Reimagining the order to fulfillment journey

Timeline

11 Weeks


My Role

Experience Strategy

User Research

Service Design

Interaction Design


We were asked to support Etisalat to re-imagine the future vision for small and medium businesses (SMB) through the Order to Fulfillment experience. A set of activities were initiated to understand the changing needs and expectations of SMB customers in the region. The objective is to identify opportunities to differentiate the future customer experience whilst enabling the transformation of Etisalat’s business.Re-imagine the Order to Fulfillment  customer journey to create a future service vision for SMB customers. The goal was to deliver experiences that customers can happily consume, use, and integrate into their lives.




Problem

The story started with the "Why" question. To clearly understand why users need this app I decided to conduct user interviews with different user groups.I was curious to know the user goals and pain points.

Project Plan

The project was done in four distinct phases- discovery, define, design and develop. Following activities were carried out during the discovery phase of the project

1. Discover

Following activities were carried out during the discovery phase of the project

SMB customer research, stake holder interviews, technology trend analysis, co creation workshop Planning. Aim was to frame the problem by gaining a full understanding of the questions, scope, and overall context of the service.

Research Objectives

Short user interviews, surveys, desktop research, and trend analysis were carried out in the research phase to find out user insights and the pain points. Responses were collected and synthesized using affinity mapping method.

The research highlighted lots of customer sentiments…

3. Design

In the Design phase, I focused on the user journey to start prototyping. My key objective was to streamline the booking experience with relevant visual cues and usability.

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PRO TIP: You can also just duplicate this block to add a more complex layout.

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PRO TIP: You can also just duplicate this block to add a more complex layout.

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You can use this layout block as a little about me blurb or use it on top of projects to and add a description. To edit the copy, just click right in here.


PRO TIP: You can also just duplicate this block to add a more complex layout.

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Outcomes

The significant instances of the journey were identified and shown below to give a glimpse of the overall design concept.

01 RECOGNIZING NEED


TARGET CUSTOMER EXPERIENCE


The customer receives information

and communication across all channels in a tone and style which is tailored to

their behavioral mindset.


CUSTOMER ACTION


Every digital and in-person engagement

the customer has with Etisalat is designed and delivered in a manner that is

best suited for his or her mindset. For example, a value-driven mindset would

receive a more succinct interaction with an emphasis on quantitative

information, while the interactions designed for an experience-driven mindset

would include more demos, aspirational messages, and use of imagery.


CUSTOMER OUTCOME


/Receives highly personalized communication and interactions.

/Intuitively navigates to offerings which are relevant to their business

/Feels that Etisalat is brand which they can relate to

02 EXPLORING SOLUTIONS


TARGET CUSTOMER EXPERIENCE


The customer feels recognized and

reassured while exploring the product portfolio with the guidance of a friendly

virtual assistant that interprets and reacts to the customers emotional and

functional needs in real-time.


CUSTOMER ACTION


The customer engages in a conversation

with a virtual assistant that adjusts the style and tone of communication in

response to the customer's real time reactions, (tone of voice or facial

expressions). The virtual assistant narrows down the product portfolio and

suggests relevant product offerings based on information exchanged during the

conversation. As a result, the customer receives the right product on the spot.


CUSTOMER OUTCOME


/Highly engaging and memorable interaction

/On-demand and faster service

/Personalized interaction and service

/Increased convenience due to the decrease effort when exploring offerings and picking the best options

03 BUILDING BUNDLES


TARGET CUSTOMER EXPERIENCE


The customer is empowered with the

knowledge and equipped with the right tools to build fully customized and

industry specific bundles based on their business needs.


CUSTOMER ACTION


Based on suggestions made by Etisalat,

the customer chooses from a variety of preset industry-specific bundles that

can be further customized to best suit their operational and business needs.


CUSTOMER OUTCOME


/Transparent view of Etisalat business model

/Personalized services that match customers' preferences

/Provides a clear and intuitive view of the full range of service options

04 SCANNING SPACE


TARGET CUSTOMER EXPERIENCE


The customer has the ability to digitally replicate their office space and instantaneously receive accurate quotes for infrastructure-based products, reducing the overall delivery timelines and frequency of site visits.


CUSTOMER ACTION


An augmented reality experience that

allows the customer to intuitively create a digital replica of their office space and capture relevant functional elements. This allows the customer to gain a better understanding of their telco needs, get more accurate quotes and eliminates the need for site visits by Etisalat employees.


CUSTOMER OUTCOME


/Immediate and fast service (no need to wait for site visits)

/Engaging and differentiated experience that empowers the customer

/The ability to explore and experience more options when designing office space

/Optimized space design for Feels that Etisalat is brand which they can relate to better service quality

05 CREATING PROFILE


TARGET CUSTOMER EXPERIENCE


The customer will seamlessly create

a business profile by simply scanning their Emirates ID. This will automatically gather relevant company information and documentation from external data sources.


CUSTOMER ACTION


When creating a business profile for the

first time, the customer is simply required to scan their Emirates ID to create an initial and comprehensive business profile. Through data integration, Etisalat collects all the required customer data from various external data

partners. All information gathered at this stage, will not be requested again.


CUSTOMER OUTCOME


/Faster service due to the automatization of information requests

/Convenience due to the removal of data collection steps along

/Increased privacy and data security

/Eliminates need to enter information or provide documents repeatedly

06 OPTING INTO TRIALS


TARGET CUSTOMER EXPERIENCE


The customer is presented with a

choice to freely test and monitor all products and services prior to making a

financial commitment.


CUSTOMER ACTION


The customer chooses to opt into a one

month free

trial of their bundle package. This gives the customer the chance to use and

test products prior to fully committing their company's resources to a full

launch.


CUSTOMER OUTCOME


/Personalized offering through guidance

/Trust, established through transparency

/Increasing customer satisfaction due to better targeted products

07 UNDERSTANDING USAGE


TARGET CUSTOMER EXPERIENCE


The customer has a comprehensive

understanding of their organizational usage behavior and will be offered customized product and service recommendations.


CUSTOMER ACTION


After the trial has concluded, the

customer receives a full report summarizing their business's usage behavior

during the test period. They also receive a customized product configuration

based on their usage or receive suggestions for alternative solutions that

would better fit their business needs.


CUSTOMER OUTCOME


/Faster time to purchase and activate

/Better understanding of how employees and business uses products

/Better tailored products and recommendations

/Personalized communication of benefits using customers' own data

/Builds trust by showing a clear connection between the collected customer data and the customer benefit

08 CONFIRMING DETAILS


TARGET CUSTOMER EXPERIENCE


The customer effortlessly confirms

details about their delivery location and building information without the need

for the customer to input any data.


CUSTOMER ACTION


Upon ordering a product, the customer is

prompted to confirm whether the delivery address suggested by the system is correct. Through data integration, Etisalat is able to source the customer's Makani and other location-based information, removing the need for the customer to manually enter information or provide documentation.


CUSTOMER OUTCOME


/Faster service due to the automatization of information requests

/Convenience due to the removal of data collection steps

/Increased privacy and data security

/Eliminates need to enter information or provide documents repeatedly

09 SELECTING PAYMENT MODEL


TARGET CUSTOMER EXPERIENCE


The customer is provided with

multiple payment options, including subscriptions, which cater to their

business needs and budgets.


CUSTOMER ACTION


The customer engages in a conversation

with a virtual assistant that presents them with various flexible payment models that they can choose from based on their business needs and budget. E.g. subscription models or financing options. The payment companion also initiates and processes payments through conversational interactions.


CUSTOMER OUTCOME


/Adaptable, personalized offering and services

/No cancellation fees

/The ability to try, experience different offerings

/Feeling of a relationship and partnership, instead of a transactional interaction


10 SELECTING DELIVERY MODEL


TARGET CUSTOMER EXPERIENCE


The customer is given full flexibility to select their preferred delivery mode and timeframe, regardless of their location.


CUSTOMER ACTION


Based on time frame, availability,

urgency and budget, the customer can choose which delivery method they prefer.

Third party companies would be integral to the execution of a flexible, cost

effective and scalable delivery model.


CUSTOMER OUTCOME


/Increased flexibility of delivery methods

/Faster delivery times

/Convenience due to the adaptive nature of delivery planning

11 RECEIVING DELIVERY


TARGET CUSTOMER EXPERIENCE


The customer feels reassured that

their product deliveries are securely and seamlessly received by an approved

employee.


CUSTOMER ACTION


Upon delivery, the delivery driver scans

the customer's face through a mobile device camera. The facial recognition

technology cross checks the customer with approved employees in the system.


CUSTOMER OUTCOME


/Secure deliveries only to authorized employees

/Convenience and time saved due to the simplification of identification process

12 ACTIVATING PRODUCT


TARGET CUSTOMER EXPERIENCE


The customer is introduced to their pre-configured products through an intuitive and instantaneous activation experience.


CUSTOMER ACTION


By simply scanning the QR code on the product packaging, the customer is able to instantaneously activate the pre-configured product and watch instructional and reassuring onboarding videos.


CUSTOMER OUTCOME


/Saving time by eliminating the need to configure the product and starting to use immediately

/"One-click purchase" experience that creates convenience

/Receiving tangible value for the provided data

13 APPROVING SERVICE CHANGES


TARGET CUSTOMER EXPERIENCE


The customer feels that Etisalat

understands the unpredictable nature of their business and provides them with

flexible product offerings that respond to their changing needs.


CUSTOMER ACTION


The customer approves the monthly plan

suggestion changes initiated by Etisalat through the simple click of a button.

By tracking the customer's ongoing usage over a period of time, Etisalat is able to adapt (downgrade, upgrade, or suggest new) product plan sand subscriptions. This gives the customer a more accurate and flexible way of deploying telco services based on the fluctuating needs of the their business.


CUSTOMER OUTCOME


/Adaptable, personalized offering and services

/Feeling secure and free of the stress of over-paying for or under-using products and services.

/Receiving tangible value for the provided data

14 SELECTING SERVICE TIERS


TARGET CUSTOMER EXPERIENCE


The customers have a transparent

view of the style and standard of service they receive and have options to

purchase upgrades based on the needs of their company.


CUSTOMER ACTION


The customer is able to freely pick the quality and level of service that best fits their business needs and budget. This is by having a clear understanding of the various service tiers available and their associated benefits.


CUSTOMER OUTCOME


/Transparent view of Etisalat business model

/Personalized services that match customers' preferences

/Provides a clear and intuitive view of the full range of service options

15 RECEIVING RELEVANT CONTENT


TARGET CUSTOMER EXPERIENCE


The customer feels that Etisalat is a trusted business partner that actively seeks to help them grow through exposure to relevant and engaging content.


CUSTOMER ACTION


The customer receives customized

reminders, branded messages, industry best practice content, and relevant information that keeps them engaged and in the loop until the next product order.


CUSTOMER OUTCOME


/Individual care and reassurance from Etisalat

/More effective communication

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