Helping a struggling telco reconnect with its customers

The Challenge

The telco was the #3 telco in the country and faced fierce competition. There was little to separate the top 3 players. To spur growth and retain customers, they needed to deliver products and services that met customers’ needs. However, constant competitive and operational pressures meant that product development had to be completed quickly. The challenge was: how could we identify the right pilot project and use that to establish a blueprint for designing customer-centric products and services.

The real impact was the confidence that the engagement created in the digital team to deliver business value.

The Approach

We worked with the digital team to identify opportunities, and picked the ones that could be done within 3 months. Based on the opportunities, we focused on redesigning the mobile app. We examined the entire customer journey and looked for opportunities to cross-sell and increase customer retention through rewards.

We identified unique aspects of the brand and translated it into different aspects of design. This ranged from flows to microcopy, animations and colours. To help the digital team to scale this experience across all touchpoints, we created a design system.

The Outcome

The app reached 1 million active users within the first year. But the real impact was the confidence that the engagement created in the digital team to deliver business value. The digital team has since used the design system to redesign other digital products and services on their own. The entire organisation also recognises the role of digital in driving business growth.