Telecom Company Leverages User Journeys to Develop New Self-Care Website
This regional telecom company is a quad play market leader, offering cable TV, high speed internet, wireless mobile, and standard wireline services.
The company was in the midst of overhauling and replacing their billing system. This included a brand-new self-care website, which they were partnering with the billing system vendor partner to build.
Strong-Bridge Envision, a long-time partner, was called upon to tackle the work of helping lead and facilitate the UX design. At the onset, the client realized the window of time provided by this project opened the door for the creation of user journey maps.
To successfully plan and execute this project, the client needed to map the needs of the self-care customer across many scenarios and gain alignment between internal technical, marketing, and support groups.
The user journey process would allow our client to prioritize the most important scenarios for self-care users. It would also provide a very clear set of functional needs for the development partner, influence the design of the site-map and visual layout, and create a basis for future test cases. Additionally, the user journeys would provide the client with a common perspective and “voice” in meetings with technical and design teams.
To inform the user journey mapping sessions, we began by developing scenarios— working with a small group of leaders across IT and marketing. We came to these teams with 25 customer scenarios (for example, “First Time Login” or “Pay My Bill”). The team was led through an exercise to prioritize these scenarios by what actions the user would take most often, what was most critical to the business and the customer, all ranked by complexity.
We then took to journey mapping, which was done in half-day sessions with an expanded group of people that included IT, marketing, and support teams. The highest priority and most complex scenarios were mapped first, walking through the various user stages, or “journey phases.” Addressing the most complex scenarios early on can at times simultaneously address smaller and less complex scenarios on the list.
The actual customer journey map was created in these sessions using a large white board broken into different sections to represent each phase of the journey. The user’s actions through the journey were then mapped within each section. Later, it was consolidated into a visualized, digital format that could be easily digested and referred to later by our client. The journey map considered content the system needed to provide to the user, actions taken by the user, decisions to be made, functionality required (things like filtered views or other system integrations, which would be important to their development partner), and KPIs for reporting.
With a digital version in hand, we walked through the journey map with the client teams to review and approve. We then presented the user journey map, functional requirements, and other key information from the original assignment to the client’s design and development partner.
Ultimately, Strong-Bridge Envision was able to deliver a user journey map that gave the customer a voice— and that allowed a self-care website to be built that keenly addressed their needs.
A key benefit of the user journey mapping was that it aligned all parties —personal or departmental biases were removed, and instead the effort was aligned first by the user experience flow that was articulated by the journey map. This let the client see how actions are connected, and the overall impact of design and development choices. This in turn made the effort of planning, developing, and designing the self-care website more focused, and the outcome notably customer-first.