Lifebox, Simple, Secure and Smart Storage
In the past five years, Turkcell made a bold decision to transform from a traditional telco to the largest digital operator in Turkey and beyond by inventing new digital services and applications and partnered with IBM iX™ and created the Turkcell Digital Studio staffed with a cross-functional team of designers, researchers, and digital strategists. We worked together with Turkcell to orchestrate and execute user experience and design activities for digital products and services — around 40 mobile apps spanning entertainment, finance, IoT, and more plus 20 different web platforms. As a successful example of this joint effort, we reinvented Turkcell's cloud-based data storage solution, Lifebox, by turning it into an innovative online place where customers can store their photos, videos, and documents.
Role
Senior UX Designer
Service
Product Design, Design Thinking Coaching
Client
Year
2016-2017
Challenge
Turkcell approached us with two primary objectives. One is to enhance their app's functionality and usability and second are to increase the usage of digital services and the number of subscribers. Lifebox is a unique product for Turkcell as it is not only cloud storage to free up space on your device. Additionally, it has a strategic position to acquire new customers and increase the customer's internet consumption by creating a Turkcell based digital product ecosystem.
It was challenging to combine many features in a flawless journey like face and image recognition to find and group the photos and videos, automatically created personalized stories and animated collages, back up the contacts, documents, and transfer of social media archives.
Another challenge was creating a consistent experience for five different platforms and produce high-fidelity prototypes for iOS, Android, Tablet, Web, and mobile web. The delivery of outputs in an agile way was not easy with a development team located in Russia and working hand in hand with developers in 3 months period.
My Role
I worked as a senior UX designer and developed a vision for the digital user experience of the product. I worked closely with the client teams and collected insights on the core business needs. I combined them with customer experience analysis, in-depth persona studies, information architecture, benchmark studies, and outputs from IBM Enterprise Design Thinking workshops. Lifebox was reinvented solely based on the users' unique needs.
Key Learnings
As we had to deliver for five different platforms, we focused on producing high fidelity prototypes. We couldn't find much time to test the ideas before committing to full-on development. But we iteratively improved after they launched the new app to fix the usability problems. The whole agile process, user stories, and scrums was a great experience.
App Store Rating 4.6/5 (94,4 Reviews)
Play Store Rating 4.3/5 (109,395 Reviews)
Turning the app into a productivity launchpad
We've focused on the needs and aspirations of the customer, and this relentless concentration on the human experience resulted in a product that creates new forms of value for Lifebox users. Products and services can take the form of digital interactions, physical objects, or branded spaces—or combine aspects of all three. We created a distinct experience for Lifebox that span across the digital, physical, and environmental realms.
Design Process
The Impact
Our efforts led to a scalable design system that increased the speed and efficiency of future design efforts. The app became live in a concise period of time like five months as we committed Turkcell announced that digital publishing services like Dergilik, TV+, music platform Fizy and, personal cloud service Lifebox contributed to the growth of data and digital services revenues. In less than three months, we managed to increase Turkcell's digital output by 30%.
