Business development
UX direction, research lead
Venture · Big data
2019
The challenge
With its core mobile network business shrinking fast, a large telco needed to diversify against tough competition. A small expert team was tasked with turning the operator's customer data into new business opportunities.
My opening hypothesis: a dynamic insight tool for the retail sector, using Big Data — footfall, catchments and local demographics — to drive smarter investment decisions.
The approach
I organised the team in scrum to get an MVP to market fast and learn from target customers.
I led the customer engagement work and introduced user-centred methods across the team — ideation workshops, storyboards, user interviews, user flows, wireframes, prototypes and experience guidelines.
Applying lean start-up and agile practices, we ran research, concept, design, development and testing, and planned the product's industrialisation.
The outcome
We created a new revenue stream and a new business unit.
Its success proved the case for investing in a suite of products built on mobile network event data.
The start-up-style venture I helped launch grew into a full business unit employing more than 130 people across Europe and South America.