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Unity
The Purple Community
ABOUT THE COMPANY
A communications company, serving 30% of Israel's population
TASK
Developing an innovative customer club product
ROLE
Product design
UX process, Prototype & Animations
GOAL
Preventing customer abandonment Building a community around Cellcom to enhance the sense of belonging
Intelligent.
Customized.
Community-Driven.
An analytics-driven product that leverages big data and AI to adapt continuously to user preferences.
Problem
Lack of loyalty and high customer churn in the telecommunications industry.
Solution
A customer retention app that offers personalized and targeted rewards, creates a sense of community, and incorporates gamification.
UX
Concept
The first step was to conduct user research, understand their needs and pain points, and identify which content would help solve the problem.
After analyzing and understanding the needs, research was conducted on possible features combining simplicity, gamification, and integration with the product.
After refining the features and product scope, I created an architecture integrating the features into dedicated pages with a unified concept.
I focused on empowerment and opening additional opportunities for Cellcom customers.
Following the research phase, which involved understanding needs and refining the product accordingly, the insights and conclusions became apparent.
* A home for current and potential Cellcom customers
* A world of personalized rewards, where rewards are purchased with stars that I earn/collect through a gamified experience
* For current and potential Cellcom customers (based on segmentation)
* Initial focus on the young market segment, ages 16-40
* Because they know what suits me, what I need
* The user is in the center
* I get what I need in an entertaining way
* I’m part of a community/friends/family
* I’m proud to be a part of it
* By my tenure
* My uniqueness in being part of Cellcom
* By earning stars, for example by playing fun games
* Through collaborative games that allow me to earn stars in a community-driven way
Idea
Earning stars based on tenure, gamification, community and usage.
Purchasing personalized benefit with them.
UX
WireFrames
At this stage, meticulous work was done to attain the most precise results and refine the features, emphasizing innovation, incorporating gamification, and a seamless user experience.
Final product
Unity
Providing personalized benefits.
The benefit distribution is based on tenure and user type (Cellcom customers receive more). Easy and convenient redemption of benefits.
A personal space that brings together all user benefits, a section for managing Cellcom products with options to view and take actions, and a feedback area to enhance service and product quality.
Establishing a community and segmenting groups to facilitate the sharing of stars and participation in collective games and activities, all aimed at cultivating a sense of belonging and promoting group motivation.
Integrating gamification aims to get to know the user, connect them with other community members, and enhance engagement.
Unity is an AI-powered personal assistant to help with any questions about products, benefits, and much more.
A management system that consolidates the administration of all users, benefits, and information. It segments all data, including downloads, activities, user counts, and more.
Earn stars.
Get benefits.
Be part of a community.
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