At the largest telecommunications company in Taiwan, we are deepening the CHT App, one of the four major channels, based on its positioning as a personalized assistant channel.
Problem Statement
The four major channels—Physical Stores, Phone Customer Service, Official Website, and CHT App—have vague definitions and low integration among the channels.
The Goal and Target Audience
Through an action plan, we aim to understand the overall perception of the channels among millions of users, and based on the channel positioning, revamp the CHT Official App.
Research
Design Process
01 Attribute-Outcome Value Map
02 Brand New Design System
03 Information Architecture
04 Wireframes and Mockups
05 Prototypes, testing and implementation
06 Handoff UI specifications.
Problem Statement 01
What types of apps are used the most?
Simform. (2021, January). App usage statistics 2022 that'll surprise you.
Telecom apps are opened only when needed
58% of users most frequently use: social media, games, and communication apps, with these three categories being the most dominant.
Approximately 75% of users confirm that they interact daily with the five major categories: social media, games, communication, entertainment, and browsers.
Telecom apps, like financial and weather apps, belong to the type that is opened only when needed and are service-oriented products designed to immediately fulfill the user’s specific task goals.
Qualitative Action Plan
Focus Group Interviews
2 sessions (12 participants each)
In-depth Interviews
20 sessions (divided into 4 groups)
Prototyping Testing
6 sessions (A/B testing)
Quantitative Analysis
Value Attributes Questionnaire
800 responses
Tree Testing
180 responses collected
Proportion of Channel Selection for 11 Common Services
Enhance the visibility of standard and customized features to build the information architecture
Definition: Mental Model of Channel Selection
CHT App
A personal assistant in your pocket. Provides personalized, relevant information with high privacy and regular notifications.
Digital Store Official Website
A one-stop platform for product and service information inquiries, allowing users to gather information anytime, anywhere, with convenience.
Physical Store
An integrated counter with personal interaction. All business transactions can be handled through in-person interactions, offering a multi-valued experience through immediate feedback.
Phone Customer Service
One-click access to guided assistance. When encountering obstacles, a representative clarifies issues and provides responses and guidance.
Motivations for Customers Choosing the CHT App
Co-creation Workshops
Discussing channel value, information architecture and creating design system through based on atomic theory and LEGO
01
Ensuring Consistent Digital Channel Experiences
Since different channels are operated by different company departments, aligning through a design system ensures that digital channels are not only visually consistent but also maintain brand value in interaction design and interface.
02
Reducing Development Costs through a Component Library
By building a foundation, components, and modules based on atomic theory, we avoid the waste of resources from redundant development.
03
Supervision and Review Different Digital Product Lines
The design system, created by the design center, is monitored and iteratively refined by upper-level departments to ensure brand-centered interaction design and interface.
Strengthen the Positioning of the Personalized Assistant
Enhance the visibility of standard and customized features to build the information architecture
Wireframe of the Main Pages
Digital Channel Design System
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