PROJECT
JIO AIRFIBER
CLIENT
JIO PLATFORMS
ROLE
DESIGN LEAD
CONTRIBUTION
DESIGN DIRECTION
DIGITAL STRATEGY
PRODUCT DESIGN
VISUAL IDENTITY
PROTOTYPING
DESIGN AUDIT
DESIGN SYSTEM
YEAR
2023
INDUSTRY
TECHNOLOGY
TELECOMMUNICATIONS
Helping customers discover how Jio AirFiber can enhance their home lifestyle from multiple perspectives. With its "All-in-One" value proposition, Jio AirFiber offers unlimited entertainment and ultra-fast internet, providing seamless access to TV, apps, WiFi, and more — all in one service plan.
01.
Context
Jio is preparing to launch a new service called AirFiber, powered by its latest technology. The service aims to deliver unlimited home entertainment through an "All-in-One" value proposition strategy, offering customers fast internet along with a variety of bundled products. Additionally, AirFiber will serve as a pilot for introducing "Home" as a new business category. The key challenge is that customers may not fully understand the value this service provides or how it can enhance their daily home life. How can we communicate the benefits of AirFiber and demonstrate its potential to enrich their everyday living experience?
02.
Approach
In the context of reviewing the current customer journey, we identify the pain points customers experience, especially during the pre-purchase stages. From there, we develop hypotheses to guide the design of optimal solutions, which will be validated through user testing. This process will be informed by market and customer research, and aligned with business objectives. There is also an opportunity to integrate the brand design system with business strategy, art direction, and product design into a unified approach. This will allow us to create solutions that not only enhance the customer experience but also unlock business opportunities and increase brand loyalty.
03.
Outcome
Throughout the project, we supported Jio with various initiatives, guiding decisions through a customer-centric approach and design-led solutions. One example is the product landing page experience, designed to elevate how customers perceive Jio's services, products, and the brand overall. By leveraging and expanding Jio's design system, we crafted a narrative for the landing page that aligns with business goals while helping customers better understand how Jio AirFiber can enrich their home lifestyle from multiple perspectives. Another initiative involved designing a flexible system for customer plans across different market segments. We simplified and grouped the offerings into distinct categories, allowing Jio to serve diverse customer needs effectively.
Service Launch
A new web page section to support the service launch.
Plans System
A new and simplified flexible system for customer plans.
Book Demo
A simple way to schedule a demo of the service online.
⸺ Unlimited Entertainment with ultra-fast Internet. The All In One range of home entertainment plans is designed around everyday living. One single service for TV, WiFi, OTTs, SmartHome and more.
04.
Key Insights
One of the key challenges Jio customers face is understanding why they should choose Jio over competitors. While price is a major factor, there’s a need to enhance customer perception of Jio’s products and services. By focusing on specific use cases for upcoming services, we can help customers better understand the value Jio offers:
▲ What is Jio unlimited entertainment?
▲ What are the benefits of your service?
▲ Why should I purchase your products & services?
▲ What is your offering on gaming and smart home?
▲ How does it work?
▲ What bundle options can I choose from?
▲ What is included in each plan?
▲ Which plan would be the best for me?
▲ What are customers saying about your service?
▲ Can I ask questions to someone online?
▲ How can I compare the pros & cons for all plans?
▲ I’m a Jio customer, should I switch from my current service?
▲ Can I change plans, upgrade/downgrade without hassle?
▲ What services are available for me?
⸺ Users can quickly and easily book an online demo to learn what the service offers, and how it works, and ask questions too. The booking doesn't require any registration or data from the user.
05.
Book a Demo Use Case
Users land on the discovery page of the new service where they can explore and learn more about it. They have the option to book a demo, presented as a webinar, without needing to register or provide any data. Once booked, users can attend and participate in the demo. At the end, they can submit feedback. At any point, users can choose to book the service or request a callback for more information. Scenario Example: The user views the available demo time slots and selects a preferred time. A confirmation is provided, and the booking details are stored in the internal system. Open Jio AirFiber Discover Page → Book a demo → See information about the demo (webinar) → See available demo time slots → Select a time slot for the demo → Offer reminder notification via email.
⸺ As a customer, I want to understand if the service is available in my area. If not, is there a rollout plan? Can you notify me when it becomes available? It's all about coverage and availability transparency.
06.
Coverage Use Case Opportunities
Users can learn more about the coverage of the new service from an editorial informative page. The main goal is to convey transparency, a roll-out plan, service availability for new and current customers, sign-up to the new service, notification of availability, and lead generation. Key business opportunities include cross-selling to other sections like mobile (true 5G), lead generation through signing up for notifications, chatbot or live chat and generation leads, driving users to the plans page and prompting them to book a service demo. An interactive map helps users quickly check the status of the service in their area, allowing them to book the service, watch a demo or subscribe for new information on the progress, all with transparency in mind.
⸺ The Product Configurator is a simple online questionnaire to gather users' home information.
07.
Problem & Job To Be Done
Customers often struggle to choose the right bundle for optimal home connectivity before making a purchase, and they may encounter hidden costs during installation. Additionally, engineers lack insights into the customer’s home setup before arriving on-site.
“When I’m considering purchasing a new product, I want to understand which is the right product choice for my home and my budget, so I can make an informed purchase” #confidence #transparency
“Before I head out to an installation appointment, I want to have a rough understanding of the premises, required material and potential challenges for a frictionless installation, so I can prepare/plan ahead” #effort-saving #transparency
● Informed product configuration (consideration)
Customers currently have no way to determine a matching product/service bundle (and price) to achieve best coverage of their homes pre-purchase. While ECTs have no home specs before inspecting the premise.
● Hidden costs (installation)
Functional vs. Aesthetic placement decisions can lead to extra costs to ensure max connectivity – leading to customer friction and ECT mistrust.
08.
Solution & Expected Outcome
A simple online questionnaire designed for gathering users' home information. It recommends the ideal device requirements upfront and provides engineers with essential details in advance, helping them better prepare for the installation process.
▲ Confident order placement (completion/conversion)
▲ 90% Information match / First-time right ratio
▲ 30% reduction in installation time
▲ 2X increase in CSAT post installation
Ideating and designing product experiences to help Jio's customers better understand the service and the benefits they add to their lifestyle. A series of human stories of homeowners, in a “day in the life of”, to experience how connectivity can enrich your home lifestyle through different perspectives, enabled by Jio AirFiber ●
Credits
Samuel Viani ⸺ Design Lead (Product & Brand)
Johnathan Nott ⸺ Head of Product
﹢Cross-functional team collaboration
Jio ⸺ Stakeholders & Engineers
Duration
12 weeks
Client
Jio Platforms
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