Transformed Customer Migration for a Global Telecommunications and Technology Giant
CASE STUDY
I orchestrated a team who built a streamlined process and playbook for migrating legacy telecom customers to newer, more strategic services.
During this process improvement engagement, my team and I conducted research, facilitated workshops, and analyzed data to identify areas for improvement. After synthesizing our insights, we presented our findings report to executive decision makers. My team received notable mention from executives commending the comprehensive analysis and actionable insights.
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Our client is a major player in the telecommunications and technology industry, with a rich history and a prominent position in the global market. They had been grappling with the challenge of transitioning legacy customers to their strategic services for some time, with previous attempts yielding limited success.
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The challenge at hand was to create a streamlined process and playbook for migrating legacy customers to the company's newer, more strategic services. This challenge had a significant impact on the client's business, as it hindered revenue growth and limited the company's ability to fully leverage its innovative offerings. The client was struggling to influence these customers to transition, and our objective was to provide actionable solutions to drive this crucial transformation.
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Our strategy revolved around leveraging UX design principles to enhance the customer migration process. We collaborated closely with the client's team, holding workshops to share insights and align our approach with their business objectives. This strategic alignment was pivotal in ensuring that our deliverables and recommendations would have a measurable impact on the client's success.
Research and Analysis
For this project, I conducted research, employing both contextual inquiries through user interviews and comprehensive data analysis. My analysis encompassed an examination of critical business workflows and associated tools, yielding invaluable insights into the existing operational landscape. Subsequently, my team and I distilled the gathered information into draft personas and a current-state process map, which we then subjected to validation through workshops with stakeholders. I facilitated forward-looking brainstorming sessions that involved both our users and stakeholders. The insights gleaned from these activities served as the foundation for the recommendations outlined in our deliverables.
Contextual inquiries (user interviews) were conducted virtually, using Mural and Teams. There were 15 users who participated in our interviews, which involved direct conversations to gain insights into their thoughts, preferences, and experiences related to the process.
My team and I engaged in one-on-one interviews with users. These interviews were structured with a set of predefined yet open-ended questions, allowing users to share their thoughts freely. Data was collected through recordings, notes and Mural.
These interviews were essential in building empathy by allowing us to hear users' stories, challenges, and aspirations directly from them.
Data gathered from the user interviews was analyzed to identify common themes, pain points, and user needs. These findings served as a foundation for generating and refining our design concepts.
We synthesized the information gathered in interviews into user profiles (personas) and a current state process map. Validation of user profiles and current state process map information was done through workshops with relevant stakeholders using Mural.
My team and I designed and conducted future state workshops, which were collaborative and creative sessions to envision and design the desired future state for the process.
The core of the workshops was ideation, where participants generated a wide range of ideas, solutions, and possibilities for the future state. This was done through brainstorming using ideation sessions.
Documentation
The approach involved creating user profiles (personas), mapping out their journeys to understand workflow steps and obstacles, and providing recommendations to refine the migration process and address the challenges identified during our research. Additionally, we performed a thorough market and competitive analysis to identify trends and best practices in customer migration. We summarized our discovery, research, findings and recommendations in a report document. Below are some elements of the report.
The report outlined user profiles (personas) that my team and I developed to conceptualize what users believe, or their mental model. This helped us create solutions that make sense to our users.
Information gathered from the individual contextual inquiries (interviews) led to our team’s understanding of the process. We constructed a current state process flow to validate our understanding of workflows, pain points, and wish list items. Validation occurred through group workshops.
Information gathered from the individual contextual inquiries (interviews) led to our team’s understanding of the process. We constructed a current state process flow to validate our understanding of workflows, pain points, and wish list items. Validation occurred through group workshops.
The report included recommendations that provided initial solutions, guidance and suggestions about what actions the organization and team can take to address the pain points raised.
To sustain this success, we recommended continuous monitoring and optimization of the migration process. We also suggested exploring further enhancements to align with evolving customer needs. The client has the opportunity to leverage UX design as an ongoing strategy for business success and can consider future projects to further enhance their services.
In conclusion, this project exemplified the transformative power of UX design and business consulting in solving complex challenges. By creating a seamless customer migration process, we not only improved the user experience but also significantly contributed to our client's business growth. The project underscored the value of crafting innovative solutions and solidified my reputation as a trusted partner in driving critical decisions for my clients.