A streamlined customer journey for Africa's largest telco

MTN asked us to explore and reimagine their end-to-end customer experience across both physical and digital touchpoints. The goal was to turn it into a digitally-led, world-class experience for customers and agents alike. Challenge accepted.

Award winning work

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Challenge

MTN had a customer experience problem, and asked us to explore and reimagine their end-to-end experience across physical and digital touchpoints.

Solution

We conducted exhaustive research and in-person interviews to help MTN understand their customers and agents like never before by developing user personas, journeys and pain-points throughout their business in incredible detail. We delivered four omnichannel experience maps that radically simplified the customers’ journeys, while empowering agents to deliver a bold new MTN experience.

Why user journey maps were crucial to improving MTN’s user experience

Customer and agent user journeys provided MTN with contextual information about their users, allowing them to view the entire experience as a path that should begin with having a need and end with having that need met. Furthermore, it helped personify their users – their feelings, motivations and experiences to better design experiences that guide them towards meeting their needs.

Understanding the current state of MTN's service ecosystem

User journeys helped to provide MTN with an objective assessment of how their customer and agent personas interact throughout their service ecosystem, across multiple digital touchpoints. By mapping the current user journeys we were able to identify areas of the service ecosystem that needed improvement as well as those areas where users were successfully accomplishing their goals.

Why user journey maps were crucial to improving MTN’s user experience

Understanding the current state of MTN's service ecosystem

Customer and agent profiles and mapping current experiences

To understand MTN’s users and agents, we conducted extensive interviews at various MTN retail locations, call centers and regional offices. Our team of UX specialisits also conducted user testing and analysis of MTN’s existing digital products, resulting in the development of 9 customer journeys and 25 scenarios. When the user journeys across the existing MTN service ecosystem were mapped and printed, the longest measured 12 meters, illustrating the complexity and timeous nature of resolving service queries.

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Taking the time to understand the challenges of the customers and the agents, and envision a unified experience, empowered the MTN business. This work laid the foundation for several key initiatives that drove growth in subsequent years."

Anri Theron 

Helm Head of Experience and Product Design

Planning for the future

|n a fast-paced, digital world, a reimagined user experience should consider processes that allow businesses to continually optimise their customers’ experiences.   To continually deliver a customer experience that is highly personalised and relevant, an updated user journey should incorporate mechanisms that allow businesses to gather user data and test assumptions.

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Four future journeys, one unified experience

With an understanding of the existing journeys and pain points of both the customer and agents, we developed four future Omnichannel journeys. The reimagined experience reconsidered MTN’s existing and legacy systems. The redesigned journey reduced complexity and resolved pain points for both the customer and the agent.