Telia

Helping Telia revitalize their support pages with more options, intuitive tools, and a responsive design.

My Internet connection is dead. I need help!

​​Think about it—a customer’s very first contact with your company may very well be at a crucial point: when something is going wrong and the customer needs answers. That’s why designing the support section of your website to foster a positive, successful interaction is so important. ​​ ​​For a multi-faceted organization like Telia, a telecom company serving much of Eastern Europe and Scandinavia, the issues a customer may encounter vary widely, from not having an Internet connection, to missing TV channels, to Wi-Fi router issues, just to name a few. These are services users pay good money for and that are a big part of their lives, so Telia wanted their online support experience to be as seamless as possible.

It’s quite simple really. If you hire Anton you will be extremely happy with the end result.
JOEL SANDÉN, TELIA SONERA

Users know best

At the start of the project, our theory was that a user coming to a support page just wanted their problem solved as quickly as possible, regardless of how that happened. Rather than jumping in and developing this vital piece of technology based purely on our assumptions—because that would just be silly—we conducted in-depth testing on real users to verify (and dismiss) some of our ideas and hypotheses. ​​ ​​As a starting point, we identified two typical routes to getting help: An official knowledge database created by the company, and an online forum where customers could both ask and answer questions. From there, we outlined several scenarios and tested. ​​ ​​One general thing our research revealed was the importance of a strong mobile experience: If a user’s home Internet connection isn’t working, their phone might be the only way they can get support, so the site had to be fully responsive and quick to load.

The testing

​​We asked users where on the site they’d look for help installing Spotify. Our assumption was that they’d look at “Other areas,” but a click map clearly showed that “Phone” or “Ask a question” were the most clicked areas.

User click testingA click map user testing showed us that our assumptions weren't inline with our user's actions.

​​Throughout the different tests, “Discussions” attracted quite a few clicks. This supported our belief that user-to-user support should be a key feature (and would help with SEO).

​​In the end, we incorporated both modes into our final design. For the most common problems, we created a huge knowledge database with video tutorials of things like installing your new router or setting up your new email address. For more advanced or uncommon problems, we decided to tap the knowledge of Telia customers with an online forum where users can both ask questions and provide answers, which turned out to be an excellent mode of online support.

OptionsOne of our key insights was that it's important for users to quickly feel that they are on the right path to a solution.
MobileFor a solution like this one, it was especially crucial to have a fast, easy to understand mobile solution.

Selected cases

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Optimizing conversions while staying on-track with a strong brand personality for Australia's number one babe; Frank.
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Helping Telia revitalize their support pages with more options, intuitive tools, and a responsive design.
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Helping businesses in Järfälla to flourish through more accessible help and online tools.
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Making practical, important information accessible and easy to find for 20,000 Falkenberg-ians.
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Helping Nationalencyklopedin modernize their visual identity, make it more digitally accessible and developed a design system.
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Lead UX for Apotek Hjärtat, Sweden's second largest pharmacy, for 6 months during a larger website improvement.
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