Goal was to redesign onboarding for the new Grameenphone (GP) customers and improving subscription to key services – internet packages, FnF, SMS, USSD.
My Contributions
- User Research: Interviews, Focus Groups, Guerrilla Tests
- Interaction Design: Prototyping, Detailed Guidelines
- Visual Designs for Web, Mobile, and Print
- Customer Journey Mapping
- Personas and Scenarios creation
Impact
- First Time Experiences have 90-100% self-completion rates within 5 minutes including for people who can't read; when started, only 30% completion in 1.5 hours with customer support help
- Increased customer engagement with delightful experiences eg., friends-n-family (FnF)
- Grameenphone topped Brand NPS 2015; was #3 in 2014
Process
Worked in rapid iterations with prototyping at heart. Always included 20-30 participants in each iteration of testing.
Redefining Personas
Outdated personas did not capture the needs of Internet Usage. I redefined the personas based on research findings.
Simplifying FnF
Circles like friends-n-family (FnF) creates delightful experiences. Baseline study showed only 20% users knew their current FnF numbers. We created simplified ways to activate FnF packages, and manage their FnF numbers seamlessly.
We published scenario based solutions for all the channels and published those as the Service Design Guideline.
Simplifying Internet Packages
The most popular methods for activating and managing packages were SMS and USSD. I prototyped the new SMS and USSD formats that significantly improved success rate. I used WhatsApp for my prototype messages. The test users could send messages and get demo replies.
The Language Barrier
The majority of the customers of GP are from rural areas who do not get to learn English, yet the products were designed for educated working-class people.
Introduced 'Bangla' as the primary language in web, text messages, USSD, and handsets.
Envisioning a One-Stop App
There were 20 different websites (for VAS, Music, etc.) through which GP customers could find different services–which was totally rediculous! We previously worked on bringing most of the services on the GP website. However, in this project, we also envisioned an app on the smartphone which can provide all of those services. I created mockups for that app.
Designing The SIM Manual
When a customer buys a GP SIM, the first medium they use to learn about using that SIM is the manual. Previously there was an inexplicably complicated and cluttered manual. I designed a new manual as a template that was implemented for all the products.
Evaluating Success
For evaluation of our prototypes, we either used Net Promoter Score(NPS) and, System Usability Scale(SUS).
Customer Journey Map
We created customer journey maps and published those in our service blueprints.
Scope – A Multi-channel Experience
Tried to highlight the key achievements in this project. However, the extent of the project was a lot bigger –
