Orange wanted to move to a more customer-focused offer for their own-branded devices. To be successful they needed to understand the behaviours and motivations of their defined customer segments.
We ran a number of design sprints to uncover insights into the target audiences and inform the packaging designs and communications strategy.
The design sprint methodology, with a focus on behavioural research, included interviews, workshops, concept prototyping, user validation and iteration. The research with customers provided deep insights into behaviours and motivations in relation to purchasing and using a mobile device.
The behavioural insights we generated as part of the sprint guided the design process for the range of devices. The project provided Orange with a consistent visual style for the device packaging and a set of creative guidelines to support the launch and ongoing marketing of the ‘Neva’ range.
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