The challenge
stc is the leading telecommunications company in the KSA.
With a yearly revenue of $14 BN, stc offers telecommunications services, landline, mobile, internet services, enterprise digital solutions, entertainment, fintech, and computer network services across four countries to 20+ MN customers. stc is on a path of growth and change after decades of stagnation and low customer satisfaction in an increasingly crowded market. Each instance of the organisation is being re-designed to turn the page in this context. Our stakeholders sit at the very core of this change.
Approach
Reshaping the whole digital ecosystem.
Teams crafted and re-imagined MySTC and its correlated self-care touchpoints across a new mobile application, a responsive web portal and digital kiosks. In parallel we translated the new Branding into Digital Guidelines, consolidated in an expansive Design Language System for future evolution, and we set a broader strategic direction for B2C and B2B channels.
The experience touches every single customer in the stc portfolio.
The final solution we developed increased sofa sales by 9% in only one month.
Foundational research
Deep In-Field Research.
To ensure the redesign would suit the unique, evolving needs of customers across the Middle East, the frog team spent two weeks in the field between Riyadh and Jeddah, Saudi Arabia to better understand customer needs and pain points. In a UX assessment, frog and stc went through key flows within the previous application to identify challenges, and provide new solutions. The frog team conducted more than 40 qualitative stakeholder interviews in Saudi Arabia and Kuwait while co-located with stc business leads and employees. frog then worked side-by-side with stc to perform a comprehensive technology assessment aimed at identifying current capabilities and defining new areas for ongoing improvement.
The solution
From Utility App to Companion Experience.
Throughout the program, the frog and stc team sought to translate improved customer experiences into increased customer satisfaction and loyalty—all while reducing the company’s customer support effort. More than a self-service app for basic telecom services like managing phone lines and purchasing products, the mystc app offers an elevated lifestyle element throughout. Baked into the user experience is personalized, aspirational content and offers that go far beyond simple loyalty programs, to provide customers with meaningful, strategic guidance for incorporating their telecom services into their real lives.
The solution
Driving Cross-Regional Success with the Design System.
The new stc DLS, exemplified by the mystc app, is built on the customer experience principles of building trust, providing proactive personalization, empowering users and providing a seamless experience. As the first touch in customers’ relationship with the brand, the redesigned DLS ensures consistency across all digital stc services. frog designed the DLS to be a strong, extensible tool—a scaling, living, centralized repository of principles, templates, components and other assets that help internal teams accelerate their efforts.
The outcome
First launched in December 2019, the work went on to be awarded Silver in Transform Magazine’s 2020 MEA Transformation Awards for the category of best rebrand of a digital property. The DLS has been deployed and is currently in-use across the organization, expanding the reach of the design work and guiding other umbrella brands across the extended stc business ecosystem. The mystc app has been received well by customers in the Middle East region, and has permanently raised the standard for digital, self-service telecom experiences.
