UX & Service Design
Develop a blue sky thinking project for Optus considering 'Signature Experiences' including a number of 'WOW' touchpoints that will create positive engagement for Optus' 'Families' segment.
'Safety Quest' was a concept that was developed as an educational platform for parents addressing the overarching theme of 'child safety'. Parents could use this platform to curate their child's gamified learning adventure regarding all aspects of safety, from being sun smart to stranger danger and online safety.
To understand the needs, behaviours and dynamics of a self-chosen customer segment, and to design a 'Signature Experience' that will create positive engagement for Optus' new and existing customers.
A cross-discipline human-centred design methodology was used to gain insight into the telecommunications space from the lens of customers across various touchpoints.
The Process of Design Squiggle by Damien Newman, thedesignsquiggle.com
Internal discussion guide
Themes & insight development
Revised problem statement
Current state customer journey map
Minimum viable product
To better understand the customer segment as a team, we first developed an internal discussion guide. Individually, we mapped out six of our own memorable customer experiences and touch-points, three companies that delivered signature experiences, and six things that define the needs of a family from telco companies.
Combined with industry, consumer and government trend reports, this helped identify themes to progress with the research and interview discussion guide.
We structured a discussion guide with three proactive/reactive scenarios to ask for four sets of parent-child interviews to capture how the previous themes came into play in the family-home dynamic.
This gave us valuable insight into the family home and the relationship families have with technology and telco companies.
After our first client check-in, they informed us that the research was too 'product' focused and asked us to revisit the research, removing the 'tech/telco' lens.
Stripping back the insights to the core needs, the following remained:
Help parents to manage workloads/tasks to free up time for things that matter.
Reassure parents that their children are safe both online & offline.
Assist in teaching children good values, behaviours, & future life skills.
Relieve financial pressure to free up resources for children's education and entertainment.
Enable more shared family experiences.
Based on supplied personas and interview data, we developed a 'current-state, day-in-the-life' customer journey map capturing the family's highs, lows and opportunity areas.
We found that safety was a consistent underlying issue.
Synthesized findings, insights and research were used to direct and inform ideation exercise workshops to generate ideas to help resolve participant pain points.
We used a storyboard approach to map out each concept into a story, consisting of multiple slides and scenes, giving context to each idea.
Using a focus group to test the concepts, we asked attendees to talk through each story, capturing their expectations, thoughts and opinions of the solution as a parent.
21 topline concepts generated addressing five insights
3 detailed concept boards created
3 concepts brought into the prototyping & testing stage
1 round of usability testing with various participants
A device-agnostic virtual assistant that automatically collects information from connected devices and consolidates them in one family schedule with the ability to set reminders and assign/automate tasks.
A parent-curated education platform delivered as an interactive game that teaches children personal safety (online & offline) and incentivises them with personalised rewards.
A summer camp for kids to learn life skills and independence through fun-based interactive activities led by professionals in a safe, caring environment.
Safety Quest is a gamified learning platform for children, curated by parents.
Parents are able to build a curriculum they deem important for their child to learn about safety, with incentives embedded into the platform encouraging continual engagement.
Parent platform to curate learning paths
Transparency over child's learning
A gamified platform for children, distilling core lessons into fun and interactive learning
© 2021 Brendan Simmonds. All rights reserved.