Belong ‘Second Life Phones'



Project Overview

This project was commissioned by a consortium between Kingfisher, who is a next-gen mobile experience company that optimises the lifecycle of smart devices and Belong, who is Australia’s first carbon neutral mobile and internet telco, owned by Telstra.

Working with Belong, Kingfisher created what is now referred to as their 'Second Life Phones’ program. And to summarise this program, Belong has partnered with Kingfisher who source, refurbish and sell high quality refurbished phones via a seamless and trusted purchasing experience. The goal of which is to bring customers great tech, at a great price that is great for the planet.

Project Commissioner


Project Creator



Marco Rosano
Jason Soultan
Stefano Senese
Kyrylo Melnychuk
Kristian Giglia
Andrew Lawton
John Rosato

Howatson + Company:
Chris Howatson
Reece Lawson
Elaine Li
Jared Wicker
Gavin Chimes

Matt Ball
Con Limogiannis
Adam De Mercurio
Peter Zajac

Jana Kotatko
Aaliah Eggins-Bryson
Loretta Bell
Sumanth Padmanabha
Dave Forrai
Ashley Ling

Project Brief

Kingfisher engaged us to deliver an ecommerce experience unlike no other. The goal of which was to sell near-new/high quality refurbished handheld devices that would mimic the exact same feeling and 'peace of mind' that comes from buying a brand new mobile phone.

To do this, we would need to develop the digital strategy, user experience and interface design and all components of the ecommerce build including a frontend developed to WCAG 2.0 Level AA compliance and a private Shopify Application to facilitate Device and SIM Card distribution and reporting.

We were also tasked with providing the procurement of a suitable vendor to facilitate the store's integration with Microsoft Dynamics AX. And worked closely with them to deliver this key component of the project.

Project Need

With mobile phone consumption at an all time high, its environmental impact is just starting to be felt. A project like this, that looks to stem this behaviour, is entirely new and very much needed. And to be successful, we needed to create a seamless end-to-end shopping experience that would leave users with feelings of excitement and trust - Just like they would experience if they were buying a brand new device.

Additionally, with each device purchase, Belong wanted to reward its users with a free $80 mobile SIM Card. We facilitated this requirement via the development of a custom Shopify script, and because these SIM Cards are valued at $80 each, there is a lot of compliance that both Kingfisher and Belong would need to meet. This is in addition to the legal requirement that they track every device (and IMEI) that's sold through the store.

So, to do this effectively, we developed a custom Shopify Application that allows administrators to swiftly locate an order and input the respective device IMEI, SKU and SIM Card serial for that order - all by using a barcode scanner.

We also designed and developed moderate levels of validation for all input fields within this application. For example, you can't insert a device IMEI number until you've inserted an SKU. And it will stop administrators from inserting the same IMEI, SIM Card Serial or SKU twice.

Again, all of this is really useful stuff for reporting and auditing purposes.

User Experience

We crafted a simple, beautiful, high performing ecommerce website that's entirely on brand. And outside of things that we consider an ecommerce standard, the Product page and Cart Draw is really slick.

The Product page contains a floating "add to cart" draw which pins to the bottom of the screen on scroll, and allows a user to select a product's variants and add it cart from anywhere on the screen - which is particularly useful as most of these pages contain a lot of necessary product information. On mobile where page lengths are often longer further-still, this feature is useful even more so.

'Adding to Cart' is also a really clear, satisfying event. Along with the use of various Trust Symbols and Badges throughout the website and cart, upon clicking the 'add to cart' button, the page darkens and the Cart Draw slides out from the right. You're immediately greeted with a clear, simple and stunning) Free Shipping notification. As well as a free SIM Card which is zero'ed off by the use of a custom script (that is displayed both within the Cart and Checkout).

Project Marketing

The ‘Second Life Phone’ program’s concept and creative featured throughout the digital shop and upcoming campaigns was developed by Belong’s lead creative agency, Howatson + Company, who also led Belong's brand refresh last year. The store's small product range provided us with the perfect opportunity to showcase the brand whilst ensuring a conversion-focussed journey from Home page to Checkout. And following the store's public launch 6 weeks ago, it has seen steady growth, with Online Store Sessions growing by an average of 37% week-on-week.

Whilst still very much in its infancy, the store and its framework that we developed is perfectly placed to grow and scale following the implementation of a strong and targeted go-to-market strategy. From there, we have no doubt that the project will undoubtedly blossom, helping Australians find new ways to communicate and operate in more sustainable ways.

Project Privacy

When you visit the store, Kingfisher collects certain information about your device, your interaction with the site, and information necessary to process purchases. They may also collect additional information if you contact them for customer support. Within their Privacy Policy, they refer to any information that can uniquely identify an individual (including the information below) as “Personal Information”.

For any further information regarding their Privacy Policy, please refer to:

Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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