Pakistan's largest telecom operator
In 2015, with the digital wave pushing everyone to be more digital savy Mobilink created a Digital department trying to build more modern products and services that had user experience and process efficiencies at its center.
We were part of an ambitious project to redesign Mobilink Website’s digital experience to focused around their customers needs and pain points.
Our goal here was to work with the digital department to re-invision the website to be able to serve its many customers in their needs and to bring a higher level of efficiency and fines in design and process.
The high level goals were to
During the period of my engagement Mobilink rebranded itself to Jazz.
We led the design and research effort of the website from December 2015 - February 2016 and worked with other members of the digital department to aid in our effort to going through research, reports, auditing and getting a lot of work done in a short span of time
Venture Republic is one of the truly creative shops out of Pakistan in the internet space a reliable partner for startups to sort their creative out. We were immensely supported by the teams through our early stage design effort. With their creative guidance at Mobilink where they built and reformed the digital creative and experience direction , we found them to be the best professionals around anywhere.
Ehtisham Rao
-Digital Director, Jazz
Mobilink a telecom operator, one of the largest operators in Pakistan which was been running since 1994, at the time in 2015 had 36.2 million subscribers.
Starting out the project we did not have clear visibility on user insights and how various Mobilink systems functioned in order to access data from one system to another. Our first week was spent on meeting with various departments in order to understand system limitations and generation function, interviewing existing customers at care centres.
Reviewing existing journeys journeys on when users tried to do something particular like purchase sim, alter package details, etc
A lot of valuable data and insights were uncovered while going through reports and data that they had through Surveys, Support Tickets, Data Analytics, Web Traffic and behavior.
Understanding who were designing for was crucial first step in understanding and segmenting different behaviours across different channels with the focus being on the following:
A user journey workshop was conducted with across several department stakeholders and their teams which included, marketing, sales, customer support, BI and operations to help craft aspirational journeys of what the experience should be for customers while comparing that to the existing experience.
There significant improvements on the web and mobile experience, some of which are as follows
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