top of page
IMG_4540.jpg

Three.ie Digital Transformation Concept 

Finding a balance between Design, Business and IT,
for 2 companies, at once.

  • E-comm website
    Responsible for self care, account management and commerce integrations into three.ie website

  • Retail iPad app
    Enabling the retail agent to perform omni-channel journeys and support dealers

  • Mobile app
    Align to website while supporting mobile use cases

In Short

"Here I come to save the day" Mighty Mouse, 1955

A complete digital transformation is a very stressful event in the life of a company. I was brought into this project with a goal to fix a scenario with a customer who did not feel safe giving control of the digital experience and presence to Amdocs. Through design thinking methodology and creating new ways of working with the client, I was able to turn this project from a very mistrusted, high risk endeavour to a successful partnership. 

Research

"Google is not a synonym for research"
Dan Brown, The Lost Symbol

I got a time frame of two months to design and conduct a research plan. 
This was the first time Amdocs design group has gotten such a privilege (and request) to conduct a full fledged research effort from a customer.  
Part of the research was to be with the customer (in Ireland) and part from a far (in Israel).

01

Current State 

Understand the current state of three digital assets (analytics, observations, interviews) 

03

Retail Stores 

Understand the retail agent needs and goals

02

Customer point of view

Understand and define the end user (customer)

04

Who is Three.ie

Get to know the three brand, business, and marketing for the company and understand the KPIs for each, and how they work together.

Research Presentation examples

(Click to expand)

Research outcome

The main outcome of the activities together with all the factions of Three.ie and Amdocs was a shared & unified understanding of the end customer (as well as prospective) wants and needs, aligned business KPIs, and a set of agreed upon principles to guide the entire product development from that point onwards. 

Personas

Base for the hero flows

Based on the accumulated knowledge we set up three personas. We referred to them throughout the entire product development process.

 

  • 3 segments were selected out of 6 defined segments by three.ie that are most common digital users:  

    • Uniters: Busy homes, busy lives, multi-tasking Mums, and Dads pitching in whenever they can. 

    • Enrichers: with the arrival of children comes many new responsibilities and they’re adjusting to the demands and pressures of family-living.

    • Entertainers: their whole lives stretching before them, Entertainers are excited about the world and the myriad possibilities and opportunities it affords them.

  • ​Each persona was assigned a Channel (Web, Retail, App) that best fit the documented behaviors.

Concept

"Does the walker choose the path, or the path the walker?” Garth Nix, Sabriel

Following the research outcomes, we gathered for two weeks of design thinking workshops based on the existing business flows to create a unified concept.Highlights:Basic business processes were chosen to cover a broad use and to set guides for each channel.Each business process was designed through the eyes of a specific persona that best fit the usage mental model (Single, 20'sh = Mobile topup | Married, 30'sh = Desktop purchase | Married + 2, 40'sh = Retail Upgrade plan)Participants: The holy trinityThree business representatives, Three design team, three IT architects, Amdocs Design team (A GD designer, Me supproted by the team in israel), Solution manager (system expert), and development architects.All hero flows were tested both with real users and retail agents (for the retail app flow).

 

 

Concept examples

Three.IE digital transformation In numbers

Consolidation of 300 systems, 16 catalogs and |more than 50 third­party partners

30% increase in self-service adoption and automated customer interactions

30% reduction in calls to contact centers

Improvements in digital NPS, customer churn, and time to market for new products and services

360° customer view across multiple channels

Outcome

"What you see is what you get" 
Every CMS Developer, ever.

The Concept was a great success, both as a base for design and as a base for collaboration with a client. Following the exercise done with three.ie, together with the project manager and the solution architect, I established a new methodology of working with an Amdocs client. This method is referred to as "Design based scoping". 


Design based scoping:

 

  • Instead of RFPs or PRDs discussions and responses, Amdocs is presenting to the client visual design (graphic design concept or wireframes). The client knows exactly what they are getting.

  • The conversation is around experience and not only capabilities.

  • The handshake with the client is firm, and there are very few customizations or client disappointment after months of developing.

  • Validation is done with the client, and with real users, before development. 

  • Limiting development iterations, saving millions for Amdocs and shorten time to market for the client. 

​

Following the concept stage I led the design and ux team for additional two years resulting in a great successful project collaboration, turning a hostile client into a trusted 

bottom of page