Telecommunications Company (Client Project, Publicis Sapient)

Digital Ecosystem

Outcomes

  • Created Personas for each type of targeted customer

  • Created an Information Architecture diagram

Role

User Experience (UX) Designer

Timeline

August 2023 to November 2023

Team

1 Associate Creative Director, 2 UX Designers, 1 UI Designer, 1 Customer Experience Manager, and Client Stakeholders

Tools

Figma

What’s the ask?

The client asked my team to help them explore the bounds of a digitally connected ecosystem. We were to consider: What might the experience look like for a customer who needs to transfer a call to another device without ever hanging up? Could a customer have the ability to receive direct calls on their everyday devices, such as televisions, refrigerators, and electronic exercise equipment? The client was unsure, yet hopeful, of these ideas considering they seem intangible at first, similar to how a wireless telephone seemed unrealistic before its invention! Though, my design thinking and UX skills helped the client clearly visualize how futuristic, interconnected digital experiences may work together.

How did I approach the problem?

Create personas.

One of the first step I took was narrowing down the target audience. Referencing the client’s collected data on their customers’ demographics, reviews, and pain points, I identified four customer types. Doing so also enabled me to brainstorm and identify potential use cases that each distinct persona, or customer type, may have for the features the client desired to implement.

Anticipate the user’s thinking model.

While keeping the four, distinct personas in mind, I created a first draft on an Information Architecture diagram, Using this artifact, I organized the connectivity of the features in a way that aligned with how the customer would expect to navigate to each feature.

Test and iterate.

After completing the first draft of the Information Architecture, I received feedback on the artifact from the client. I repeated the process of incorporating client feedback and presenting the updates until we reached a version to use in user testing. I addressed insights identified through user testing and continued to iterate and receive client feedback until all forseable holes in the Information Architecture were resolved.