Digital transformation

Zain - the oldest and largest telecom in the Middle East with its leadership position in the telecoms market in the region was in need of a strong impetus and change - mainly in digital - to keep up with the 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 current state - experience map. Numerous workshops and interviews have been conducted inside customer structures - they were essential and extremely helpful in identifying online and offline touchpoints.

Audits

Mapping a “user's journey” served as an important tool in the next step - looking at each “touch point”. With expertized audits based on quantitative data analytics and heuristic analysis, we could identify potential “pain points” to focus on when interviewing clients.

Discovery interviews

Design process takes time in such projects but it's development even longer. It's always better to add some extra hours and do proper user testing cycles. 50 hours on prototypinig and testing is nothing comparing to changes you have to make on a live product.

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Personas

When we knew how the process looks like and what are the touchpoints, we were able to start building personas.

It was not possible to map all of them because then we would have to include pretty much all Kuwait demographic. That’s why we decide to create personas based on the digital experience. There were three main: digital native, digitally aware, and digital lazy.

Customer Journery Maps

After over 30 interviews and hours 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 rating for each point and its importance for the person. Also the map have shown us the "moments of truth" in which the personas had to change their own path due to the obstacle (eg. lack of mobile version). Analysis of that step was milestone for both - Zain and us.

DISCOVERY
INTERVIEWS

TOTAL
TOUCHPOINTS
MAPPED

CUSTOMER
JOURNEY
MAPS

Recomendations

The final work for us was to assembly, organize and transfer data for a further preparation of digital transformation plan.

We have outlined set of priorities in touchpoint redesigning. The priorities were dependent on how the touchpoint affected the customer's business. Also we have discussed and prepared UX improvement of interfaces for the “pain points” and “moments of truth” which we have discovered. In near future digital will be main market platform - it is in need to reimagine business and adapt it to the new solutions.