Jobs to be done

This research framework helps to identify gaps in a market and possibilities for information.

We had a training on the frame work and how to run the interviews. Most importantly, we learned what to listen for in the interviews- we care about why.

Working for BT- the focus was on the connectivity and issues with it. We found out the users don’t want to spend time looking for information how to fix broadband, they wanted it to be fixed before they noticed the problem.

” People don’t want to buy a quarter-inch drill. They want a quarter-inch hole”
– Theodore Levitt

Design thinking

After the research, I started thinking about personalised help. After all, companies that supply broadband, also have a lot of information about customers.

Personalisation can feel creepy at times- there is a delicate balance.

First, I thought about soft login – having user name on a banner, for a personal touch, with an option to log out. It can be done by using cookies, which are a usual practice.

Second, most service providers know what packages users have with them, so why not surface information that’s most relevant, rather than making the user navigate the site.

Third, broadband providers also can run a test to check how your connection is performing. That can be used to help the user to make most of the connection. Would also be a great opportunity to upsell the package.

After presenting it to design peers, I received very positive feedback.

Hero banner design

I decided to push top banner design a bit further and make the design feel more modern. Rather than showing a lot of information first.
This design is more airy and uses images for a visual impact.

Near Future Ambition

After aligning with a technology side and gaining deeper understanding on what’s possible, I created a mid way design – something that could be achievable in the near future.
Hero banner still has a personalised greeting message. Under it- list of products customer already has and a status alert. Red meaning there is a critical issue that needs users attention. Also, I added a handy, instagram story like, video hub, that only surface information that is relevant to the user.