Page 64 - SAMENA Trends - September-October 2020

ARTICLE SAMENA TRENDS

eco-system. We created these principles positioning compared to competition Innovation that combines
by referring to the Limbic System, an and subsequently, the experience
experience map modelled after our principles that would help in the power of digital with
“emotional brain,” helping designers tap differentiating us. the science of customer
into the psychology behind the human experience design can
emotional response. These principles are firmly woven across
our Product and Content Strategy, aligning produce lots of valuable
This served two purposes: brand positioning and perception by enjoyable solutions that
1. It enabled us to map four distinct enriching the brand’s values with an
behavioral customer archetypes (Early experience layer that resonates with our enrich peoples’ lives. As we
Adopter, Premium Enthusiast, Value target audience. The approach delivered, innovate we aim to bring
Seeker, Optimizer) to the system, legacy systems were no longer an excuse,
helping us define what kind of brand longer cycle times were history, overhaul such positive impact on the
experience customers actually wanted of the complete infrastructure was not Kingdom and our people,
across our B2B and B2C offerings. required.
2. It broadened our understanding of that our work becomes a
both the current and desired brand We have the vision of not only supporting case study for the region
the Kingdom’s national transformation to aspire to.
When designing a digital plan but to act as a catalyst, to work as
product user experience, a key player in achieving the successful people’s experiences and lives better not
the user journeys should execution of Vision 2030. Amongst several only as a business objective but rather a
initiatives to realize this objective, we plan
mission of life.
be designed end to end, to innovate by bringing new delightful
starting with the bigger experiences and technologies that bring In summary, COVID-19 truly accelerated
value to our customers in multiple sectors
the digitalization efforts at Mobily in the
picture scenarios, then like education, banking, government form of carrying out execution in non-
digging deep down into services, health and beyond. traditional ways, which have paid dividends.
the details. A significant Innovation that combines the power Penetration of digital sales, recharges and
customer interactions (through digital
number of our plans and of digital with the science of customer channels) have multiplied many folds
programs have been experience design can produce lots of with Mobily reaping the benefits through
valuable enjoyable solutions that enrich
efficiency, faster time to market and better
purposely designed to peoples’ lives. As we innovate we aim to customer engagement and satisfaction.
deliver in the long-term, bring such positive impact on the Kingdom Despite all the efforts and successes along
and our people, that our work becomes a
the journey, Mobily still has a long way to
and the seeds we have case study for the region to aspire to. go, however the outcomes prove that we
been planting have started Our commitment is to always strive to utilize are in the right direction to becoming the
to pay off. the latest technologies and inventions, to leading Digital Telco.
innovate in order to continuously make

64 SEP-OCT 2020