du Telcom: Exceeding Targets

From New Customer to Loyal Advocate: Boosting Revenue Across Telco digital products & services.

Challenges:

• High dropout rate on the du.ae Home Page.

• Customers overwhelmed by choices and terminology.

• Lack of understanding about data usage (e.g., 20GB).

Solution: Transform Home Page into Personalized Recommendation Page

Key Actions:

• Led alignment of stakeholders towards a common vision.

• Identified 20 customer opportunities, mapped on the CX Journey.

• Integrated primary product solutions on the new du.ae Home Page.

Implemented Features:

• Proactive personalized help via chatbot.

• Contextual help center based on user data.

• Display of previously viewed items for returning customers.

• Product selector with personalized recommendations.

• Mobile plans tailored to specific lifestyle interests.

Results:

• Decreased bounce rate by 85%.

• Reduced exit rate by 44%.

• Increased overall sales by 30%.

Understanding Customer Pain Points:

• Choosing the Right Mobile Plan: Matched plans to lifestyles, proactively suggesting suitable options.

• Understanding Data Usage: Explained data in relatable terms (e.g., 3 hours on Instagram, 2 hours of streaming music), increasing data bundle purchases.

Program Components:

• Audit, Innovation Lab, Product Design

• Alignment of business goals

• Quantitative & Qualitative research

• Segmentation identification

• Customer journeys & moments for new, returning, and existing customers

• Home page opportunity identification

• UX Exploration of ALL opportunities on all channels

• Prototyped home page with user testing (One of many improved opportunites)

• Final product design

du.ae is the digital presence of du telecom. Du is a company with over 7000 employees. It is the Dubai governments no 1 technology partner an innovator of B2C & B2B solutions as well as provider of the latest mobile, tv & internet services through their many retail shops and digital experience.

Åsa's role: Exec Experience Director for all touch points.

She led Experience Transformation at du telecom in Dubai for 4.5 years as Head of Experience. She directed a UX and design team of 35+ on projects including omni-channel retail, e-commerce, app development, customer portals, personalization, customer apps, a 1000-page website, and Blockchain as a Service (SaaS).