Digital Operator, brand new look, new features and a new name for Turkcell My Account App
As a successful example of a joint effort with Turkcell and IBM iX, we reinvented Turkcell's mobile account management app. We helped them to transfer the app to a digital operator with which Turkcell aims to create new brand recognition, not only by creating a visually appealing design but also a flawless experience that provides a unique and smart customer service support to their customers. This has been a long and exciting journey, reimagining two core processes within Turkcell that support service journeys.
Role
Senior UX Designer
Service
Product Design, UX Strategy, Design Thinking Coaching
Client
Year
2018
Challenge
Turkcell was willing this app to be the first channel to come to users' minds with its full-service capacity anytime they needed it. It was our challenge to create one standard solution across the Turkcell My Account platform to serve this purpose and create a unique customer experience by combining both e-commerce and account management and customer support services and decrease the call centre workload. We work with a service design approach to find out today what is the pain points, how are the users and employees are feeling, what are their needs. Ones we have a very accurate picture of how things are today for the employees and the customers, we shaped the future service together.
Role
At that time, I was working in Dubai, and Turkcell My Account project has started before I return to Istanbul.
I joined the team right after the discovery phase as a UX designer to support the team, and I helped to consolidate the workshop and research outputs. Later I took over full ownership of user experience design and did hands-on delivery, created user flows, and prototypes, worked together with visual designers and developers to make it real. I took part in the user testing along with the team and validated the experience journey end-to-end by hearing the feedback first hand, which helped us, as a team, to know which design direction we should head in, so there is no guessing.
Key Learning
I had the chance to deep dive into self-serving and segmented customer services, AI-driven technology to provide intelligent, personalized offers, and chatbot.
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Scaling Up
In the fiercely competitive world of mobile technology and telecommunications, Turkcell needs to look at the big picture—offering products and services that connect to a united, strategic vision. Together we executed at a system level by surfacing opportunities across the brand ecosystem.
