Build a ‘Signature Experience’ for Optus, including a number of
‘WOW’ touch points that will create positive traction for a self-chosen customer segment.
Build a ‘Signature Experience’ for Optus, including a number of
‘WOW’ touch points that will create positive traction for a self-chosen customer segment.
UX & UI
Service Design
Research & Synthesis
User interviews
Insight Development
User Testing
Rapid Prototyping
Art Direction
Goal
To understand the needs, behaviours and dynamics of a self-chosen customer segment, and to design a 'Signature Experience' that will create positive traction for Optus' new and existing customers.
Outcomes
Of the various ideas targeting different insights and pain points, 'Safety Quest' was developed. A concept addressing the underlying insight theme of 'child safety', Safety Quest is an education platform for parents to curate their child's gamified learning adventure.
Our research pack was also used by Optus' experience team.
DISCOVER
DISCOVER
Initial Research
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. This, combined with industry, consumer and government trend reports, helped identify themes to take forward with the research and interview discussion guide.
Identified Themes
Interviews
Wanting to capture how those themes came into play in the family-home dynamic, we structured a discussion guide with three proactive/reactive scenarios to ask four sets of parent-child interviews.
1. 'Its an average Saturday night at home. What is happening? What is everyone doing?'
2. 'Its that same Saturday night at home. The internet goes out, what happens?'
3. 'Your youngest child is old enough for a phone. What does that process look like?'
This gave us valuable insight into the family home and the relationship families have with technology and telco companies.
Identified Themes
DEFINE
DEFINE
Insights - refined
After our first check-in with the client, 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.
Time
Help parents to manage workloads/tasks to free up time for things that matter
Budget
Relieve financial pressure to free up resources for children's education and entertainment
Safety
Reassure parents that their children are safe both online & offline
Quality Time
Enable more shared
family experiences
Incentives
Assist in teaching children good values, behaviours,
& future life skills
Customer Journey Map
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, although only listed twice on the map, was a consistent underlying issue.
DEVELOP
DEVELOP
Ideation
In a team-design session using the 6up 1up framework, we generated 21 top-line concepts addressing five insight themes.
Of those 21 concepts, three were brought into prototype and testing.
Virtual Family Assistant
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
Safety Quest
A parent-curated education platform delivered as an interactive game that teaches children personal safety (online & offline) and incentivises them with personalised rewards
Life Skills Holiday Camp
A summer camp for kids to learn life skills and independence through fun-based interactive activities led by professionals in a safe, caring environment
Initial Design and Testing
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.
Findings
DELIVER
DELIVER
Solution
Using focus group feedback, 'Safety Quest' was shaped to better suit both parent and child.
Parents can now use the platform to learn about new and trending topics related to their child's experiences, with the choice to be the primary delivery channel.
Children can also learn through a gamified experience.
© All rights reserved - Brendan Simmonds 2020