Walk Out Working

Telstra

How might we create a consistent & effective onboarding experience for every mobile customer?

UNDERSTANDING THE PROBLEM

When customers purchase a new phone from one of our branded stores, we offer a Walk Out Working service to ensure they are up and running with their new device and Telstra service. However, this service has become more inconsistent over time, due to various contextual pressures like time, staff incentives and capability. We also increasingly expect that customers are capable of self-service of their new product, which necessitates more education at point-of-sale.

This project aimed to reduce support calls and return visits for newly purchased handsets, increase use of self-help and support customers' learning curve when getting used to a new phone.

ideation & PROTOTYPING

Through contextual enquiry, we determined a number of clear pain points: time, education, support for staff, pricing for service products and the technology tools that are used to manage device content. We also defined a range of archetypal customers to ensure the concepts we created were inclusive.

A new, integrated and consistent service experience, Ready. Set. Go., was prototyped in store across three iterations, centred around a hard copy A3 journey that allowed customers to customise and have confidence in their onboarding and set up experience. Supporting elements included a welcome gift, improved content transfer capability and useful take-home material on tricky subjects like setting up an Apple ID.

reADY. SET. GO.

Today, the Ready. Set. Go. journey is in use in 350 stores across Australia, and is a critical tool to ensuring customers have their expectations set and confirmed in store (including how to use their new product, the next steps and what will appear on their next bill), and know how to digitally self-serve.