HOW WE GET TO ACTIONABLE INSIGHTS
1. DISCOVERING CHALLENGES
In order to influence our strategic innovation decisions, we use a lot of different methods. These help us shape a basic understanding and formulate hypothesis that are the foundation for any research activitiy.
Our aim is to understand changing social patterns, behavioural changes and new approaches to live and work. And we do this by doing extensive trend research, talking to experts and co-creating with digital natives and lead users.
We document the findings in form of social patterns, behavioral changes and user needs and problems statements.
Technology can be a complicated issue: it works at its best when it’s invisible. Bringing back a human centered experience is a priority to us designers and the best way to do it is to make our customers part of the creative process.
2. ACTIONABLE INSIGHT
Understanding customers needs and problems is only the first step. In order to create value we deliver what we call actionable insights.
Every insight is only than valuable to a company if it is interpreted in relation to the strategy, technical abilities and the customers expectations towards the brand.
That is where the real value creation happens and the strength of an internal design team comes to play.
With our inside out perspective, we are able to connect the customer point of view with the strategic priorities of Deutsche Telekom.
By collecting meaningful data and analysing it, by brainstorming with people before, during and after they use our technologies, by studying social and cultural trends, we are able to envisage complete user experienc that improve not only the relationship between our company and its costumers but their everyday lives.
3. CREATE AND VALIDATE
Based on the actionable insights, we enable the company to ideate, iterate and decide within the emerging opportunities.
Using the classic Service Design and Design Thinking toolbox, enhanced by our own learnings and reinterpretation of the methods, we facilitate innovation within Deutsche Telekom.
As a final step we have created our own framework to validate all concepts with customers. So we are able to prioritize every activity in an early stage based on customer feedback.
Personas is a widely known and used tool in customer-centric design. We have always struggled with the fact that they tend to reinforce existing societal norms and biases. That is why we released our gender and age neutral personas. They are not based on socio-demographics but on their different way they relate to technology. Thus we are able to use them in a more diverse and inclusive way.
A FULL SYSTEM ON YOUR SCREEN
The simplest way to connect digital and practical function in your household through the most innovative system. Discover how your home can become smart just using a touchscreen.
INSIGHTS TO INNOVATION
We put people at the center of the creative process. We do so using a research-based approach providing us with unique insights. This is how it works.
SPEEDPORT SMART 4 + SPEED HOME WLAN
A simple, intuitive set up, a clear-cut interface and a sustainability focus. Discover how design enhanced the way our customers experience technology.
In the T Gallery, we want to inspire, share experiences and discuss. Always with a focus on people. How they fulfil their needs, complete tasks and shape their lives. Our guests experience what is possible today and in the future.
THE SOFT TOUCH TO TECH
What happens if technology is inspired by interior design? We discovered it with Concept Connectivity, a project developed with Studio Layer| Benjamin Hubert.