TEAM
Transformation Lead (BORN UX)
Angira Chokshi
UX Leads
Abhishek Pratap
Pranali Valsangkar
+ a talented team of UX/UI designers, BAs, Solution Architects, POs, PMs and dev
Telefónica, a leading global telecommunications company, engaged us to transform their digital customer experiences (for all their 13 brands) and modernise the efficiency of their back-end technology systems
BORN was engaged to create best-in-class end-to-end (E2E) journeys in the lifecycle of Telefónica products. Even with good intentions and ideas, Telefonica was struggling to move fast due to slow / legacy systems - we worked with them to not only update their customer-facing digital experiences, but also modernised back-end technology systems which powered the new and improved experience strategy.
PROBLEM / BUSINESS NEED
Telefónica, a leading global telecommunications company, engaged us to transform their digital customer experiences (for all their brands) and modernise the efficiency of their back-end technology systems. The company was facing significant online limitations that were impacting their day-to-day operations and resulting in high costs due to complex and slow legacy systems.
CHALLENGES
Telefonica was noticing significant customer drop-offs on their digital channels, compared to in store performance - this implied a poor user experience. However, even with good intentions and ideas, Telefonica was struggling to move fast due to slow / legacy systems. This was on project where we had to do a massive end-to-end organisational transformation to address they following key challenges
-
Poor UI/UX across channels causing user drop off
-
Lack of holistic view of customer profiles, causing inability to track customer interactions across channels
-
Legacy architecture unable to scale with business growth
-
Difficulty launching new features and supporting product evolution
-
High costs of application development due to coding complexity
Telefonica Germany brands we worked for
MY ROLE
BORN was engaged to create best-in-class end-to-end (E2E) journeys in the lifecycle of Telefónica products. As the Transformation lead for Experience Design on this project, I led a team of 20 product designers (allocated to multiple squads working hand in hand with the client) to transform their digital presence. The goals I set for the team to achieve were:
-
Higher Customer Satisfaction
-
Improved Customer Experience
-
Increased Team Productivity
My team was ultimately responsible for defining the experience strategy and building frameworks to ensure the data, design and technology teams were working in-sync. We led the shift towards a customer-first digital focus, conducted cross-functional workshops on design innovation and E2E journey mapping, and established a design systems and design ops team. I also partnered with senior stakeholders on the global rollout of an omni-channel and white-label digital ecosystem.
WHAT WE WORKED ON
To achieve higher customer satisfaction, improved customer experience, and increased team productivity the extended team worked on:
-
Developed a consistent and unified UI/UX across digital channels including the web, app, call centre, and retail store
-
Implemented a hybrid approach for Adobe Experience Manager (AEM) - Content Management System (CMS), with static pages on AEM and dynamic content via micro frontend web components
-
Automated marketing activities with data analytics capabilities
-
Optimised and improved the full customer journey, driving customers to retail stores and improving sales
-
Designed an automated content system focused on creating reusable and customisable data
-
Modernised, simplified, and swapped out its legacy content and commerce platform
IMPACT
Our efforts on this project had a significant impact on Telefónica's operations, resulting in improved customer satisfaction, customer experience, and team productivity. The modernised back-end technology systems which powered the new and improved experience strategy, not only led to additional revenue growth, but also ensured it increased the efficiency and effectiveness of Telefónica's operations.
