Interaction Design
Telco Digital Brand Rejuvenation
Telecommunication operator · Interaction model · Upsell/Cross-sell
Team project
Role
Interaction Designer
(mobile app)
Tasks
Research
Wireframing
Prototyping
TL;DR
Together with Indonesia’s biggest telco, we translated a static, offline brand into new digital experiences to address the needs of 163 million customers across the country.
Our work included research in and around Jakarta, a content strategy, a new visual design direction and interaction models for both their app and website.
We documented the design in a digital design language system (DLS) with components and templates in code, allowing Telkomsel to create consistent and delightful experiences at scale. And the work went live on June 18 2021. LINK
fyi
The following contents are designed based on my role and the the squad that I was involved in: Interaction designer & Mobile app design. If you keen to know more about this *cool* project, please visit mytelkomsel.com or contact me.
Design challenge
“How might we provide a seamless, simple, and reliable brand experience for its customers, together with personalization that brings more relevant and delightful experiences to build stronger relationships by empowering customers to do more with Telkomsel?”
Research modeling
How we translated the research findings to more tangible outputs to communicate with the team and stakeholders.
We conducted research activities such as stakeholder interviews, user interviews, Google analytics Best practices and Heuristics to understand users, business, market and the issues that the current Telkomsel service had. And here are the outputs that we came up with research findings.
Key outputs:
Market release
Delivered in two different phases with purpose. For the phase 1, we considered the feasibility and business priority for the official release.
Information architecture / visual rejuvenate that fits the most popular screen ratio 360 x 640Key outputs:
Market release
And for the phase 2, we suggested the app strategies that can house use and business requirements with less tech and time resource limitations.
Process deep-dive
Around 15 mins to readApproach
Diverse teams + Tight market release due.
It was a project that we could have easily lost our focus.
To not only digest diverse input sources but also communicate and persuade our design efficiently, we produced various frameworks as well as tangible outputs.
Discover
Some of the key mildstones of research activities and explaining why I picked / conducted the methods.
Define:
Interaction Design Strategy
01 Interaction Principles
Interaction design principles are fundamental to establish how Telkomsel should deliver excellent experiences to customers while ensuring that business goals are considered.
Decisions made in the future should uphold the integrity of these values: Contextual, Curated, and Rewarding.
02 User Intents
Understanding the modes behind different journeys as a starting point for designing interactions that are tailored to users’ expectations and mental models.
03 Information architecture
The information architecture describes, in the form of a tree-structure, how information and content across the MyTelkomsel app pages are located in relationship to each other.
Organising information: Filtering system on Entertainment page
Organising information: Filtering system on Entertainment page
Organising information: Filtering system on Entertainment page
04 Interaction Model
Interaction models define the structure and behaviour of interactive systems. This gives us a common vision of how users move from one place to another within Telkomsel.com and MyTelkomsel App, aligned across functional and business teams.
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The Design
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Would you like to know more about the project?
Introduction to an interaction model →
Other case studies: Augmenting peer-to-peer interaction in online learning →
