For a telecom operator, every extra click cost a customer and every content change waited on IT, so the buying and upgrading experience had to shed both.
“Every extra click is a customer you might lose. Every IT dependency is a day you cannot get back.”
The telecom operator needed to revamp its end-to-end digital experience across web, tablet, and mobile so it was more intuitive with fewer clicks. It also wanted current and future business users to add and edit website content without relying on IT.
Applying a Design Thinking approach, ML arteka dug into the end users and the end-to-end journey, building prototypes for rapid testing and revisiting assumptions based on feedback. To increase functionality and time-to-market, the team recommended revamping the technology stack and implementing a content model independent of any presentation layer, delivered as a progressive web application with a CMS.
The result: a three-step activation flow, down from the usual seven, fewer duplicate forms across entry points, and content updates that dropped from two to three weeks to as little as 30 minutes.
Business Outcomes
A simpler flow and a business-managed content model improved experience, performance, and speed to market.
Down from a typical seven-step process.
Down from two to three weeks.
No IT dependency for edits.
The Transformation
From a seven-step, IT-dependent experience to a three-step, business-managed one.
- 1
UnderstandDesign Thinking, In ContextStudied end users and the end-to-end journey to ground the redesign in real behavior. - 2
PrototypeRapid Testing and ValidationBuilt prototypes, tested with a real audience, and revisited assumptions from the feedback. - 3
Re-architectContent Independent of PresentationRecommended a revamped stack and a content model decoupled from the presentation layer. - 4
EnablePWA and a Friendly CMSDelivered a progressive web application and CMS so business users manage content themselves.
The Business Challenge
Too Many Clicks, Too Much IT Dependency
The operator wanted an intuitive buying and upgrading experience and content freedom for business teams.
A clunky end-to-end flow
The experience across web, tablet, and mobile needed fewer clicks to complete a task.
IT dependency for content
Business users could not add or edit content without IT assistance.
Duplicate forms
Multiple entry points led to duplicated components and forms.
Business Outcomes in Detail
What the Numbers Mean
Down from a typical seven-step process.
Down from two to three weeks.
No IT dependency for edits.
Technology Snapshot
The Experience Stack
Simplicity is an engineering outcome, not an accident. Reducing activation from seven steps to three cut the components to build and the forms to maintain, while a headless CMS handed content control back to the business.
Executive Questions and Answers
The questions leadership tends to ask when evaluating an approach like this.
Experience
How do you get from seven steps to three?
By studying the real journey and removing duplicated components and forms, the activation flow was simplified to three steps while staying intuitive.
Autonomy
How do business users update content without IT?
A headless CMS with a friendly editing interface lets business users manage content directly, cutting update time from weeks to as little as 30 minutes.
Performance
What did the new stack change for developers?
A progressive web application and decoupled content model let developers build engaging experiences while improving performance and SEO.
