Customer and agent user journeys provided MTN with contextual information about their users, allowing them to view the entire experience as a path that should begin with having a need and end with having that need met. Furthermore, it helped personify their users – their feelings, motivations and experiences to better design experiences that guide them towards meeting their needs.
User journeys helped to provide MTN with an objective assessment of how their customer and agent personas interact throughout their service ecosystem, across multiple digital touchpoints. By mapping the current user journeys we were able to identify areas of the service ecosystem that needed improvement as well as those areas where users were successfully accomplishing their goals.
Customer and agent profiles and mapping current experiences
To understand MTN’s users and agents, we conducted extensive interviews at various MTN retail locations, call centers and regional offices. Our team of UX specialisits also conducted user testing and analysis of MTN’s existing digital products, resulting in the development of 9 customer journeys and 25 scenarios. When the user journeys across the existing MTN service ecosystem were mapped and printed, the longest measured 12 meters, illustrating the complexity and timeous nature of resolving service queries.
Helm Head of Experience and Product Design
|n a fast-paced, digital world, a reimagined user experience should consider processes that allow businesses to continually optimise their customers’ experiences. To continually deliver a customer experience that is highly personalised and relevant, an updated user journey should incorporate mechanisms that allow businesses to gather user data and test assumptions.
Four future journeys, one unified experience
With an understanding of the existing journeys and pain points of both the customer and agents, we developed four future Omnichannel journeys. The reimagined experience reconsidered MTN’s existing and legacy systems. The redesigned journey reduced complexity and resolved pain points for both the customer and the agent.
User surveys gathered
User journeys developed
Experience maps created