Distrito Telefónica, Telefónica, S.A. headquarter in Las Tablas, Madrid, Spain where I worked for several months in an office complex shared by 14,000 people
Inside the offices looked pretty much like everywhere else. And everyone speaks English.
At the heart of this goal was a complicated but basic question: Who uses what kind of data when, and how much of it? This is crucial information for a company whose business model depends on accurately envisioning the mobile and data network we all would be wanting – in 5 or 10 years time.
'Envisioning through empathising' was the goal I set for a workshop I initiated in order to understand data usage from a users perspective
We conducted a 2 day work session a the FJORD office in which we led 15 client specialists from different data and network management departments as they envisioned data usage scenarios of the coming years down to actual media consumption times throughout particular days.
Apps and sites that had been developed by different agencies were loosing consistency. As “embedded” UX Consultant at the campus I served as the connecting force between agency, client and development partner which enabled me to streamline functions, behaviours and visual styles. I was also able to create sign-up routines that would be used in a Data cloud services as well as a VoD portal with single sign on.
These are some of the many pages I created that compared apps and sites in detail. When there were inconsistencies, I then added actionable recommendations with a user-centric and multinational view point.
In this project I was able to bring in an ability that is usually reserved for my hobby: writing. I proposed a unified system for those synonyms that pose a problem in most portal projects. “Sign in” or “Log in”, “Sign up” or “Register”, “My Photos” or “Your Photos”, etc.
A couple of examples of the hundreds of wireframes I produced for processes, features or individual pages in several data projects for desktop, mobile and TV, often, as with sign-up or log in pages, involving all three.
Once a design direction got a sign-off, we went into high fidelity prototyping. I directed UI designers to optimise usability and click rates by making use of the small variations in position or color of elements we could still implement without affecting the sign-off. When printing them out in 80%, 8 or 10 client stakeholders and 3-4 designers would often end up sticking their dots to the same favorites that simply communicated better.
High fidelity variations of one of the important sign-up pages. I would either lead UI designers to create these variations or produce them myself.
Backed by quantitative data on network usage as well as findings from my research, I prepared a media usage study showing all factors that have a major impact on Telefónica’s future business model. The “infographic poster” presentation strategy worked and the posters became permanent fixtures in Telefónica campus team rooms and were presented during the yearly global meeting to all representatives from Europe and South America.
This study list our senses and relates them to our social circles For example private videochat is vital with the 10 loved ones and 20 closest friends, but not so much with outer circle contacts. A table shows what type of media you will likely use with what kind of person on what kind of day at what time.
This is how the posters were used in workshops and during presentations
During my time as the first permanent FJORD UX Consultant stationed full time at Telefónica R&D and representing the agency on site, I was aware that I held a substantial responsibility to enable the service transformation of a global company. I did not learn Spanish after all, but I came out of it a better designer.
Large corporations often have a “no personal testimonies” policy, so here is what Pamela Mead, at the time Director UX at Telefónica R&D said about the work of FJORD at this time: