Telstra supplies Australians who desire the best network access without contracts the freedom of pre-paid mobility, but in 2015 they needed to provide a more cost efficient way of delivering their service from purchase through to activation.
To comply with my non-disclosure agreement, I have omitted confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of Telstra.
Lead a co-design team made up of the Telstra Idea Accelerator, SMEs and business professionals from the organisation, working in an intensive one week sprint, to unpack the potential for a more efficient and more customer-centric pre-paid activation service.
I implemented a framework that enables the teams to step back and view their customers experience from beginning to end, revealing in the process duplication of content and process which could be optimized and opportunities for further development.
Digital experiences cannot be considered in isolation. They are part of a wider experience that begins in the real word. Through his process, we uncovered a lack of continuity between the online sign-up process and the physical POS packing that made the experience confusing for the customer leading to higher contact with the customer call center.
I lead the team through physical and digital prototypes.
We spent a day in a retail store in Bondi testing the new packaging and sign up experience with customers. This was an excellent alternative to recruitment in this instance, as it allowed us to observe genuine pre-paid customers in the retail environment which is the predominant sales channel for pre-paid sim cards.