Lebara Abonnement

Fluxx

2017

Tool curation

Design research

Facilitation

Content design

Readymag

Context

Lebara are world-famous for their pay-as-you-go plans for migrants wanting to call home.

In Amsterdam as the groups who traditionally used them are increasingly turning to Skype, Facetime and other digital competitors, they wanted to develop a postpaid (monthly) proposition.

I was brought in as a service designer and researcher to help identify areas of opportunity and to rapidly prototype a working postpaid proposition.

Problem

How to quickly test the demand and feasibility of a postpaid subscription service?

Response

Speak to existing customers and distributors to find a unique business model - and test it within a few weeks.

We immediately took to Lebara’s existing retail partners and affiliates to find out how the plans would affect them - the retail relationship they had currently was commission-based, and any change would threaten their bottom line. We created new material and a business model that worked for all parties within a week.

We quickly found that the key barriers to creating a new proposition weren’t technical but organisational and political.

Working with a team of developers we quickly got an MVP plan working and signed up real customers, and convinced a senior manager to give us a salesman and a dedicated account support staff.

The key factor in the projects continued success was in handing over a bespoke microsite describing our work, and our testing theses, in detail - and in demonstrating the simplicity and ease with which experimentation can be integrated into normal business.

Highlight #1

Experiment logs

Encouraging staff to keep testing the proposition meant giving them clear instructions on our hypotheses for the product, and how they could go about disproving it with real-world experiments - we weren't going to be there forever, after all.