The Challenge

During my current assignment as the Zonal Business Manager at my organization, I was presented with a  problem statement of designing the communication material around a new product, an entertainment  application, which was a supplement to our voice and data services based portfolio. It was launched in  lieu of creating differentiation and customer loyalty in the highly competitive and now consolidated  telecom sector.

The product of such a type was essential in the current scenario as pricing has been disrupted by a new  market entrant, and the products have been narrowed down to unlimited calls and data services, at a  fixed price. It was important to successfully use the newly launched product to attract new customers as  well as ensure stickiness of existing customers. There was a national campaign around the same, but  since in India, as per a famous saying, the language changes every 100 KM, so to cater to this diversity,  we decided to come up with a communication plan very specific to the geographic scope of my unit in  Punjab state.

Implementing the Tool – The process

The design thinking tool utilized here by me was visualization. Since we had a lot of verbal agreements  and disagreements on several ideas that came along, however, since we had to find a uniform design for  the communication material, we had to narrow down on only some ideas that could be effectively  implemented.

For this, I asked my team members (28 in total), to make 5 hand-made posters regarding the different  propositions of the product, which was a mobile entertainment application offering Live TV, and  streaming of shows and movies, as well as a music app used for online streaming as well as downloading  latest songs. They were given instructions to be creative with this and not stick to usual text only  communication we adopted. After this, the posters were displayed in a room, and put up on walls as  they would be across retail shops in the market. After the exhibition, I asked all team members to come  and take a walk inside the room, and later on exiting, write two most appealing propositions that came  to their mind and left a mark. Since they belonged to very different markets, and geographic regions, I  hoped we would be able to cover a fair bit of ‘WOW’ factors for different target segments.

The Result

On basis of the above exercise, we were able to finalize two major key insights, which appealed and  made a use case for the people who viewed it.

1. Live cricket, especially communication around upcoming tournament between India and

Australia, one of the most famous and sought after rivalry in the cricketing world

2. Communication around downloading latest Punjabi language songs, especially from the most

popular singers across the state.

It was also observed that a pictorial depiction of the same was much more impacting. On basis of  this feedback, we came up with the following communication to be put across ~10,000 retail shops  across my zone.

Modifications

In my opinion, and after understating and applying different processes of design thinking, the next time I  do this exercise I would make the following changes, and include ‘Learning launch’ tool:

1. I would ensure that the control group comprises of team members from varied backgrounds

such as finance or customer experience, to counter confirmation bias we might have

2. After deciding on the theme, I will design an experimental campaign in one of the markets,

capturing proper changes in app download numbers before and after communication, which will  be the key metric to define success failure of the theme of communication

The product in consideration is https://www.hart.com/posts/tagspost.htm


The Challenge During my current assignment as the Zonal Business Manager at my organization , I was presented with a problem statement of designing the communication material around a new product , an entertainment application , which was a supplement to our voice and data services based portfolio . It was launched in lieu of creating differentiation and customer loyalty in the highly competitive and now consolidated telecom sector . The product of such a type was essential in the current scenario as pricing has been disrupted by a new market entrant , and the products have been narrowed down to unlimited calls and data services , at a fixed price . It was important to successfully use the newly launched product to attract new customers as well as ensure stickiness of existing customers . There was a national campaign around the same , but since in India , as per a famous saying , the language changes every 100 KM , so to cater to this diversity , we decided to come up with a communication plan very specific to the geographic scope of my unit in Punjab state . Implementing the Tool – The process The design thinking tool utilized here by me was visualization . Since we had a lot of verbal agreements and disagreements on several ideas that came along , however , since we had to find a uniform design for the communication material , we had to narrow down on only some ideas that could be effectively implemented . For this , I asked my team members ( 28 in total ) , to make 5 hand - made posters regarding the different propositions of the product , which was a mobile entertainment application offering Live TV , and streaming of shows and movies , as well as a music app used for online streaming as well as downloading latest songs . They were given instructions to be creative with this and not stick to usual text only communication we adopted . After this , the posters were displayed in a room , and put up on walls as they would be across retail shops in the market . After the exhibition , I asked all team members to come and take a walk inside the room , and later on exiting , write two most appealing propositions that came to their mind and left a mark . Since they belonged to very different markets , and geographic regions , I hoped we would be able to cover a fair bit of ‘ WOW ’ factors for different target segments . The Result On basis of the above exercise , we were able to finalize two major key insights , which appealed and made a use case for the people who viewed it . 1 . Live cricket , especially communication around upcoming tournament between India and Australia , one of the most famous and sought after rivalry in the cricketing world 2 . Communication around downloading latest Punjabi language songs , especially from the most popular singers across the state . It was also observed that a pictorial depiction of the same was much more impacting . On basis of this feedback , we came up with the following communication to be put across ~10,000 retail shops across my zone . Modifications In my opinion , and after understating and applying different processes of design thinking , the next time I do this exercise I would make the following changes , and include ‘ Learning launch ’ tool : 1 . I would ensure that the control group comprises of team members from varied backgrounds such as finance or customer experience , to counter confirmation bias we might have 2 . After deciding on the theme , I will design an experimental campaign in one of the markets , capturing proper changes in app download numbers before and after communication , which will be the key metric to define success failure of the theme of communication The product in consideration is https://www.hart.com/posts/tagspost.htm