Turkcell CX Lab
Empower change agents to design disruptive products and services as Turkey's top telecom provider.
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
Impact
Since the launch of GiftBox, it has impacted the loyalty ecosystem beyond gift-giving.
%3-10
reduction of churn
varying based on the customer segment and time period
​
+13M
distinct users visited GiftBox
+120M
unique visit times of GiftBox
%50-240
increase in new user subscriptions in Turkcell's ecosystem apps
40
trained CX department employees in 2 cohorts
Workshops
In each cohort, 20 participants formed 4 teams and completed 6 bootcamps following the Human-Centered Design skillsets and mindsets.
The first two bootcamps focused on deeply understanding the current state. Then teams identified user challenges, ideated solutions, prototyped and tested with real users, and prepared to present their outcomes to senior leadership with storytelling methods.
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?
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
Design
In the project's second phase, I shifted from facilitator to designer, owning the design output for a loyalty project with select cohort graduates. Following the similar steps of Human-Centered Design, I led the research, synthesis and concept creation phases of the project.
​
My research revealed that loyal Turkcell users wanted to be rewarded as "good citizens", but couldn't find their rewards scattered across the app. With that opportunity, I designed GiftBox, a centralized and gamified system that consolidates all rewards in one place with layered tasks for unlocking higher tiers, capitalizing on Turkcell's ecosystem apps.
Mid stage prototypes for both digital and physical products. You can see the final version of it in Turkcell Dijital Operatörüm app.