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Billie
Service e-mails
redesign
Billie
Made at bol • Delivery in 2024
Made at bol • Delivery in 2024
My role
As the Product Designer of Online Service, the owner of chatbot Billie, I was part of this taskforce and my focus was to make sure we create a new Billie which can be used in our customer service contact channels. I did not create the assets, the taskforce made sure the assets were usable for us and tells the story we want to tell.
Team
In this project workforce I worked together with multiple teams within bol, such as the Creative Studio, marketing, social media team and external agencies to create the new transformation of Billie.
Overview
Billie is the mascotte all our clients know. In the summer of 2023 it was time to transform Billie into a new shape and appearance which suits the current times and is ready for the future.
Timeline
5 months. Start of project in September 2023, launched in March 2024
Billie is 15 years old, born on December 4th 2008. Billie was first seen in a tv commercial.
Billie had 7.757.567 conversations in 2023. 168.643 per week, 24.091 per day
Billie saved 4.4 mln cases, “where is my package” was asked 2.1 mln times in 2023
Problem
bol is the store for all of us, but is it really. How do we ensure that Billie also belongs and feels like we belong to all of us?
The Billie we know is a male, caucasian, old, outdated, always wears the same outfit. Does it represent the store of us all?
Opportunities
Create a form for Billie which is gender neutral, colorful, timeless and ready for the future.
It gives bol the opportunity the chance to think how Billie can be used in customer service, marketing and social media, but also internally for our colleagues.
By translating Billie's most recognizable features into a new one, we ensure a natural transition
Face
With his simple face and rounded square eyes, Billie has his own recognizable character
Bol round shape
His bulging proportions have made Billie iconic
Sketches
First sketches of the new Billie, checking how Billie’s form can tell a story.
Making the sketches more in 3D and placing Billie in different scenarios and see how Billie would fit.
Movement and animation possibilities, rotating, moving, morphing into different shapes and positions.
Emotions
Sketches of different emotions of Billie.
The first 3D renders of the different emotions.
Textures
Squashbal Matte
Squashbal Semi-reflective
Squashbal Freckled
Squashbal Peachy
My role
As the Product Designer of Online Service, the owner of chatbot Billie, I was part of this taskforce and my focus was to make sure we create a new Billie which can be used in our customer service contact channels. I did not create the assets, the taskforce made sure the assets were usable for us and tells the story we want to tell.
Team
In this project workforce I worked together with multiple teams within bol, such as the Creative Studio, marketing, social media team and external agencies to create the new transformation of Billie.
Overview
Billie is the mascotte all our clients know. In the summer of 2023 it was time to transform Billie into a new shape and appearance which suits the current times and is ready for the future.
Timeline
5 months. Start of project in September 2023, launched in March 2024
Billie is 15 years old, born on December 4th 2008. Billie was first seen in a tv commercial.
Billie had 7.757.567 conversations in 2023. 168.643 per week, 24.091 per day
Billie saved 4.4 mln cases, “where is my package” was asked 2.1 mln times in 2023
Problem
bol is the store for all of us, but is it really. How do we ensure that Billie also belongs and feels like we belong to all of us?
The Billie we know is a male, caucasian, old, outdated, always wears the same outfit. Does it represent the store of us all?
Opportunities
Create a form for Billie which is gender neutral, colorful, timeless and ready for the future.
It gives bol the opportunity the chance to think how Billie can be used in customer service, marketing and social media, but also internally for our colleagues.
By translating Billie's most recognizable features into a new one, we ensure a natural transition
Face
With his simple face and rounded square eyes, Billie has his own recognizable character
Bol round shape
His bulging proportions have made Billie iconic
Sketches
First sketches of the new Billie, checking how Billie’s form can tell a story.
Making the sketches more in 3D and placing Billie in different scenarios and see how Billie would fit.
Movement and animation possibilities, rotating, moving, morphing into different shapes and positions.
Emotions
Sketches of different emotions of Billie.
The first 3D renders of the different emotions.
Textures
Squashbal Matte
Squashbal Semi-reflective
Squashbal Freckled
Squashbal Peachy
Video with all emotions
My role
As the Product Designer of Online Service, the owner of chatbot Billie, I was part of this taskforce and my focus was to make sure we create a new Billie which can be used in our customer service contact channels. I did not create the assets, the taskforce made sure the assets were usable for us and tells the story we want to tell.
Team
In this project workforce I worked together with multiple teams within bol, such as the Creative Studio, marketing, social media team and external agencies to create the new transformation of Billie.
Overview
Billie is the mascotte all our clients know. In the summer of 2023 it was time to transform Billie into a new shape and appearance which suits the current times and is ready for the future.
Timeline
5 months. Start of project in September 2023, launched in March 2024
Billie is 15 years old, born on December 4th 2008. Billie was first seen in a tv commercial.
Billie had 7.757.567 conversations in 2023. 168.643 per week, 24.091 per day
Billie saved 4.4 mln cases, “where is my package” was asked 2.1 mln times in 2023
Problem
bol is the store for all of us, but is it really. How do we ensure that Billie also belongs and feels like we belong to all of us?
The Billie we know is a male, caucasian, old, outdated, always wears the same outfit. Does it represent the store of us all?
Opportunities
Create a form for Billie which is gender neutral, colorful, timeless and ready for the future.
It gives bol the opportunity the chance to think how Billie can be used in customer service, marketing and social media, but also internally for our colleagues.
By translating Billie's most recognizable features into a new one, we ensure a natural transition
Face
With his simple face and rounded square eyes, Billie has his own recognizable character
Bol round shape
His bulging proportions have made Billie iconic
Sketches
First sketches of the new Billie, checking how Billie’s form can tell a story.
Making the sketches more in 3D and placing Billie in different scenarios and see how Billie would fit.
Movement and animation possibilities, rotating, moving, morphing into different shapes and positions.
Emotions
Sketches of different emotions of Billie.
The first 3D renders of the different emotions.
Textures
Squashbal Matte
Squashbal Semi-reflective
Squashbal Freckled
Squashbal Peachy
Video with all emotions
My role
As the Product Designer of Online Service, the owner of chatbot Billie, I was part of this taskforce and my focus was to make sure we create a new Billie which can be used in our customer service contact channels. I did not create the assets, the taskforce made sure the assets were usable for us and tells the story we want to tell.
Team
In this project workforce I worked together with multiple teams within bol, such as the Creative Studio, marketing, social media team and external agencies to create the new transformation of Billie.
Overview
Billie is the mascotte all our clients know. In the summer of 2023 it was time to transform Billie into a new shape and appearance which suits the current times and is ready for the future.
Timeline
5 months. Start of project in September 2023, launched in March 2024
Billie is 15 years old, born on December 4th 2008. Billie was first seen in a tv commercial.
Billie had 7.757.567 conversations in 2023. 168.643 per week, 24.091 per day
Billie saved 4.4 mln cases, “where is my package” was asked 2.1 mln times in 2023
Problem
bol is the store for all of us, but is it really. How do we ensure that Billie also belongs and feels like we belong to all of us?
The Billie we know is a male, caucasian, old, outdated, always wears the same outfit. Does it represent the store of us all?
Opportunities
Create a form for Billie which is gender neutral, colorful, timeless and ready for the future.
It gives bol the opportunity the chance to think how Billie can be used in customer service, marketing and social media, but also internally for our colleagues.
By translating Billie's most recognizable features into a new one, we ensure a natural transition
Face
With his simple face and rounded square eyes, Billie has his own recognizable character
Bol round shape
His bulging proportions have made Billie iconic
Sketches
First sketches of the new Billie, checking how Billie’s form can tell a story.
Making the sketches more in 3D and placing Billie in different scenarios and see how Billie would fit.
Movement and animation possibilities, rotating, moving, morphing into different shapes and positions.
Emotions
Sketches of different emotions of Billie.
The first 3D renders of the different emotions.
Textures
Squashbal Matte
Squashbal Semi-reflective
Squashbal Freckled
Squashbal Peachy
Video with all emotions
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