Digital Retail Interaction Design:
“Turkcell Go”
* Brand: Turkcell
* Role: Interaction Designer & Design Team Lead
* Problem/Opportunity Tackled: To start the retail digital transformation within Turkcell, establish a new interaction method within sales channel. Change the sales conversation to be much more experience and trust oriented, and to create a differentiated communication approach in retail stores.
BACKGROUND
In 2017, we kicked off a project to create a brand new dialogue with customers visiting our retail shops. We wanted to shift from a traditional sales approach to a side-by-side, trustworthy, knowledgeable and warm hearted assistance approach in retail. My role was to lead the design team of UX/UI designers and also work as an interaction designer. The project is rewarded within the company and seen as a critical pillar of retail channel transformation in the journey of becoming 'the digital operator’.
USER-CENTRIC DESIGN METHODOLOGY OF THE PROJECT
The project was a successful case study for the company in terms of user centric product design process. Soon after project kick off, we spent days in different retail stores, interviewing staff, managers and the customers. We moved on to a design thinking workshop with nearly 40 participants from all product teams, staff from the field, learning department, sales teams and design thinking facilitators.
Throughout the project, ideation and approvals were successfully carried out by wireframes. The design system created by R/GA was carefully applied throughout the application and 2 sets of Usability Tests (11 participants of each) were conducted with real users to perfect the solution prior to launch.
Retail shops actively took part in co-creation, and are currently acting as active idea generators for the upcoming releases of the project.
Design team collaborations: R/GA & IBM IX
SERVICE DESIGN WORKSHOP
BEHAVIOUR OBSERVATION STUDIES & INTERVIEWS
PERSONA STUDY AND USER JOURNEY MAPPING
IDEATION & FEATURE DECISION-MAKING TECHNIQUES
HAND-SCRIBBLED MOCK-UPS
WIREFRAMES
GAMIFICATION SYSTEM DESIGN
USABILITY STUDIES
PROTOTYPES & INTERACTION VIDEOS
Mock-ups, prototypes and interaction videos were prepared to present the designed solution to upper level management for critiques and approval. Product videos were created and are currently being used for internal communication and user experience/design award applications.