FET and AJA's design team worked together for a year to break through the status quo, extract the value of service touchpoints, integrate the group's multiple services, and reshape commercial and personal websites.
After Taiwan's telecom price war(499NT package) in 2018, the price of telecom in the hearts of the public is anchored at around 499NT. When a user chooses a telecommunications provider, only the price difference remains, which indirectly limits the value that telecommunications can create. In response to the changes in demand in the 5G era. We need to break through the status quo, extract the value of service touchpoints, integrate the group's multiple services, and reshape commercial and personal websites.
1. Clarified current issues through user research.
2. Construct an easy-to-understand information structure and introduce product advantages, allowing consumers to freely explore the information they need on the website and complete telecommunications tasks smoothly.
User Researcher x2
User Experience Designer x2
User Interfacer Designer x2
Project Manger x1
Front-end Engineer x2
UI Designer
Based on quality and quantity test results, planning the product functions, user flow and design user interface.
2019-2020
Starting from customer research and discovery,
create efficient communication for multi teams collaboration.
How to discover opportunities through consumer insights?
Explore the touch points of consumer experience, construct various appearances of interaction with customers, and refine insights. In order to listen to the voices of different users, AJA researchers visited 6 FET direct and franchise stores in the north, middle and south, interviewed nearly 100 users on the street, and conducted 4 focus interviews.
We found that digital capabilities are not the fundamental reason that hinders users from using telecom online services, but that telecom operators in the market use technical terminology to communicate when selling. Users are not familiar with the application process and product functions, which leads to a negative impression of the public's cognitive gap .
Invite FET management team to share their vision, goals, and past experience, clarify the industry context, and focus on internal needs and unresolved issues.
Share the current situation and pain points with the internal team, and look for design opportunities.
Explore the pain points, needs, and future development opportunities of users with different identities in digital services in the telecom industry.
Follow up the exploratory user research findings, conduct verification usability tests on the unreleased revised design, and continue to adjust the revised design.
In the official website optimization and revision design project,
we carried out the following research activities....
Interview with senior management team
Visit to customers of FET stores in Taiwan
Personal and corporate user interviews
Userbility Testings
Understand every detail of consumers' access to telecom services and discover opportunities. By constructing a digital experience blueprint, we describe the interaction between customers and touch-points, focus on the tasks that consumers and telecom operators touch most frequently, make detailed distinctions by contact frequency, analyse the current situation and pain points, and find out opportunities for design transformation.
Preliminary user studies have found that in the telecom digital service journey, providing information to customers at the right moment is the key to the success of communication. Everyone will be exposed to different things in the telecommunications industry. There are moments with strong purpose and focus, such as crisis management and applying for a door number; Choosing to provide the corresponding information at the right moment will be an important factor in whether the communication message can enter the minds of consumers.
FET has rich experience in digital capabilities and resource integration, and continues to co-create and deliver service value with the AJA design team. During this year, we have established a set of efficient communication processes, through user journey maps and analysis of user profiles. This tool helps different departments to quickly understand the current market situation, and raises the current issues facing the department, and digs out design solutions that can be solved.
Validate design, and continuous doing optimization
Ans: Semi-distance testingLeaving the laboratory, go directly to the most familiar field (in-store) for micro-business owners to experience the latest design prototypes and provide first-hand perspective.
Ans: Usability TestInvite users to conduct tasks on the web, and then correct potential design problems from user’s feedback.
What I learned 💡
Time is Money, manage wisely!
As the researchers were conducting interviews intensively, designers were also assisting with interviews and doing desktop research for UX/UI optimization proposals. Time was a big bottleneck in this project as we had loads of missions to do. Thanks to the Gantt chart, everyone in the team was clear on what to do and when to finish their own mission.
Static and dynamic content editing
The core purpose for the landing page is to attract new customer and convert their interaction into meaningful numbers.
According to user surveys, customers like visiting physical stores for the real interaction between people, which is humane and makes people feel at ease. So how do we transfer the warmth from the offline to the official website online and continue to present moving values?
Integrate a single entrance for quick consultation at any time
Take the initiative to provide help and help customers think more about thoughtful support
Clear guidance, always knowing where users’ next step is
A data base where consolidates online resources
Thoughtful and easy-to-understand vernacular, reducing the gap in information communication
Timely and personalized recommendations for users to browse
Use lively and friendly communication methods to promote promotions with periodic activities.
Customized from the digital, providing personal labeling themes and recommendations.
Create design systems and brand identity and drive forward design propositions
takes you go forward , explore and enjoy the surprises of life
Based on richness and diversity, forward exploration, and surprises, optimize the services that each user comes into contact with. To carry forward and extend the Far EasTone indicator graphics, the arrows are fully used throughout the website to guide you to a wonderful digital life. Elegant embellishment elements and colorful colors are metaphors for a wonderful life, showing personalized designs everywhere, and depicting the imagination of what the future of telecom operators should look like.Follow the brand spirit, transform from sensibility to rationality, formulate the following visual design goals
Starting from personal needs, taking the situation and context story as an opportunity.
By removing cumbersomeness, users can easily understand information and make decisions.
Help users explore new things and focus on improving the quality of life.
Different stages of daily life create pleasant surprises in life.
Our digital visual identity expresses a simple design language and presents a bright and modern visual experience by using dynamic and geometric elements to echo the brand identity and express the spirit of continuous advancement.
The images of individual users show that people feel pleasure and enjoyment through the convenience of technology. Projecting the real scenes in the user's life, the photos should look natural, with a little story metaphor, and convey a warm and comfortable image under the composition of light and objects.The image of enterprise users should show the enthusiasm and confidence brought by full commitment. From miniature to large, it creates the emotions we are all ready for, and demonstrates reliability and intellectuality with focused and smiling images.
In addition to the main brand colors we use, we have added different hues as secondary colors for individual users. Moderately incorporate these colors into images and decorative elements, giving the brand a colorful and diverse atmosphere, and conveying a visual language that enriches life due to digital. For enterprise users, gray-blue tones are added to give it a professional, shrewd and steady image.
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Following the design goal “fast and convenient ”, the fonts we use are easy to obtain and lightweight. Abandon the way of loading fonts, adopt the default font priority reading method of the device operating system, and uphold high recognition and compatibility in Chinese and English display. The principle of easy-to-read is adopted, so the sans-serif modern and concise style is adopted, and the font presents a variety of weights to meet the tone effects required by various occasions.
Pattern is the imagination and expansion of brand identity. Capture, rotate, zoom, and repeat from a specific angle, with the combination of main and auxiliary colors, and use them appropriately on the component background or design details of the page to form a unique foil element for the brand. In addition to the simple space layout, it add depth to the brand recognition.
In terms of interaction, we reflect the inspiration of the brand’s iconic images, creating subtle surprises everywhere from the actions of entering and transitioning or the user’s exploration of operations, and maintaining visual and interactive aspects in the overall movement direction and rhythm The consistency of feedback adds vitality to the brand's digital experience.
According to the needs of different hierarchy, strike a balance between interactive guidance and visual performance.
Integrate maintenance and operation requirements and maintain visual uniformity of banner advertisements
Optimize information presentation and reduce the burden on users to absorb informationPattern design: through unique foil elements, deepen brand recognition
Through unique foil elements, pattern can deepen brand recognition and be used throughout the whole digital system.
Enhance the aesthetic and emotional appeal of the interface, while assisting the reading of information. In order to stay focus on the brand color, the assistant color are mainly in grey scale.
Quick combination and able change according to needs
In this project, I cooperated with senior researchers and a senior UI designer which made me really broaden my horizon through them. The most difficult part somehow was not the design itself, it was all about “communication”. Such as how to solve disagreements between clients. How to persuade different stakeholders when they have different goals? Many unexpected requests interrupted the design process, how should we deal with these asks? Therefore, despite my design hard skills, I am eager to cultivate my interpersonal soft skills.