Making telecom services easier to access, understand, and manage
At Telenor Myanmar, I worked on service design and UX research projects focused on customer self-care across the app, USSD, IVR call center menu, SMS, web, and other customer care touchpoints.
As mobile and internet adoption grew in Myanmar, many customers were still getting used to managing mobile services on their own. Common tasks like balance checks, package management, billing usage, SIM registration, subscriptions, notifications, and unsubscribe journeys were often hard to find, understand, or complete.
The goal was to make high-volume telecom tasks easier through self-care channels — helping customers get support faster while reducing avoidable demand on the call center.
Customer Self-Care Journey Insights
Understanding why customers contacted support
Where customers needed help: We analyzed why customers contacted support across call center, web, social media, and retail channels, including common queries, requests, complaints, and high-volume tasks. We also spoke with call center agents to understand pain points in handling service tickets.
What we reviewed: We looked at customer journeys and menu structures across the app, USSD, IVR, SMS, and other touchpoints to identify where customers struggled to find information, complete tasks, or understand their account status.
Making Self-Care Channels Easier to Use
Improving menus, service language, and channel flows
What we studied: We used interviews, consumer research, and personas to understand customer segments, purchase patterns, channel preferences, and the language customers used to describe telecom services.
What we tested: These insights informed tree testing, usability testing, and card sorting for menu naming and structure. Because telecom terms can be technical, we also developed clearer language conventions across journeys, menus, IVR scripts, and SMS notifications, including Myanmar-language SMS for critical service messages.
What changed: The work helped improve self-care flows across app, USSD, IVR, SMS, web, and customer support touchpoints. It also helped establish service design as a practice within Telenor Myanmar’s Marketing division and contributed to stronger self-care adoption, including 5x growth in monthly active users within 14 months.