Overhauling an Experience Strategy
Redefining how customers interact with a client’s flagship mobile app
Client Opportunity
The client, a national cell service company, was seeing low engagement levels with it’s flagship mobile app. This was seen as a chance to completely redefine the purpose of this key piece of the customer experience, but there was misalignment within client leadership on how to proceed.
Solution
Align senior executives and key stakeholders through an in person design thinking workshop centered around the future of their flagship app.
Big Win
The client chose to continue to partner on the strategy refinement and move into development phase, resulting in a 7 figure engagement contract.
Role
Project Lead / Lead CX Strategist
Approach
The initial focus of the application was primarily geared towards consumer sales, leading to a decline in app downloads and user engagement. To tackle this issue, a strategic shift was necessary to emphasize the app's utility rather than just its selling capability. This shift aimed to explore how the app could effectively engage consumers on a daily basis beyond just pushing products. To address this, I spearheaded the planning and execution of a workshop with the internal consulting team. Working closely with the team, I crafted a series of engaging activities intended to foster discussion and creativity. Upon completion, I assumed the primary role of lead facilitator during the workshop. The structured sequence of workshop activities comprised:
Outcomes
Team Alignment:
With a key client goal of the workshop being team alignment, we were able to work through all the concepts of ‘use’ over ‘sales’ with the team, and leave the workshop with key stakeholders aligned to moving forward with a ‘use strategy.
Wireframe Development
Wrapping up the workshop, we were able to produce sketched wireframes which gave the client a conceptual visual of how their app would manifest with the new strategic direction, allowing them to make an informed decision on budget and investment choices.