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Sample project
Reducing cost-to-serve through a redesigned self-service experience
Redesigned a mobile self-service journey to shift customers away from costly walk-in and call-centre channels.
- Organisation
- Sample Telecommunications Company
- Industry
- Telecommunications
- Project type
- Digital customer experience
- Period
- 2022–2022
- Role
- Led the customer experience workstream, from research through to migration planning.
Photography placeholderReducing cost-to-serve through a redesigned self-service experience — cover, illustrative placeholder
Context
A telecommunications operator faced rising cost-to-serve as customer volumes grew faster than call-centre and retail capacity. Existing self-service tools had low adoption.
Challenge
Customers did not trust the existing self-service app enough to rely on it for anything beyond checking a balance.
Approach
- Mapped current channel mix and cost-to-serve by customer segment
- Identified the specific friction points driving walk-in visits
- Prototyped and user-tested an improved self-service flow
- Defined a phased migration and adoption plan
Execution
- Ran usability testing sessions with existing app users
- Redesigned core self-service flows for top walk-in reasons
- Piloted the redesigned flows with a limited customer segment before full rollout
Outcomes
- Reduced reliance on walk-in visits for the top targeted service reasons
- Improved measured task-completion rate within the self-service app
- Established an ongoing adoption-tracking dashboard for channel migration
Lessons
- Adoption follows trust, and trust follows visible reliability — not feature count
Metrics
Top 5
Walk-in reasons addressed by redesigned self-service flows
Illustrative placeholder metric for sample project
Collaborators: Product design team, Customer operations, Engineering
Tools: Figma, Optimizely