Running design sprints in combination with behavioural research to create a customer-focused offer for branded devices.
++ Objective
A telecommunications company wanted to launch a new range of their own branded devices. The purpose was to create a tailored offer for each defined customer segment that would put customer needs and motivations above everything else.
++ Design methodology and process
To accomplish the objective, we run 3-week design sprints for each customer segment: senior, teens and consumers interested in high-end specs. Each design sprint had 4 phases: understand, ideate, prototype and validate.
Behavioural Design was applied during the customer interviews to identify pain, anxieties, gains and habits in relation to purchasing and using a device.
Understand
Interviews were conducted to uncover behaviours in relation to purchasing and using a mobile device. Current customer habits and pains were identified as well as gains and anxieties that could be experienced with a new device.
Ideate
Based on the behavioural insights gathered from the interviews on the previous step, common themes and “Jobs-To-Be-Done" (JTBD) were identified, framed and prioritised. Then we started to ideate solutions and services to address pain and anxieties and enable a positive device purchase and usage experience.
Identifying common themes and "Jobs-To-Be-Done" from the insights gathered during the interviews.
Prototype
We built artifacts and we conceived services that could be offered in different stages of the customer journey from awareness to advocacy.
Validate
Those prototypes were then presented and evaluated to the targeted customer segments in focus groups. Again, all insights gathered during the validation sessions were used to iterate the design concepts and applied to a variety of implementations.
In conclusion, the insights generated during the interviews and validation sessions as part of the design sprints were crucial to support the strategy to build a customer-focus offer and launch the new range devices.
Examples of the prototyped services that were validated with customers in focus groups.
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This project was developed with the participation of Make it Clear, an external design agency.
