Client: Safaricom
Partners: Safaricom Research Team, MB96
Sector: Telecommunication
Services: Experience Design, Mobile App Design, Mobile App Development
Creating a Lifestyle App
Working with the research team, we introduced a new way of understanding behaviours and jobs-to-be-done in regards to the Safaricom app customers. Our goal was to create a purpose led, digital lifestyle, companion.
The Challenge
Safaricom wanted to become even more customer focused in their product development. How could they create a lifestyle app that was better attuned to the actual lifestyle and life cycle of their customers? What is the best way to break down department silos and become truly customer centric? We worked together towards this effort on a number of projects.
Our Approach
We started by conducting in-depth interviews with customers across different demographic groups provided to us by the client’s agency. We sought to understand the various Safaricom and non-Safaricom products that each person used over daily, weekly, monthly, and other seasonal cycles. We also identified key activities to journey map end-to-end.
Over the next few weeks, we took the insights from the user research and wireframed a lifestyle app that incorporated key journeys—leveraging Safaricom products. We also anticipated partners along the journey, such as event tickets and food vendors.
The Outcome
Marathon delivered a preliminary design system envisioned to standardise all Safaricom digital touchpoints and create a consistent user experience. We presented personas, customer journey maps, and value proposition maps with opportunities for new products and improvements to current products identified.
In the end, we designed and delivered a IoS, Android, and PWA that re-imagined the MySafaricom App.
We also had the pleasure of working with the innovation team at Safaricom to provide a human centered design course to the organization, thereby promoting design thinking across the company.