Telecom Service Provider

Challenge

A major telecom service provider needed a user-centered design evaluation of their latest paper statement, based on the provider’s new billing algorithm. The client also sought unique content organization, structure, and flow as well as alternative graphic design options. User Centric was approached to ensure the more simplified paper statement met user expectations, reduced user confusion, and ultimately results in fewer calls to their customer-service center.

User Centric Approach

Initially, the User Centric information architecture team proposed an alternative billing format based on the major questions asked by users receiving the paper statement. Then, User Centric conducted usability testing of the alternative paper bills designed by both User Centric and an advertising agency.  The usability testing determined User Centric’s proposed structure was the easiest to understand and read.

After applying the pragmatic designs determined by User Centric’s initial usability testing, the graphic design team at User Centric and the advertising agency both developed visual designs for the proposed structure. A second round of testing was then conducted to compare the newly designed format to the proposed designs of the agency.  The second round of usability testing determined User Centric’s design was more easily understood and adopted.

Based on the second usability test results, the User Centric team further refined the content structure and visual appeal. A third round of summative testing was then completed to confirm the desirability and efficacy of the final design.

Results

Leveraging results from the information architecture, usability testing, and application design, the telecom service provider was able to evaluate a new paper bill design and structure with the goal of reducing user frustration and ultimately reduce inbound calls to their customer-service center. The final design outlined billing-period charges organized by service (voice, data, multimedia, etc.) rather than billing charges (monthly, peruse, overage); both structurally and graphically designed by User Centric. 

Ultimately, User Centric’s reputable expertise in designing high-volume complex transactional user interfaces, including paper statements, improved a major telecom service’s quality of their customer service.