Jeff Tebbutt

One Wallet

Phone Dollars™ toward a new phone for anyone with an NZ mobile.

What's in my One Wallet on a phone, showing a $1,650 Phone Dollars balance and offers to earn more.

One NZ gives people Phone Dollars, and ways to earn more, to spend on a new phone. Every Phone Dollar is one real dollar off an interest-free phone. In 2025 it opened One Wallet to anyone with a valid NZ mobile, not just customers. My job was to make that value clear and trustworthy.

Role
Lead Experience Designer, digital product and visual identity
Worked with
Marketing, build agency, McCann
Launched
National campaign, Sep 2025
Skills
Product design · Visual identity · Interaction design · Icon design · Illustration · UX research

Unfamiliar value invites doubt.

Non-customers had never heard of Phone Dollars. Marketing bet that a large balance would draw them in. Meanwhile, the identity had stalled for months with an agency, putting the product's launch at risk.

  1. Jul 2025Identity reset
  2. 9 Sep 2025Launch
  3. Feb 2026Onboarding fixes
  4. Apr–May 2026Research

01 · Visual identity

Months stalled. Reset in three weeks.

I listened to what Marketing needed, explored one fitting territory, and gave every decision a rationale that fit the product and the master brand. When McCann recommended the name Phone Dollars, I rolled it out across one.nz and the acquisition web app.

What's in your One Wallet on mobile, with the green One Wallet identity.
Phone Dollars balance of $1,650 split into your balance, trade-in and device offer, with offers to earn more.
Identity adoption across the What's in my One Wallet site, app offer cards, one.nz and emails
~95%

02 · Launch

Make unfamiliar value clear, and believable.

The campaign sent people to What's in my One Wallet to check their balance. I designed it around three rules.

  1. 01Lead with who it's forOver 18? You're in.
  2. 02Clarity over brevityThe explainer sits right below the number field.
  3. 03Put the rules beside the moneyBalance, expiry and conditions together.
Where people went, and the part I owned.
What's in your One Wallet landing page on desktop, asking for a mobile number to find out.
Card reading: It's for everyone. Over 18? You're in. There's a One Wallet ready for you, no matter what network you're on.
Explainer below the number field: Get a new phone with Phone Dollars. Every Phone Dollar equals one real dollar off the price of a new interest-free phone. Then ways to earn: it's for everyone, earn from your bill, connect more, get more, and earn with One NZ and dosh.
01 Who it's for. 02 The explainer below the number field. Live site, captured 27 Sep 2026.
Non-customer conversion, against a 2.1% target
10%
NPS from engaged users of What's in my One Wallet, from 18 to 35
+17 pts

Campaign results with many contributors. My part was the digital experience people converted through.

I also restructured the one.nz One Wallet page to lead with customer benefits, with clear calls to action into What's in my One Wallet. Click-through rose from 23% to 53%. Before and after, during the campaign. Not an A/B test.

03 · Mid-campaign

Improve it while it's live.

After entering their code, people saw a dollar amount and left. The landing page had asked "What's in your One Wallet?", and the number felt like the whole answer. With a design colleague, I added clear next steps.

  • Continue to build my balance
  • Continue to build my special offer
  • Continue to trade-in offer
The three calls to action added after the balance.
Lift in onboarding completion after the fixes
+5%

04 · Research

A bigger balance didn't feel like more value.

After launch I ran two studies to understand where people dropped off on What's in my One Wallet. Both qualitative and directional: n=80 and n=69.

  1. 01Saving on a new phone was the top appeal in both studies.
  2. 02The largest balances raised the most doubt.
  3. 03Understanding the concept didn't lift intent on its own.
Largest balances, most doubt Balance card: $1,650 Phone Dollars made up of $450 your balance, $550 trade-in and $650 device offer.
Design file, demo balance.

Next, two tests

  1. 01Show what people get before asking for their number, so more start the form.
  2. 02Show one trustworthy spendable balance, with conditional amounts secondary, so fewer are disappointed and more redeem.

In money products, clarity is trust.

In the room

  1. 01Taking a stalled agency project to a shipped identity
  2. 02Why a bigger balance created more doubt
  3. 03Where design ended and the agency and McCann began