0Y/LSEG_Internal_Mobility_Headline_Deck_Imagery_Final+%28dragged%29+4-page-001.jpg Agency - London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595425376069-HVIDXA7QERB9JBT242JR/LSEG_Roadmap_Draft_V2.0+%28dragged%29+4-page-001.jpg Agency - London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595425399661-SXGNMNL2GEU8V2RLN7PH/LSEG_Roadmap_Draft_V2.0+%28dragged%29-page-001.jpg Agency - London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595425419483-A017O1CEOYUACDICJDUG/LSEG_Roadmap_Draft_V2.0+%28dragged%29+2-page-001.jpg Agency - London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595428544599-TBVO8533T8R8LX8HJGEF/LSEG_Roadmap_Draft_V2.0+%28dragged%29+5-page-001.jpg Agency - London Stock Exchange https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1595430607501-4GDZ17EIH1EKWZDHXR8W/Messaging_matrix_Draft_CT-page-001.jpg Agency - London Stock Exchange https://www.oliverhackettwatson.co.uk/rufus-leonard-1-h9tlp/british-gas-k58ft monthly 0.5 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496328969-7DGZWX1ME4L9OTL345NE/screencapture-file-Users-ohackett-watson-Documents-Local-Heroes-Final-LH-GUIDELINES-170918-4-pdf-2019-07-30-15_16_38.jpg Agency - British Gas - Local Heroes Working closely with a Mid-Weight Designer, we brought new brand guidelines to life. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564411060481-UUDYE0KCKCOH3B8YKZDM/Screen+Shot+2019-07-29+at+3.38.12+PM.png Agency - British Gas - Centrica I wrote the introduction to the guidelines, the tone of voice (TOV) section, the definitions for each of the principles, and the introduction for their brand assets, ‘Dynamic Lines’ and ‘The Curve’. 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ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721125606114-1WEPHUW5MCDKFX3AIRXZ/Bereavement+form+-+evidence+form.jpeg Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128875101-JKQFGCPZ4P7Z0Y4S8EAI/Bereavement+form+-+confirmation+Bbd+TV+or+landline-12.png Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128881298-2SQI3N8KDIYB36IYMYYH/Bereavement+form+-+confirmation+Bbd+TV+or+landline-10.png Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128878424-2YS3YIPQP88JJYDOX8F8/Bereavement+form+-+confirmation+Bbd+TV+or+landline-9.png Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128877458-6BMJDKJB54TF3UDAFUYP/Bereavement+form+-+confirmation+Bbd+TV+or+landline-7.png Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128876259-1A7R2AHUVWHBSNUYS4IZ/Bereavement+form+-+confirmation+Bbd+TV+or+landline-4.png Virgin Media O2 - ACE https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721128875222-6R9B460V78EKQCAV5RE3/Bereavement+form+-+confirmation+Bbd+TV+or+landline-3.png Virgin Media O2 - ACE https://www.oliverhackettwatson.co.uk/virgin-media-o2-mg5ls/braze-lryzk monthly 0.5 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721121272331-1FAJZBR816ATC6VEU71S/D+-+1.png Virgin Media O2 - Braze https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721121272444-TH6RB4OY8AT990OU2FQ5/M+-+1.png Virgin Media O2 - Braze https://www.oliverhackettwatson.co.uk/virgin-media-o2-mg5ls/billing-payments-z47ag monthly 0.5 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390899907-ZG5FE21U73CNDDVOV008/1+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390900039-CJORW6KZOQHTQ6R81FDC/2+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390901470-BTQWOL4SXTUSUFZL6WDJ/3+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390901638-KTRMV54HZXFVNONK3FPY/4+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390902479-LZ8HLEWSVS7S2BGPPVEE/5+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390903483-OZVHZIPWHO9XC6JROWFM/6+Non+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390903772-BLXD2767VPXL4WCUTO6S/7+Non+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676390904412-0YZFUHZDMQ5H8I5LYXDJ/8+Non+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474137800-XOKLYE42KZP3UKIYB9BH/1+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474137981-MLVKCACFQL6PQ6HRVRHP/2+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474139565-GO1OBRYRGMXJJ9ESZN6A/3+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474140052-WY8U857WOG97R6DCJ4YZ/4+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474141000-ZODK7K6M5JCVQU2XIKDO/5+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474142241-QU4FSRTDI1MINRUYXJW2/6+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474143022-VOCAULEV807QF76J0HPY/7+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474143555-N73O9OVRM6ET99I0HUBD/8+Non+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474251672-AES58GM0177E4RD4BD1S/1+DD++with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474252597-AWXOVVZB71LZ7C4RLXJF/2+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474254390-2FVZ9KQ8XMOB81O78O5H/3+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474255458-4GF5CDCECZH4UISA4DOP/4+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474256782-WP6IOWTS4PRIRWPZKJVW/5+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474257531-JKU2DYBZ61I53O247FXE/6+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676474258472-EKJDC19114CLLK9KGICK/7+DD+with+charge.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477933190-WZH6WLZ20US6QIW47B50/1+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477933618-F3XK9B3S115ADXCX765O/2+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477934769-TOFXXNU9T7J2R4JFE0V7/3+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477935192-HVYFH17QKD92JW2MIY8H/4+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477936240-DD9ZQJ4D3XPSOZ75B5Q8/5+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477936885-FYF8JAGP4BY65SKO5T7I/6+DD.png Virgin Media O2 - Billing and payments https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1676477937825-RU5E8KZEA6CKE2HAPBTA/7+DD.png Virgin Media O2 - Billing and payments https://www.oliverhackettwatson.co.uk/virgin-media-o2-mg5ls/chatgpt-3lpb6 monthly 0.5 2026-08-28 https://video.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/0929183a-259b-4905-ab73-0670abb29aa2/playlist.m3u8 https://video.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/0929183a-259b-4905-ab73-0670abb29aa2/thumbnail Virgin Media O2 - ChatGPT Virgin Media O2 - ChatGPT https://www.oliverhackettwatson.co.uk/virgin-media-o2-mg5ls/xsus-ymtbe monthly 0.5 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721141899073-FWGS36FXKQBFPL10UFX2/Cancellation+-+Desktop-1.jpeg Virgin Media O2 - XSUS (online store) - Making cancelling easier After researching the problem, we re-designed our cancellation journey to create one that was user friendly. The challenge was condensing the information into a palatable form without prolonging the inevitable – injecting enough personality into the copy in the hope that they would return. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/2d505424-694e-46d1-ad0e-7967f6dcd48f/Change+my+Package+-+O2+SIM+.png Virgin Media O2 - XSUS (online store) - Black Friday campaigns Writing the messaging hierarchy, I was the point of contact for all teams using Black Friday content, liaising with POs and designers. The messaging used clear, deal-led copy, with intensity increasing to match the escalating deals as we moved through the campaign. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/46961e7d-2f1d-4f02-97d3-4752c41293d6/IVR+-+Landing+Page+-+1443.png Virgin Media O2 - XSUS (online store) - IVR deflection Customers call us to try and find a better deal for their package over the phone than they would online. We ran a test that would let customers still call, but we’d re-direct them back to our online journey to change package page using an IVR (Interactive Voice Response) journey. And as this is a journey about changing packages, we wanted to explore security options. We created a new page and A/B tested users, splitting them between a hard deflection where they’d need to sign in, and a soft deflection which would sign them in automatically. What we found confirmed our assumption. Customers were more likely to change their package through a soft deflection. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/56c98908-0dff-46c4-a7fd-9b8caddb286b/BPO+with+TLD+2024.jpg Virgin Media O2 - XSUS (online store) - Best price online I worked with CRO to test variations of banner copy for Sky Cinema deals, searching for the most compelling design for customers to explore our offers online, rather than calling in and negotiating with our agents. User research found those that led with active or personal copy ‘Save’ and ‘Your’ performed better. https://www.oliverhackettwatson.co.uk/virgin-media-o2-mg5ls/app-my-vm-f7jl7 monthly 0.5 2026-08-28 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/11d5034c-1b50-4c88-98a9-044a9d990f2e/Dashboard+-+defaults.jpeg Virgin Media O2 - MyVM (app) - The MyVM app Context: The goal was to bring Virgin Media and O2 into one app so users could check their bills, find and fix any service or account issues, check their data usage, explore offers on products, and access Priority. My work: I wrote clean, accessible, and minimalist copy, balancing the two brands’ tone of voice to create one holistic experience – turning the dial between moments of delight and purely functional copy depending on the message. The biggest challenge was managing so many sections of both brands in one app, in an intuitive experience. Outcome: In seven months we created a working prototype from scratch. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826319949-0ZTHQSY2NSVHM040GWPK/FMC+VM+-+unpaid.jpeg Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826320381-7NGSIAL5XFOU5Q0IGIV6/FMC+O2+bill+-+unpaid.jpeg Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321182-XCI1QNV8UK7HGPC57M52/FMC+VM+bill.jpeg Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321603-HHQJS1VU7HTHEWMPXQ3W/FMC+O2+bill.jpeg Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/e8fad612-4a0d-439a-a6d1-0e5efdf01b77/Help+-+defaults.jpeg Virgin Media O2 - MyVM (app) - Minimalist approach For app copy, space is limited. So the fun challenge is ensuring all the information the user needs is easy to navigate. Help and support sections should offer instant clarity, helping the user find a solution to their problem. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209685828-HMUQ1SA5TODVPZC7B3W4/FMC+Product+Hub+-+O2.png Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209686983-S2KLQ05VB7H5S6SF5DXX/FMC+Product+Hub+-+VM.png Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/8e8e8a83-cf8e-4399-900c-f48d3680e1d7/Global+error+handling.jpeg Virgin Media O2 - MyVM (app) - Find the moments Error messages and loading pages are where brands can amplify their tone. They should inform and alleviate any frustration. For general errors I injected humour with a solution without exacerbating the problem. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891790-N7NN5UXEP4INT1HUXYWC/FMC+-+O2+product+hub+-+bill+due-2.png Virgin Media O2 - MyVM (app) https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891892-QZILEC3YRX3CLLC7YEJW/FMC+-+O2+product+hub+-+bill+due-3.png Virgin Media O2 - MyVM (app)