My Landing Page
My Landing Page is a digital touchpoint that helps customers of a Japanese mobile operator switch to new mobile plans. Alongside a diverse and global design team, I assisted the telco’s strategic marketing department in adopting design thinking to introduce a new digital platform, enabling customers to switch plans and remain competitive in the changing market. The project was launched in Japan in 2019.
How can a leading mobile operator use design thinking and human-centred design to aid customers in moving to new mobile plans and staying competitive in the market?
Problem. Japan’s largest mobile operator is currently undergoing a radical transformation, including a digital-first approach to assist both new and existing customers in transitioning to new mobile plans.
Approach. To support the introduction of the new mobile plans, we involved executives and senior managers throughout the design process to emphasize design thinking and customer-centered design within the telecom company. Close collaboration with key stakeholders helped build trust and confidence in our agile end-to-end methodology, ultimately leading to the launch of the new plan switch digital service.
Solution. My Landing Page (MLP) offers customers a seamless and rapid online plan switch, introducing them to the mobile operator’s new experience. In line with the overall digital-first strategy, MLP serves as the initial MVP of a wider range of digital services available through this portal.
Solution. MLP was launched in 2019 as part of the telco’s comprehensive strategy to enhance its market presence in Japan.
A Quick Heads Up: Details have been omitted due to the NDA agreement. Please note that all opinions reported are mine.
Responsibilities
Activities
Project Details
Project highlights
Launched in 2019
as part of the telco’s comprehensive strategy for improving its market presence in Japan
A completely new, customer-centered touchpoint
Enabling customers to smoothly transition to the new mobile plans
A successful cross-country collaboration
Aiming at bringing the agile design approach within a landmark mobile operator
Design highlights
As part of our end-to-end design process, we developed, implemented, and launched key areas of the mobile service platform to facilitate users’ seamless transition to the new plan:
A new landing page
A completely new, user-friendly interface designed to provide a seamless transition for customers to new and simplified mobile plans. The page is created with a customer-centric approach, ensuring that users can easily access the information they need to understand the benefits of switching to the new plans.
Mobile plan configurator
An intuitive and easy-to-use tool that guides users in identifying the plan that best fits their unique needs. The plan builder helps users find the plan that offers the best value for their usage, ensuring they get the most out of their mobile plan.
Personal area
A newly re-designed section that offers users a comprehensive view of their network usage and helps them improve their plan. Users can monitor their data usage, track their monthly bills, and identify opportunities to optimize their plan for better value.
Team and stakeholders
This project was only made possible due to the combined efforts of several dedicated professionals, teams and the decisive support of key stakeholders. I would like to extend my sincere gratitude to the business and innovation team, as they placed their trust in our design and leadership capabilities. The contributions of my fellow design and front-end team members and the directors were indispensable in overcoming the cultural and methodological challenges we faced along the way. I extend my heartfelt gratitude to Andrea, Lais, and Misu for their exceptional creative leadership. I also thank Alessia and Giuseppe for being the architect of this impressive endeavour. Together, these teams and exceptional professionals, along with the agile development team, fostered a collaborative environment that allowed the project to be truly disruptive, delivered on schedule, and provided an endless source of both professional and personal learnings.
Design Operation Team (Tokyo)
Tokyo, Japan, (JP) • 3 team members
Lead Service Designer and Researcher
Lead Visual Designer
Lead Front-End Developer
Design Support Team
Milan and Treviso, Italy, (IT) • 5 team members
Sr. Visual Designer
Service and UX Designer
Lead Business Designer
Business Design Director
Visual Design Director
Stakeholders | Marketing and Innovation Division (Telco)
Tokyo, Japan (JP) • 4 team members
Head of Marketing
Head of Innovation
PO, Marketing
PO, Innovation
Stakeholders | Client Management Team
Tokyo, Japan (JP) • 7 team members
Lead Business Developer
Cultural Facilitator
Business Analyst, x5
Development | Front-End Team
Treviso, Italy, (IT) • 2 team members
Front-End Developer
Front-End Developer
Development | Agile Development Team (Back-End)
Tokyo, Japan (JP) • 4 team members
Lead BE Developer
Back-End Developer, X3
