British Telecom

Service Design

British Telecom, the iconic communications brand, are renowned around the globe for their exceptional engineering, research and innovation.

Historically they have created some of the worlds most important products, such as the first nationwide communications network and the first programable computer.

The Problem

British Telecom is an expansive company with offices globally, however the organisation identified that their digital skillset didn’t reflect this. As a result they hired a consultancy company called FromHereOn to assist them with expanding their skillset beyond the M25. I was hired to work alongside British Telecom employees to educate them how to become more self sufficient with digital, and teach them how to think more strategically from a day to day basis.

By guiding staff members through a series of design service principles and activities they were able to gauge a firmer understanding of service design, and learn how using these methods going forward would benefit the company and their colleagues alike.

The Process

FromHereOn are a well established service design consultancy group. They produced a piece of documentation entitled the ‘Service Design Field Guide’. This was a guidance documentation which allowed all service design streams to remain consistent and follow a pre-defined path of industry recognised activities.

I navigated BT staff members (based in London, Glasgow and online in Ipswich and India) through a series of tasks under the categorised by ‘concepting’ and ‘prototyping’.  Other than skill-sharing the aim was for the collective to identify and propose a service design issue directly within the organisation, and use the methods and my guidance to develop a case to resolve it.

Concepting

The concept phase brought insights to life, whilst providing teams the ability to create ideas, and in-turn test them on internal stakeholders.

I lead the team through the following stages:

  • Experience mapping.
  • Service blueprint.
  • Value proposition canvas.
  • Ideation techniques, ideation card and ideation testing.
  • Maturating gap analysis, viability service.
  • Storyboarding concepts.
  • High level benefits case.

Prototyping

Once the concept stage was complete we were able to turn our into something tangible within the prototyping phase. This allowed the team to test the service, and evolute and produce a refined business case and future roadmap for completion.

I lead the team through the following stages:

  • Creation and testing.
  • Synthesis and refinement.
  • Technical solution design.

Conclusion

This project allowed me to engage with individuals with varying levels of digital knowhow, working with a team beyond London. It required me to produce daily material in order to teach, and in-turn it drove me to develop my skills related to conveying information in an educational way. I felt that this form of environment required consistent levels of calm, professional and belief in my knowhow throughout. I found that using real life examples to demonstrate concepts was a great way of conveying information to an audience which were not overly familiar with the industry terms.

Feeding back learnings to the wider team and individuals working on other streams proved useful, as it ensured that FromHereOn benefited as other individuals wouldn’t have to face the same raised problems.