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 at asa@theoutcomestore.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.

If you want to turn your product or service into an experience that truly delivers on your goals contact asa@theoutcomestore.com