Connecting the dots with stakeholders

In order to understand how our solution fits into the TIM Next journey, I facilitated stakeholder interviews to get a higher level understanding of business requirements, gather existing knowledge, and create consensus on plans and priorities. These insights helped inform how we approached our solution and learn about the persona of TIM customers. 

Mapping out the journey

TIM customers will be directed to download our app from marketing outreach, the TIM website, or by TIM employees to begin the upgrade process. I mapped out this journey and explored how it can be optimized. Going through this process helped our team align on any further discovery that needed to be done and to better understand the customer’s mental model throughout this journey. 

A smartphone was eligible for an upgrade through TIM Next if we can acquire the following details:

1. Collect the phone’s IMEI

2. Confirm there are no screen cracks or major cosmetic damage

3. Verify the hardware is functioning properly

4. Turn off the ‘Find My’ phone setting before the transaction

Scoping a minimal viable product

We collaborated with engineers to understand the technical feasibility of the features involved in this journey since some were new, already existed in our other apps, or were provided through an SDK and supported by another team. We confirmed our hardware tests fulfilled TIM’s requirements and explored the technical feasibility around the ‘Find My’ phone settings. We pared it down to the most essential workflow for an MVP.

As a TIM customer, I want to check if my phone is eligible for an upgrade so that I can begin the TIM Next process and plan for my next phone.

Surfacing existing analytics and user feedback

The IMEI collection and screen crack detection features already existed in another app that our team supported. We learned from our analytics and user feedback where those features may be falling short.

1. Automating IMEI collection was too complicated

2. Photos had to be retaken for screen crack detection too often if customers did not understand or follow all of the instructions

Wireframing the solution

I simplified the IMEI collection to guide the customer to locate and enter their IMEI number manually from their phone’s settings. We made a note to evaluate this in usability testing moving forward.

The existing instructions for taking a photo during screen crack detection introduced too much cognitive load while taking the photo. I simplified these instructions, sharing only what was needed in the moment and providing more visual guidance.

Facilitating a Design Charrette workshop at this stage allowed everyone in our product team an opportunity to contribute their ideas — promoting a broad diversity of ideas, continuing to assess technical feasibility, and creating buy in for our final product.

Iterating, prototyping, and usability testing

Based on internal feedback, we rearranged the flow so that screen crack detection was first and our Care Specialists could review the photos earlier. Our contract guaranteed that photos would be reviewed within minutes by our Care Specialists.

I ran usability tests to see if our solution for IMEI collection and screen crack detection improved the experience while evaluating the holistic app with our success metrics. Places where our assumptions broke down were:

1. Our updated IMEI collection was clear and simple to follow. Those that did not know what an IMEI was were still able to locate and enter it with ease.

2. Most testers were able to upload a clear photo for screen crack detection, improving the success rate when compared to the previous experience. Some instructions however were still unclear, allowing us further opportunity to improve.

Learning after launch

Our analytics and user feedback reveal that most customers have been able to navigate the app and identify if their phone was eligible for an upgrade. However, a select few users were still having trouble with screen crack detection when taking a photo of their device. Unfortunately, our design update to enhance that experience was scoped out of the MVP, but clearing up those instructions to reduce the cognitive load in an upcoming phase will aim to address this and move closer towards our vision.

Reflections

While this app will primarily be used in Italy, I would have loved to interview and test more with Italian customers to evaluate any cultural or language barriers. I had planned to work with a translator for additional discovery and testing, but this unfortunately was not able to happen.

I enjoyed connecting the dots and making sense out of all the ambiguity, problem solving, and seeing this new app come to life from the very beginning. This app has helped our business in their strategy to expand our services in the European market while continuing to streamline the TIM Next upgrade process and improve the overall experience.