Launching a New Digital Product Portfolio to Enhance Customer Experience.
Overview
blue is Swisscom's new product portfolio featuring mobile, internet and tv subscriptions. Part of this project was designing a digital onboarding experience, combining several Swisscom apps into one "super app" and a chatbot to deflect hotline calls.
Role
As Lead Product Designer for the blue Experience, I was responsible for creating a seamless customer journey, from discovery to purchase, setup, product management, and support. I was also in charge of developing the My Swisscom App and Chatbot Experience, which were key components of the new product proposition.
UX research & testings, feedback evaluation, customer experience and user journeys as well idea validation, rapid prototyping and and distributing work packages to other designers.
Year
2021-2022
Digital Onboarding
Overview
Creating a customer journey guiding users from their initial discovery of the new product portfolio, to purchase, setup, managing their subscriptions and receiving support.
Role
Lead UX — UX Research, Customer Journey, Wireframes
Highlights
Communicating the customer journey to the management team with a low-fi prototype allowed us to see the customer experience in a tangible way. Helping us to gain a better understanding of the challenges and opportunities for the project.
Super App
Overview
The goal of this project was to create a one "super app" that combines several Swissom apps into one comprehensive platform. This app provides users with all the features and services they need in one place, eliminating the need to download and use multiple apps.
Contribution
Lead Product Designer — UX Research, Customer Journey, Wireframes, UX/UI Design
Highlights
By constructing all the pieces together, we have created a strong foundation for a seamless customer experience. Based on this Low Fidelity Prototype, the visual design was later elaborated.
Chatbot
Overview
The core element of the new product portfolio is the "Simply Digital" option that offers customers the opportunity to save 10 CHF a month. This means no hotline support, as all service requests will be handled by the chatbot. In some cases, customers can also arrange for a callback from a service agent.
Contribution
Lead UX — UX Research, Customer Journey, Wireframes, UX/UI Design