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UNLOCK THE BARRIERS OF
ENTERPRISE PRODUCT MIGRATION
USER RESEARCHER
BT Enterprise I British Telecoms
Role
User Researcher
SME and Special Projects
Methods
Survey
Customer Journey
Data Analysis
User Interview
Usability Testing
One of BT Enterprise goals is to migrate all customers from landline to digital phone in 2025. In this project, I was assigned to conduct research to investigate root causes and provide recommendations to teams, leadership and c-suites.
Research Objective
Discover customer motivations and challenges when customers select and purchase phone.
Situation
Following the digitalisation trend, business believed that customers would prefer to purchase Digital phone or convert to Digital Phone quickly. However, the data showed the opposite trend. Customers preferred to choose landline to digital phone when they were presented options.
Research methods
Mixed Method research - Discovery research
( Total participants =250 people)
BT
Example of works
Develop Research strategy and planning
Evaluate the behaviour trend and understand patterns
(Qualitative and Quantitative insights)
Define segmentation and key behaviour
Launch survey across UK to target customers
Define make/break points. Translate the insight into story telling (Usability Testing)
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