Telia
Min Bedrift
In 2020, Telia wanted to be the go-to ICT provider for Norwegian businesses.
Phones, mobile subscriptions, fibre, VPNs, TV, 5G-powered IoT. One place to get it all, and keep it running.
As lead designer in a cross-functional product team, I helped build a holistic self-service platform for people in 26,000 businesses. I also mentored four junior designers and contributed to a shared design system with design teams in several countries.
- Role
- UX Lead
- When
- 2020 – 2022
- Created with
- Telia Norge & Bredvid
- Work
- Product strategy, UX research, Design sprints, Prototyping, Visual design, Workshop facilitation, Mentoring
Backdrop
By talking to customers we learned about their challenges. Most of their frustration came from one thing: nothing was connected.
Anonymous user 3"When I make a change in one of your systems, it doesn't affect my mobile subscriptions in the other one. I keep copy-pasting to keep things in sync. It was annoying in the beginning, but I've gotten used to it by now."
Anonymous user 4"I have two screens up at the same time: the current Min Bedrift on one, two Excel sheets on the other. I download data from Min Bedrift into a third sheet. Then notepad, well, notepad++, for notes. It's a strange way of doing it, but it's how I get it done."
Anonymous user 6"I want to teach myself how to manage all of this better, but I just don't have the time."
Where self-service existed, people updated the same information in several systems. Where it didn't, they used Excel, email, phone calls and their contacts at Telia.
The fragmented experience piled on work and raised the bar for self-service. It was easier to have Telia do it manually, or to do nothing at all.
The nasty side effect: users blamed themselves. They could see how good it could be, and felt it was their fault for not trying harder.
Opportunity
How might we empower people in Norwegian businesses to feel in control of their digital communication?
We believed that building the product around users' mental models, the way they see their own organisation, would create a sense of safety, coherence and trust.
Testing
We challenged our assumptions through rounds of prototyping and testing. We quickly learned what we got right, what we got wrong, and adapted.
Our initial hunch was on track. Testing surfaced the nuances that got us closer to product-market fit.
Outcome
The product is built around the customer's lasting structures: their departments, their places and, most importantly, their people. That makes it a robust platform for the future.
Over time it lets customers manage all their communication needs from their own perspective. And it lets Telia shape future products around their customers, not the other way around.
