{"id":13907,"date":"2018-10-19T20:36:54","date_gmt":"2018-10-19T23:36:54","guid":{"rendered":"https:\/\/www.mjvinnovation.com\/case-studies\/design-thinking-telecom-leader\/"},"modified":"2018-10-19T20:36:54","modified_gmt":"2018-10-19T23:36:54","slug":"design-thinking-telecom-leader","status":"publish","type":"case-studies","link":"https:\/\/www.mjvinnovation.com\/fr\/projets-realises\/design-thinking-telecom-leader\/","title":{"rendered":"Fast lead time : comment un grand op\u00e9rateur t\u00e9l\u00e9phonique a r\u00e9duit le temps d\u2019activation des cartes SIM de 80%"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Dans un sc\u00e9nario stimul\u00e9 par l\u2019expansion de la connexion et des ventes de smartphones, la demande de services vocaux et d&rsquo;activation de cartes SIM reste \u00e9l\u00e9mentaire. Un grand op\u00e9rateur a connu des taux de retour et de rejet \u00e9lev\u00e9s de ses cartes SIM pr\u00e9pay\u00e9es, apr\u00e8s le processus d&rsquo;activation, entra\u00eenant un d\u00e9ficit annuel presque millionnaire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MJV est intervenue avec son expertise dans les m\u00e9thodologies centr\u00e9es sur l&rsquo;utilisateur pour lutter contre les pertes, comprendre les besoins des clients de l&rsquo;op\u00e9rateur et les habitudes de consommation des lignes pr\u00e9pay\u00e9es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le Br\u00e9sil n&rsquo;a jamais \u00e9t\u00e9 aussi connect\u00e9. Selon des donn\u00e9es du Comit\u00e9 de Gestion d\u2019Internet (CGI), 49% des acc\u00e8s se font exclusivement par smartphone. Et seulement 4% des Br\u00e9siliens n&rsquo;utilisent pas de t\u00e9l\u00e9phones portables pour surfer sur le web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il y a aussi un changement dans la direction de l&rsquo;acquisition d&rsquo;appareils mobiles en faveur des smartphones. Selon une \u00e9tude de la Fondation Get\u00falio Vargas (FGV), il existe d\u00e9j\u00e0 220 millions de portables intelligents actifs dans le pays, ce qui signifie plus d&rsquo;un appareil par habitant.<\/span><\/p>\n<p><b>Rapports de PDV et habitudes de l\u2019utilisateur<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Dans ce contexte fertile, nous avons d\u00e9but\u00e9 un processus de Design Thinking afin d\u2019identifier les besoins et les perceptions de l\u2019utilisateur tout au long de l\u2019exp\u00e9rience d\u2019activation de la ligne, en connaissant ainsi ses habitudes en profondeur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durant l\u2019immersion, nous avons visit\u00e9 les boutiques de la ville de S\u00e3o Paulo pour \u00e9couter les consommateurs. Les cartes SIM sont offertes par divers distributeurs et les kiosques \u00e0 journaux fonctionnent comme points de vente importants. Donc, les vendeurs des kiosques furent \u00e9galement entendus, afin de collecter plus d\u2019insights.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durant cette phase, un comportement particulier attira l\u2019attention\u00a0: pr\u00e8s de 10% des utilisateurs retournaient chez le vendeur afin d\u2019effectuer l\u2019\u00e9change de la carte SIM. La perception la plus courante \u00e9tait qu\u2019un d\u00e9faut de fabrication provoquait une d\u00e9faillance de l\u2019activation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Parmi les comportements les plus courants dans les PDV, se trouvaient :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L\u2019\u00e9change au lieu d\u2019achat et l\u2019acquisition d\u2019une nouvelle ligne de l\u2019op\u00e9rateur pour refaire le parcours d\u2019activation ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L\u2019\u00e9limination de la carte SIM pr\u00e9c\u00e9dente et l\u2019achat d\u2019une autre du m\u00eame op\u00e9rateur, pour refaire le processus ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L\u2019\u00e9limination, le renoncement \u00e0 l\u2019activation et l\u2019acquisition d\u2019une nouvelle carte SIM d\u2019un concurrent.<\/span><\/li>\n<\/ul>\n<p><b>Lead time et le marketing d\u2019interruption<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Durant les interviews avec les employ\u00e9s de l&rsquo;op\u00e9rateur, nous avons \u00e9t\u00e9 initi\u00e9s au concept de lead time, qui repr\u00e9sente le temps du parcours d&rsquo;activation. En identifiant les \u00e9tapes n\u00e9cessaires, nous avons v\u00e9rifi\u00e9 dix actions, deux fois plus que l&rsquo;op\u00e9rateur le plus rapide. C&rsquo;\u00e9tait le lead time le plus lent du march\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En croisant les informations d\u2019utilisateurs et d\u2019employ\u00e9s, nous avons trouv\u00e9 certains facteurs li\u00e9s aux goulots d&rsquo;\u00e9tranglement du processus, tels que la n\u00e9cessit\u00e9 d&rsquo;appeler le centre d&rsquo;assistance et la confusion caus\u00e9e par l&rsquo;envoi de messages promotionnels en m\u00eame temps que les instructions d&rsquo;activation par SMS.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quelques autres questions pertinentes :\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Difficult\u00e9 pour comprendre les orientations du mode d\u2019emploi \u00e9tape par \u00e9tape ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Peu de comp\u00e9tence dans l\u2019utilisation de l\u2019appareil ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Messages d\u2019orientation arrivant dans le d\u00e9sordre ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Perte d\u2019information et d\u00e9lais entre les interactions durant le changement de canaux (par exemple, entre l\u2019appel \u00e0 la centrale d\u2019assistance et le SMS) ;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00c0 la fin des analyses, l\u2019inefficacit\u00e9 du processus d\u2019activation est apparu clairement. Nous avons fait face au d\u00e9fi et avons tourn\u00e9 notre attention vers le parcours de l\u2019utilisateur.<\/span><\/p>\n<p><b>La construction du parcours de l\u2019utilisateur<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sur base des difficult\u00e9s les plus courantes des utilisateurs durant le processus d&rsquo;activation, des personas et des parcours ont \u00e9t\u00e9 construits pour chacune d\u2019entre elles, de l&rsquo;acquisition de la carte SIM \u00e0 la d\u00e9cision finale de la jeter ou de l&rsquo;\u00e9changer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A partir de ces informations, des workshops de cocr\u00e9ation ont \u00e9t\u00e9 organis\u00e9s avec les \u00e9quipes internes afin de g\u00e9n\u00e9rer de l&#8217;empathie et d\u2019ajouter des id\u00e9es. Les collaborateurs \u00e9taient divis\u00e9s en groupes, charg\u00e9s de concevoir une nouvelle exp\u00e9rience d&rsquo;activation pour chaque persona, en tenant compte de ses douleurs sp\u00e9cifiques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La n\u00e9cessit\u00e9 de raccourcir ces \u00e9tapes et de maintenir l&rsquo;utilisateur dans un m\u00eame contexte d&rsquo;information a \u00e9t\u00e9 unanime. Et l&rsquo;id\u00e9e d&rsquo;inclure un registre USSD, bas\u00e9 sur des menus navigables, fut \u00e9galement un d\u00e9nominateur commun dans toutes les solutions propos\u00e9es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L&rsquo;USSD est une technologie de communication en temps r\u00e9el, similaire aux messages SMS. La diff\u00e9rence est qu&rsquo;il prend en charge plus de caract\u00e8res, permettant des instructions plus d\u00e9taill\u00e9es. Le protocole ne n\u00e9cessite pas non plus de d\u00e9lai pour les interactions, garantissant ainsi que l&rsquo;utilisateur ne perd pas d&rsquo;informations pertinentes dans le processus, en respectant sa courbe d&rsquo;apprentissage dans le processus et ses comp\u00e9tences avec l&rsquo;appareil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A l&rsquo;issue des s\u00e9ances de conception, nous avons opt\u00e9 pour le redesign de l&rsquo;interface d&rsquo;activation, la r\u00e9duction maximale du nombre de canaux \u00e0 utiliser, en plus de la cr\u00e9ation de textes d\u2019instructions plus assertifs.<\/span><\/p>\n<p><b>Une nouvelle exp\u00e9rience d\u2019activation<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Afin de favoriser une nouvelle exp\u00e9rience, dans la pratique, nos UX designers et l&rsquo;\u00e9quipe d&rsquo;innovation ont con\u00e7u et valid\u00e9 des prototypes navigables, en repensant tout le modus operandi de l&rsquo;activation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Parmi les am\u00e9liorations propos\u00e9es figurent : l&rsquo;exclusion des messages promotionnels, qui a r\u00e9duit les 12 interactions originales \u00e0 10, la mise en \u0153uvre du protocole USSD et le redesign des \u00e9crans. Ensemble, ces solutions ont \u00e9limin\u00e9 l&rsquo;appel au centre d&rsquo;assistance, en raccourcissant plus encore le processus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La solution a \u00e9t\u00e9 capable de r\u00e9duire le temps d&rsquo;activation de jusqu&rsquo;\u00e0 80%. La dur\u00e9e moyenne, entre 5 et 10 minutes, est tomb\u00e9e \u00e0 2 minutes, maximum.<\/span><\/p>\n<p><b>Conqu\u00e9rir le sommet : la construction du meilleur lead time du march\u00e9<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Le Design Thinking, les m\u00e9thodologies centr\u00e9es sur l\u2019utilisateur et les tests d\u2019utilisabilit\u00e9 des plateformes ont aid\u00e9 l\u2019op\u00e9rateur \u00e0 am\u00e9liorer l\u2019exp\u00e9rience dans le processus d\u2019activation, de bout en bout.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La perception des stakeholders de l\u2019op\u00e9rateur sur la valeur du projet fut tr\u00e8s positive et les r\u00e9sultats obtenus furent significatifs.<\/span><\/p>\n<p><b>R\u00e9duction de jusqu\u2019\u00e0 80% de la dur\u00e9e lors du processus d\u2019activations des cartes SIM pr\u00e9pay\u00e9es<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Parmi les r\u00e9sultats secondaires, il faut noter :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La diminution du gaspillage relatif \u00e0 l\u2019\u00e9limination et au retour des cartes SIM pr\u00e9pay\u00e9es non activ\u00e9es ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L\u2019augmentation du taux de conversion dans le processus d\u2019activation ;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Le meilleur lead time par rapport aux concurrents.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Le projet a contribu\u00e9 \u00e0 apporter un avantage concurrentiel \u00e0 l&rsquo;un des plus grands op\u00e9rateurs t\u00e9l\u00e9phoniques du monde, transformant un processus tronqu\u00e9, long et peu objectif en l\u2019activation la plus rapide du march\u00e9.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"L\u2019entreprise a conquis le leadership du march\u00e9 en termes de temps d\u2019activation des cartes SIM gr\u00e2ce au Design Thinking.","protected":false},"author":6,"featured_media":1694,"parent":0,"template":"","categories":[1635],"tags":[],"class_list":["post-13907","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","category-design-thinking-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fast lead time : comment un grand op\u00e9rateur t\u00e9l\u00e9phonique a r\u00e9duit le temps d\u2019activation des cartes SIM de 80% - MJV Technology &amp; 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