Optimum: New Business Opportunities for SMEs
Problem Statement
In 2021, Altice, the parent company of Optimum and Suddenlink, aspired to re-imagine customer experience for small and medium business owners. Effort was centred at the beginning of the user journey - with most investments going to attracting new customers and none to creating a great experience afterwards. I led a design team through the creation of a new experience to enabling existing users to buy, upgrade and manage internet connectivity as well as SaaS products and services.
UX Methodology
After intense stakeholder interviews and end-user interviews, I led many workshops with our client teams to ideate and co-create a new experience. My team then iterated through big picture user flows to high fidelity prototypes of a new eco-system of digital products across web, app, and voice.
Research & Insights
We developed a deep understanding of Altice’s internal practices, their customers, and everyone’s pain points, creating a living service blueprint that highlighted all of points of interaction between the user and the products, and the internal frictions points.
- Prioritising new customers over existing customers has led to inefficiencies and frustration, causing customers to cancel plans in search of “new customer offers”.
- Inefficiencies in the billings process is a huge bottleneck and is the main reason sales are lost.
- Over-reliance on salespeople creates an inconsistent experience and limits the company from scaling
Design
The telecoms company simply wasn’t focusing on the experience after purchase. To overcome this, the team designed an experience that gave customers greater control over how and when to upgrade, creating more natural up-sell and cross-sell opportunities for the business. We balanced the need for convenience and care to increase customer long-term value.
Impact
This project led to the creation of 4 new projects for our agency, a huge win in terms of business development.