Digital transformation

Zain is the oldest and largest telecoms provider in the Middle East. As a leader in the region’s telecoms market, it needed a digital-led transformation to keep up with ambitious and rapidly growing competition.

Zain is the oldest and largest telecoms provider in the Middle East. As a leader in the region’s telecoms market, it was in need of digital-led transformation to keep up with ambitious and rapidly growing competition.

Goal
Develop a common vision of the solution with all stakeholder groups
Industry
Telcom
Platforms

“As is” state

The first step was to evaluate and build a map of the existing status by creating an experience map. We conducted a number of workshops and interviews within the customer framework, which were essential to identify online and offline touchpoints.

Audits

Mapping a ‘user's journey’ served as an important tool in the next step, where we looked at each touchpoint. With expertise audits based on quantitative data analytics and heuristic analysis, we were able to identify potential ‘pain points’ as a focus for interviewing clients.

Discovery interviews

The design process takes time in a project like this, but the development process is longer. The project benefits from spending more time doing proper user testing cycles. Fifty hours spent prototyping and testing saves time later on, and is much better than having to make changes to a live product.

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Personas

Once we understood what the process looked like, and what the touchpoints were, we could start building personas.

We couldn’t map the whole of Kuwait’s demographics, so we decided to create personas based on the digital experience. We came up with three main personas: Digital Native, Digital Aware and Digital Lazy.

Customer Journey Maps

After over thirty interviews, and hours spent gathering customer data and analysis, we were ready to draw customer journey maps for three main personas: Digital Native, Digital Aware and Digital Lazy.

Each journey map describes customer-telecom contact points, satisfaction ratings for each point, and its importance for each person. The maps showed us the ‘moments of truth’ in which the personas had to change their journey owing to an obstacle (e.g. lack of a mobile version). The analysis of that step was a milestone for both Zain and us.

DISCOVERY
INTERVIEWS

TOTAL
TOUCHPOINTS
MAPPED

CUSTOMER
JOURNEY
MAPS

Recommendations

Our final work was to assemble, organise and transfer data to create the digital transformation plan.

We outlined a set of priorities in redesigning the touchpoints. The priorities were dependent on how the touchpoint affected the customer's experience. We also discussed and prepared a plan for the UX improvement of interfaces for the ‘pain points’ and ‘moments of truth’ that we discovered. It’s vital for businesses to be able to reimagine what they do and adapt to change, as in the near future digital will be the main market platform.