MyLife User Research was a one of a kind research done by Grameenphone trying to identify key painpoints a user of the digital services offered in Bangladesh go through.
The objective of the research was to identify areas where Grameenphone as a Digital Service Provider can add value to enhance a user's digital journey.
Me & Azuree Hydani Bin Misri (Currently Head of Digital Enterprise, Celcom Malaysia) started our research journey from Bangkok, Thailand where we were taught IBM Design Thinking methodologies and then we stravelled to major parts of Bangladesh in search of mapping a typical users Day in a life.
Key Skills: User Research | Prototyping | IBM Design Thinking | Product Management
Key Tools Used: Office 365 | GSuite | Figma | Sketch | Invision | Jira | Trello | Miro (Realtime Board)
Up till this point we had been able to collect enormous ammount of data & insights and our biggest struggle was to consolidate them in a manner where we could plot and see all the information related to a particular painpoint. We came up with the concept of Value Board, an insight organization method we used to consolidate our findings. Later, Telenor Group Research team has adopted this method to be used in their researches.
Using the value board we were able to identify 18 verticals where Grameenphone can add value. We then mapped all the possible revenue generating models and our current footprints in these identified verticals.
As per IBM Design thinking methodology, we then started preparing Hills statements as potential areas to add value.
We found that all these hills were very vertical centric and to make a bigger impact we needed to connect the hills of a few verticals together.
This gave birth to a new concept called "Service Bundling" which is a now considered the growth driver of Telenor Group's Digital Business. In 2019, Grameenphone has seen 14% growth in ARPU just from Service Bundling alone.