Why Telcos Need to Pay More Attention to Strategic Experience Design

Posted: January 10th, 2014 | Author: | Filed under: Industry Insights | Tags: , , , , , , , | 2 Comments »

The telecommunications industry is no stranger to commoditisation. As over-the-top (OTT) players like Skype and WhatsApp bite into traditional sources of revenue, there has been a scramble to compensate for those lost profits elsewhere. That has generally meant charging more for data or thinking about how predictive analytics can help build more sophisticated marketing offers.

Yet all of that activity often overlooks one central theme: strategic experience design. The commoditisation of technology has changed the battleground from the technology itself to the design of the product – in short, the user and customer experience.

Together, these two elements fall under the umbrella of strategic experience design.  It’s not just your customers that benefit from that kind of holistic design; it’s your customer’s customers.

Psychology and Design

At the heart of good user and customer experience is an understanding of applied psychology. How are people using your product? What do they expect, and what’s the flow from the start to the finish?

At Comptel, we believe that good design comes from collaboration, honesty and respect. Communications service providers (CSPs) shouldn’t be afraid of listening to customer feedback on the experience of their products, or of collaborating across traditional department boundaries to apply the strengths of the virtual working team for a better final product.

When we choose to undertake strategic experience design for our own customers, Comptel doesn’t just draw a blueprint of what we want the user experience to look like – we map journeys of our customers’ needs. To do that, we directly involve customers in the process, ensuring that we never create a product in isolation of our audience. That ensures that the end result will be an intuitive and extremely efficient platform for CSPs.

A Different Approach

Strategic experience design should be created from four different best practice steps. Initially, it’s about the requirements of the user. That sets the baseline for the next step: the concept. The concept creates the abstract of the experience itself and helps to decide the design goals, and what needs to happen in order to achieve it.

From there, the experience design moves onto the base design. That’s where the different user journeys are defined within the product.  During this phase, a presentation is built that helps to visualise the flow of the design. That’s important when it comes to the last step, sensorial design. At this point, the layouts, prototypes and sensorial assets, such as graphics, animations and sounds, are input that complete the experience, finalising both the look and feel of the product interface.

A New Kind of Experience

For a long time, technology has taken the helm, steering all other elements of the product. With the commoditisation of so many telecommunications services, that’s changed. People won’t remember the technology you provide so much as the experience you provide them.

Comptel has recognised this, which is why strategic experience design is an integral part of our product creation and solution packaging, from day one to customer delivery. And why we think that we will lead the way in this space by leading by example.


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