(Re)Imagining The Human Journey For Telecom Customers
User Experience Research | Strategy | Team Leadership | Service Design / Workshop Design & Facilitation
Client: Telecom Client
What: Fiber Internet, TV Stream
Role: Sr. Design Lead
Stakeholders Involved: Executive, VP, Subject Matter Experts
Organization: Think Company
I led a team of designers and researchers to evaluate our client’s fiber migration journey, identifying opportunities to optimize the customer experience and increase satisfaction. This involved addressing critical areas in their user journey that negatively impacted customer experience and contributed to high churn rates and subscriber drop-off.
THE CONSTRAINT: KNOWLEDGE
Our primary contact, who recently joined the organization as the customer experience leader, was struggling to get teams to effectively prioritize customer needs when designing product vision and roadmaps. Recognizing this as a knowledge gap, we began by educating the team on creating and interpreting customer journeys with empathy.
PART 1: UNIFIED UNDERSTANDING
CREATING A SHARED LANGUAGE:
We designed a full-day workshop intended educate the product teams on fundamentals of journey mapping, considerations, and how to collaborate in creating their own journey maps. We then worked with them to develop a current state journey map and blueprint based on internal perceptions of pain points and deficiencies.
CHECKING PERCEPTIONS:
Having gained an internal perspective of the current customer journey, we conducted follow-up research analyzing customer service data, heuristic evaluation, product expert workshops, customer interviews, and comparative evaluations to develop a full view of the customer’s experience in the fiber migration journey.
The customer-informed journey revealed critical shortcomings in the migration experience, along with pain points that result in “frustration loops” that customers often struggle to get out of.
KEY TAKEAWAYS
The value of the Impact Outlook Toolkit was useful in providing our design leader stakeholder a clear sense of their own purpose which was absolutely critical in unifying the larger team and encouraging collaboration throughout the project.
Co-designing throughout the process ensured high buy-in and a shared sense of purpose among the team.
Creating an environment of psychological safety was crucial for effective collaboration and teamwork.
Strategic design leaders played a critical role in unifying the team and encouraging collaboration.
The overall success of the project is directly attributed to the collaborative efforts of our design team and the telecom company's staff.
Donec id justo non metus auctor commodo ut quis enim. Mauris fringilla dolor vel condimentum imperdiet.