Partner Toolkit - EE - Proving the value of Service Design

Proving the value for Service Design within BT Consumer. Framing the correct problem to be solved, educating SMEs and influencing strategic direction whilst saving money, increasing sales and identifying areas for improvement across existing products and services.

Situation
The EE proposition team had £500k to spend on creating a toolkit for customers to manage their additional add ons, such as BT Sport and Netflix, within the MYEE app.

Task
Working as a Senior Service Design alongside a Product Owner and User Researcher, the proof was required to show that a toolkit within the app would be what users needed and that it addressed their pains.

Action
I mapped out the end-to-end journey that customers currently go on and the touch points, both front stage and back stage, to gain additional benefits so that it could be understood easily by decision makers. Then, I worked with SMEs across analytics, research, stores, call centres and data science to gather relevant insight around customer needs and pain points, mapping these across the journey, synthesising findings and creating priority matrix to show decision makers that a 'Partner Toolkit' would not be a sound investment whilst also showing SMEs where the highest value with lowest effort fixes would be to the existing service and its journeys.

Result
This was the first time digital squads went beyond the front stage of services on a project and beyond digital to focus on problems and needs​ of EE's customers and staff. Several ideas were identified to take forward into squads and strategy. Squad members were brought into high level conversations, giving them a voice before a project was kicked off. Connecting key SMEs across the business drove future collaboration. Industry experts from beyond the digital space now speak to the digital teams on a regular basis, sharing their knowledge. Numerous squads saved weeks worth of work, adding up to £100,000s that would have had little to no impact on EE's customers and were able to pivot to meaningful, impactful work.