BRINGING THE FUTURE FORWARD

Last summer we ran the Future Cognition Collaborative, an 8-week design sprint, to prototype a new model of design consulting and enable sponsoring organizations to “try before you buy.”
Click below to see how the program was structured:
 
 
 
 
Here’s what one of the 4-person fellowship teams co-created based on a strategic brief that was supplied by T-Mobile:
 

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CASE STUDY

Loyal-T

Incentivizing Bill Payment Through Personalized and Localized Offers
Loyal-T is a new payment rewards platform that rewards customers for good financial behaviors by contextually providing them offers, leveraging T-Mobile's wireless data.
 
 
T-Mobile engaged the open FCC because they have a serious bill payment problem: every month, nearly 40% of T-Mobile's 60 million customers are late on their bill, adding up to a $700 million loss for T-Mobile each year. To kick off our 8-week sprint, T-Mobile flew down from Bellevue, Washington to meet with our team of fellows to refine their brief. T-Mobile's financial team sought new ways to leverage their data to help its late-paying customers pay on time and improve their personal financial health in the process. The team approached this challenge by reframing it as a gap in customer loyalty by leveling up T-Mobile's customer service, and landed on a brief:

"What is the best way to empower T-Mobile customers to enhance their financial lives by leveraging wireless and other data to learn about, anticipate, and acquire products and services that meet their future financial needs?"

Over the next 2 weeks, the team met with wireless customers who are chronically late on their bill payments and internal T-Mobile stakeholders. From these conversations, they learned:

1.) All late payers are not created equal.

2.) T-Mobile currently has trouble distinguishing between the different types of late payers and that costs them A LOT.

3.) Customers don’t know what data T-Mobile has about them and fear it’s being used “behind their back.”

4.) Customers with variable income have the money to pay but not always at the right time.

5.) Other customers don’t pay simply because they forget.

The opportunity was to increase on-time payments by classifying T-Mobile customers based on needs and giving tailored offers to each. The team segmented wireless late payers by their ability to pay and the root cause of their late payment and developed a strategy to help each.

 
 
The idea for Loyal-T emerged from the second workshop with T-Mobile. Leading up to the workshop, the team generated hundreds of ideas of potential ways to address the late payer problem and synthesized them into a few promising directions. T-Mobile guided us toward a feasible strategic direction, Loyal-T.

The beauty of this solution is to get people to pay their bill when they have money, learn who they are on the fly, and tailor the promotions to align with real contextual needs. It is not only a loyalty platform but also an open platform that gives local small businesses a new, intelligent channel for reaching customers. This is a billion dollar solution for our clients, which positions T-Mobile to dominate SMBs market and secure that $700 Million debt.
Here's what the team delivered to T-Mobile:
 
 

1

Interactive Prototype
A tangible vision prototype of a new loyalty network powered by T-Mobile's in-house cryptocurrency (T-Coins).

2

Strategy Presentation
A refined design strategy deck to address the late payer problem while simultaneously positioning T-Mobile to dominate the small business market.

3

UX Video
An end-to-end user experience video that illustrates how this tool seamlessly integrates into and improves the financial lives of users.
 

 

Interactive Prototype

The prototype was used by the team to share a compelling future vision with T-Mobile and as a tool for T-Mobile’s financial team to sell the idea internally.

Installing the loyal-T prototype on your phone
Send this link to your phone via your preferred channel (text, email, Facebook Messenger, etc.) then follow the instructions below:

https://invis.io/3TNP4GRENK6
 
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Instructions for Android

— Open the Invision link in Chrome.

— Tap on the Menu button. The looks of the Menu button will depend on your device; usually it's an app button that looks like three horizontal lines stacked on each other, or it could be accessed through a hardware button on your phone.

— Tap "Add to Home Screen." A shortcut to the website will be added to your home screen.
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Instructions for iPhone

— Open the Invision link in Safari.

— Tap “share” button at bottom of the page.

— Tap “Add to Home Screen." You may need to scroll to the right.

— A form will open up, tap “Add.” A shortcut to the website will be added to your home screen.


 
 

 

Strategy Presentation

The strategy deck was presented to T-Mobile by our team of fellows during the third and final workshop. It contains the strategy that powers the tangible vision prototypes.
 

 

UX Video

The video was used by T-Mobile as a tool to build customer empathy internally and showcase how the solution seamlessly integrates into lives of users, improving their financial health.

Password: loyalt11235813