In a traditional service business, launching a brand new product with increased customer autonomy is packed with risks. Multiple disciplines of project teams often focus closely on their own deliverables, and so the potential for a fragmented service experience is high. We started by illustrating how the current system works as a base for internal teams, but also as a potential educational visual for customers.
CHALLENGE
For their new internet-based Pik TV offering, TELUS knew an opportunity to create a flawless end-to-end experience would be crucial in gaining traction. With that in mind, they set out to test customers as early as possible to ensure a successful launch.
INSIGHTS
In 2017, Harmonesse facilitated two rounds of research over a three month period, picking up several insights from extensive in-home research. Opportunities to improve value proposition comprehension, purchase flow, packaging, device set up, media use, billing and retention were identified during the first round, iterated on, and then validated during the second round.
SOLUTION
Final recommendations were mapped in a service blueprint that highlighted outstanding customer pain points in the purchase flow across all channels. We also identified further design opportunities and a proven end-to-end experience for the entire team to anchor their go-live customer experience strategy around.
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