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
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?
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.
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.
A new web page section to support the service launch.
A new and simplified flexible system for customer plans.
A simple way to schedule a demo of the service online.
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 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.
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.
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.
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
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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