Doubling Down with o2
“Building a scalable digital rewards experience for O2 and the Society of London Theatre.”
Problem:
When O2 partnered with the Society of London Theatre (SOLT) to add theatre experiences to their monthly rewards platform, they needed a digital mechanism that could integrate smoothly with Theatre Tokens’ existing e-commerce infrastructure.
The challenge was to create a seamless Double Your Money Theatre Token journey that complemented O2’s reward UX while fitting into Theatre Tokens’ operational systems — all within the constraints of tight timelines and pandemic-era delivery.
As Product Lead, I was responsible for shaping the digital strategy, defining requirements, and leading the discovery and delivery of a minimum viable product that could scale across future promotions.
Soloution
Working with the Head of Theatre Tokens and multiple external partners, I led the digital discovery phase to map out user journeys, system dependencies, and integration points.
Our approach was to repurpose the existing Theatre Tokens e-gift system as the foundation for the O2 promotion. This allowed us to move quickly, reduce development overhead, and maintain operational stability while introducing new promotional functionality.
My product responsibilities included:
Requirements definition: Translating commercial objectives into clear product requirements and acceptance criteria for design and development.
MVP scoping: Prioritising features to deliver a launch-ready version that could evolve for future O2 campaigns.
Value modelling: Designing two fixed-value digital products (£20 and £40), each doubling in value with valid O2 codes (£40 and £80).
Technical solution design: Working with developers to implement discount logic, quota tracking, and stock-level reporting.
UX and validation: Aligning the new journey with O2’s rewards flow while maintaining clarity within the Theatre Tokens basket.
The build involved integrating React components with WordPress and the Node.js API, coordinated across internal and external teams.
Post-launch, I implemented analytics and behavioural tracking (Google Analytics and Hotjar) to monitor engagement and identify opportunities for optimisation.
Outcome
The campaign significantly exceeded expectations:
100% voucher redemption within 24 hours, with over 75% completed in the first two hours.
O2 doubled their monthly investment following early success.
The product framework was later extended to include O2 Instant Winners, issuing free Theatre Tokens to selected users.
The O2 Monthly Showstoppers promotion continues to run on the same digital infrastructure.
This project demonstrated how clear product ownership, iterative thinking and cross-functional collaboration can turn a short-term marketing brief into a repeatable, data-driven digital product.
If you’re looking for a product manager or digital lead who brings strategic structure, technical fluency and delivery focus to complex projects, get in touch.
