Rufus reinvents data capture

  • 80% of customers
    would use
  • EU Innovative service
    rolled out
    across Europe


O2 is one of the leading telecoms brands in the UK. Many of the services it offers involve using customer data - which provides great opportunity as well as responsibility. The introduction of new government legislation means that companies like O2 now have to be transparent about the data they hold and how they will use it.


We applied our Rufus reinvents process to rapidly design and prototype service ideas that would encourage people to share more data.

These services were explicit about how the data enhanced the service. For example, we revealed exclusive local offers should a customer give us their location data.