Halebop Endings
The smoothest break-up in the telecom-business
Working with Halebop, we got a brief to redesign their ending stage of cancelling a subscription. Things always come to an end, and how you say goodbye to your customers can determine wether they decide to come back in the future or not.
TEAM
Santino Mariano Stina Langenius Paulina Ugalde Vergara Kasper Larcombe-Tronstad Isabelle Seiger
Responsibilities
UX/UI-Design
Solution
A concept called “The Break-up”. With the concept comes a re-designed user-journey for a consumer trying to end their subscription at Halebop. It’s shown in deliverables as re-designed anti-churn copywriting, final invoices, ending confirmation letters. Together with a glimpse in to how the telecom industry can digitalize their endings to meet end-users. All this while maintaining an emotional and humoristic tonality in line with the Halebop brand.
The Design Process: Double Diamond
Double Diamond: Discover
DESK RESEARCH | WORKSHOP | INTERVIEW
Our mission was to create a concept for Halebop to be able to apply to different channels and touchpoints. This in turn has to result in a final positive experience of the ending process, for the customers wanting to cancel their subscription. The experience should generate a positive buzz-factor around Halebop, in line with their tonality: Unexpected, and genuinely real.
After some desk-research we held an interview/workshop with the clients from Halebop. The workshops goal was to debrief the brief that was sent to us to further make the design team meet Halebops understanding when it comes to terminology of the brief, legal requirements and sustainability.
It helped us understand the possibilities and restrictions we needed to take into consideration in the ideation-phase. One of the key insights we got here is that the confirmation letter for the termination of the subscription has no legal obligations in how its supposed to look, or that any certain phrasing or wording is required.
Double Diamond: Define
BRAINSTORMING | CUSTOMER JOURNEYS | INTERVIEWS
During the define phase we first sketched out the current user journey when it comes to the process of ending a subscription with Halebop. Here we identified that the emotions that the process invoke are neutral or negative. Examples could be because of the formal tonality in certain areas of the process, or for instance because of when you send out ending deliverables in a certain order.
As the final invoice is usually sent the month after the confirmation letter an insight was that the ending process was confusing. Users would get an end-confirmation letter, but the actual ending was the invoice a month after. We redesigned the end process based on that insight and some others into two different concepts and held a workshop again for Halebop. After this workshop we went with a final concept, the break-up concept.
Further we interviewed store salespeople, people who work in the call-centre and ex-customers of those who recently left Halebop to hear their view of how the ending phase was and their views on what the future ending should be.
The conclusion of the analysis of these interviews was that we would redesign the waiting process of call-support, the invoice and ending-letter, and to propose a way of implementing a digital ending from their website that is synchronised with the support to be available if needed in the digital version.
Double Diamond: Develop
COPYWRITING | VISUAL DESIGN
“The smoothest break-up in telecom” concept was a way to add an emotional message, with humor in different sets of touchpoints the user goes through when trying to end things with Halebop. The biggest change is changing the order to make sure that the ending letter is the last thing they see from Halebop. This gives Halebop more leg-room in controlling how user perceive them in the end.
The final invoice and ending letter had a visual and copy update and played with the emotional and humorous tonality as well.
Lastly but not least we added a section at the bottom of the ending letter for nudging the the consumer. Our research concluded that the biggest reasons people either sign a new subscription with Halebop or elsewhere is to be able to get a new smartphone. As the electronic mobile waste is increasing and not sustainable we added a nudge at the bottom of the ending letter what the consumer can do with their old phones.
Double Diamond: Deliver
HI-FI PROTOTYPES | PRESENTATION
Together with the concept and deliverables we also designed an ending that the user can do by themselves digitally on Halebops platform. Our insights from interviews with previous customers showed how painful they felt that they had to be in touch with support via phone to end a subscription that they’d postpone it. We asked a question during the interview with Halebops call-centre partner Releasy:
“How do you think the customer support looks 10 years from now?”
The answer was that the telecom-market is getting more and more free and customers have more and more demands. Five years ago customers with a short binding-time left wouldnt’ call up and demand the call-centre to offer better value or they would go elsewhere. That happens more frequently today.
To somewhat give a glimpse into the future in this ever-changing world of telecom we presented a digital solution of how an ending could look like right at halebop/myaccount. The most frequent questions asked by users in a support call such as binding-time and when and how to pay were implemented as steps. Together with the Halebop anti-churn model we proposed ways to still reach out for a hand to the leaving customer, but in a less intrusive way than today.