du.ae: Consumer app

Challenge: The du app had low usage and was not connected to the customer journey. It lacked purpose and did not meet real customer needs.

Objective: Transform the du App for Enhanced User Experience

What: Complete Experience Transformation of the du App Asa led the comprehensive experience transformation for du telecom in Dubai over 4.5 years as Head of Experience, managing a UX and design team of 30+. This included omni-channel experiences for retail, e-commerce, apps, customer portals, personalization, a 1000-page website, and SaaS (Blockchain as a service).

Challenge: The du app had low usage and was not connected to the customer journey. It lacked purpose and did not meet real customer needs.

Approach: Asa led the new experience transformation & aligned multiple stakeholders towards a common goal. It became clear that the app should focus on existing customers and be highly personalized around their account management, integrating upsell and cross-sell opportunities in a caring and personalized manner.

Key Actions:

• Human Dynamic Content: Drove further customer engagement through dynamic content on the web experience.

• Proactive & Personalized Notifications: Provided notifications around consumption and overspend.

• Contextual Digital Help: Used bots for reflection and personalized, intelligent video chat to deflect retail customer service.

• TNPS Integration: Linked transactional NPS to digital help.

• Account Linking: Unified multiple accounts into one dashboard to simplify customer experience.

• One-Click Purchase: Implemented biometrics for seamless, personalized purchases.

• Proactive Notifications: Introduced the “du Voice,” a friendly, proactive adviser providing relevant advice and increasing ID renewal conversions by 54%.

Results:

• Increased customer penetration from 40% to 70%.

• Achieved a 54% increase in ID renewal conversion.

Program Components:

• Innovation Lab & Product Design

  • Alignment of Business Goals

  • Qualitative Research Deep Dive: Gained customer insights.

  • Segmentation & Persona Alignment

  • Collaborative Design Thinking Workshops: Identified pain points and opportunities.

  • Opportunity Identification: Mapped crucial customer moments.

  • Opportunity Prioritization: Prioritized based on impact.

  • Prototyped Solution and Experience Design

Effective Strategies:

• Personalized Use Cases: Presented on the e-commerce confirmation page to drive app continuation. For example, “Congratulations on purchasing your data bundle. Check your data or call consumption in real-time on our app.” Followed by timely notifications and upgrade suggestions when running low on data or minutes, connected to personalized offers.

• One-Click Payment with Biometrics: Introduced seamless payment options for an improved user experience.
  

Skills Used: UX Design, Creative Direction, Personalization, Proactive Notifications

For More Information: To turn your product or service into an experience that truly delivers on your goals, contact Asa Andersson at asa.andersson@onenineadvisory.com

Company Background: du Telecom is the leading telecommunications provider in the UAE, offering a wide range of services including retail, e-commerce, customer portals, and more.

Åsa’s Role: Head of Experience, leading a UX and design team to drive transformational experiences across various digital touchpoints.