In 2008 My Agency was given the challenge to create a new brand and help Telefónica build a global development platform for developers to take apps, web services and ideas to market. In short a total app development ecosystem. BlueVia, the brand we created, gives developers a direct path to market via Telefónica’s Appstore, free access to their network APIs, and access to thousands of Telefónica users to test apps before launch. We worked with Telefónica’s R&D department in Barcelona for over two years, helping define the site architecture and creating all the front end design. My Agency’s User Experience Team followed a User Centred Design (UCD) methodology, putting the developer at the heart of the project.