Seren, a well established service design agency asked me to lead a B2B website redesign for a large Telco. 

 

The telco already had a brochure-style site but required help with:

a) what their competitors did online

b) understand the current and future needs of their clients and internal teams

c) provide a series of detailed user journeys that would serve as a blueprint to re-design the website

 

Benchmark report: We started the project with a benchmark report which run in parallel with researching what was important to users.

Senior stakeholder workshops: A series of initial workshops helped us understand who the users are and what they needed from the site. They also enabled us to sketch high-level user journeys for each of those user types. 

Personas: Based on the output of those workshops I created 7 key personas, detailing their organisational and personal needs as well as their expectations from the future website.

One-to-one user interviews: In order to gain further insight on user requirements, I held a series of one-to-one interviews with a sample of each of the key target audiences and presented the results to the project steering comitee.

 

During that presentation, we also agreed on the key user journeys that stemed from my findings. 

Customer journeys: The final and key deliverable of the project was a document detailing the key user journeys for each audience. These journeys represent how customers and internal audiences would ideally engage with the organisation and particular services across all channels.