Overview
The Customer Experience department of Turkcell, Turkey's leading digital operator, aimed to adopt a human-centric organizational model for new product and service development.
At ATÖLYE, I collaborated with them on 2 CX Labs cohorts and a Loyalty project. The CX Labs aimed to equip employees with human-centered design skillsets and mindsets, transitioning them from learners to active practitioners and design advocates. Each 4-month-long CX Lab consisted of 6 Bootcamps, guiding employees through the HCD process while designing breakthrough services.
Additionally, I co-designed with trained learners for a Loyalty project, for participants to deliver high-quality design outputs. As a result, a product concept called Gift Box ("Hediye Havuzu" in Turkish) was developed and subsequently launched (October 2019), averaging 14.5 million monthly users.
Client
Turkcell
Role
Service & Learning Designer
Year
2018 - 2021
Duration
25 Weeks
Team
1 learning designer, 1 project lead, 1 design researcher and 4 coaches
Design Challenge
How might we empower client’s Customer Experience teams to lead customer-centered transformation and enable the creation of innovative products, services, and business models?
Workshops
40 participants were divided into 4 groups which were given pre-defined focus areas by the client set before the project. The program consisted of 6 bootcamps and an evaluation & reflection workshop, bootcamps were divided into groups to follow the Discover, Define, Ideate, Prototype, and Test steps of the Human-Centered Design process.
The first two bootcamps were focused on understanding the “as is situation” of each team’s focal areas. Then the participants moved on to the later bootcamps in which they identified the user challenge, brainstormed out-of-the-box ideas to form their solution concepts, prototyped and tested them with real users, and iterated on their concepts to learn how to tell the story of their learning journey and project outcomes to senior leadership.
We used methods from Liberating Structures while designing experiential learning activities.
Early stage prototypes, developed by the Turkcell team and guided by me, other coaches and facilitators
Impact
After two cohorts, 40 graduates designed 11 high-impact concepts and implemented them in their organizations.
We later collaborated with CX change agents to enhance customer loyalty by role-modeling and designing as one team. This led to the launch of the Gift Box (“Hediye Havuzu”), which now reaches over 5.5 million users monthly.
Mid stage prototypes for both digital and physical products. You can see the final version of it in Turkcell Dijital Operatörüm app.