Reinventing digital customer experience through design
Digital transformation is a complex, two-sided proposition that requires businesses to not only understand their internal capabilities, competencies, and limitations but also recognize, understand, and meet the expectations of increasingly fickle, digitally-minded customers. How could du, a leading integrated telecommunications service provider in the United Arab Emirates, prepare for the challenges of its digital transformation journey while reinventing how it connected and communicated with its customers? What started as a single engagement for IBM iX™, turned into a long-term collaboration that included several digital transformation initiatives.
Role
Senior UX Designer
Service
UX, UX Strategy, Information Architecture
Client
Year
2018
Challenge
Du turned to IBM iX to drive its Digital Acceleration Program, an engagement aimed at creating the digital operations strategy foundations that the company’s Digital Experience Unit needed to transform du into a digital powerhouse. In addition to working with the digital team to define the vision, as IBM iX we helped them to develop the operating model for the digital delivery process, a project roadmap, capacity gaps, and governance models. Ultimately, by establishing a digital operations framework, expanding its capabilities based on a recommended staffing plan, and orchestrating critical strategic initiatives, du took significant steps forward in its digital transformation journey.
Role
I focused on the Enterprise Segment. Users were frustrated because of the ambiguity; they wanted to know how much will they spend and what they will get as a service. They were demanding simplicity, relevancy, and transparency.
I mostly worked to enhance enterprise services and created the information architecture for the company’s website, which was crafted and launched in less than four months and succeed in meeting the key customer prerogatives of simplicity, relevance, and transparency. I conducted many interviews with the business units to understand the key enterprise customers’ expectations. I redesigned and categorized the content that makes it easier for customers to find information.
Key Learnings
This project was l a great experience to be in part of the reinvention of the digital transformation journey. I had a chance to involve in shaping the digital foundations for du. With a co-creation approach that includes du employees and existing and potential du customers, focuses on overhauling the company’s entire digital presence: its website, the eShop, and self-care and mobile applications. I involved in customer experience discovery workshops and used the resulting insights to inform the design and develop logical user flows for the company’s digital channels.
The Impact
The work of IBM iX with du continues, and the company is seeing results. For instance, its Digital Customer Experience Reinvention program not only attracted the attention of both clients and the media but also succeeded in increasing du’s online customer utilization, awareness and digital services adoption rates. Within two months of launching its website redesign with an all-new landing page and global navigation, du realized a 14 percent increase in customer interaction and time spent on site, a 10 percent increase in return users and a 15 percent increase in mobile usage as part of a mobile-first strategy.
