Oleg Koss design thinking breaking silos

© Kyivstar, 2016 | 2

Me – Oleg Koss

• Engineer in telecommunications & MBA

• 10 years of telecom experience

• Worked in Sales, Marketing and New product development

• Fixed & mobile operators, leaders and challengers

• СX team leader in Kyivstar since Dec 2014

• I love people

© Kyivstar, 2016 | 3

Kyivstar

• Market leader (subs, revenue, NPS)

• Part of VimpelCom group

• 26M mobile and 0,8M fixed customers

• 90% prepaid

• ARPU mobile ~$1,8USD

• NPS mobile 29%

• Monthly churn ~2%

Fix poor experience

Customer centricity

New product launch

Key journeys re-design

This is ambiguous process!

• Visit frontline

• Interview stakeholders

• Collect the team

Preparation

• Cross-functional

• Different levels

• Good listeners

• Can speak up

• Facilitator(!)

The team

Pla

ce

• Voice of business? – businesses!

• Voice of customer?

• What is the problem?

• Why-why-why-why-why?

• What is known and what is not?

• How does it work now?

• Frames?

Introduce the problem

Diverge - converge

• Facts

• Hypothesis

• Questions

• Benchmarks

• Paradox (!)

• Plan of research

My beloved problem

• …observe!

• Usual and unusual(!)

• Analogies

• Surprises

• Life stories

• What does not exist

Looking for inspiration

Map the journey:

• Main steps

• Barriers

• Emotions

Now when I know...

• Tap the inspiration source

• Brainstorm – build on ideas

• Quantity matters

• Do not mind limits; remember the limits

• Choose the best

• Shape them

• Throw away the rest

Diverge - Converge

• NO perfection!

– Customer journey

– Storyboards

– Sketches

– Dialogues

Prototype

Pass to implementation

• CSI, CES, NPS

• Take-up rate, %

• Retention rate, %

• Re-migration rate, %

• % of digital transaction

K P I

Introduction

1-4 weeks

Research

2-8 weeks

Prototyping

1-6 weeks

Pilots

1-6 weeks

Each stage is crucial!