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I have worked at Denmark’s largest telecommunications company for 4 years, as a senior UX designer. Here you can see a snippet of my work during that time.

Mobile subscriptions - Up & Downgrade feature

Task: The business expressed a wish to develop a feature in self-service for the customers to upgrade their subscriptions, but not downgrade.

Solution: Being the customer’s advocate, I immediately wanted to investigate how we could include both the option to downgrade as well as upgrade their subscription. I made a wireframe mock-up, showcasing the solution to both up and down-grade. I made a user test to see whatever our customers find this feature useful and together with finance we made a business case to understand the financial impact downgrade could have on the business.

The result was clear from both the user test and the business case, including downgrade was necessary for the feature to be successful. The customer responded positively to the feature of both up and downgrade, so they could change accordingly to their current needs. The business case showed that by including downgade we would lower the churn rate, making it more profitable to include both options in the feature.

Sim Card redesign turned profitable for business and customers

Task: Redesign and optimize the sim card and e-sim flow in self-service.

Solution: I started out the task by reviewing the current solution to understand what we needed to optimize and highlight where best practice wasn’t being followed. During that, I noticed that we would charge our customers a fee if they had lost their Simcard, i.e. their phone was stolen. But we would not charge a fee when purchasing a new sim card. Being the customer’s advocate I immediately wanted to remove the fee, but again the business was afraid to do so, how would it impact the business?

It turned out, that if a customer calls in to get a new sim card, the call center would usually remove the fee and have empathy for the customer in their bad situation. But with a goal of driving our customers to be more digital, I made a suggestion to remove the fee online, making it profitable for the customer to order a new sim card in self-service. The business case showed that removing the fee online and getting just 10% of our customers to make the order in self-service instead of calling, would be profitable for the business. So my solution ended up saving both the customer and the business money, while optimizing the flow, making it easy for the customer to complete the task in self-service.