NTT docomo
Design, develop and operate a completely new price service for Gen Z

Design, develop and operate a completely new price service for Gen Z

Team: Tangity; NTT docomo; NTT DATA; FOURDIGIT; Netyear

Services: UX and Service Design; UX & UI Design; Visual Design; DesignOps

Studios: Tokyo

Duration: 10 months

Challenge

Identifying the overall picture and function of the service provided from the ideal customer experience, defining the functional and emotional value of the service provided, and controlling the quality of the experience value in the process of implementation, provision, and improvement, to create a brand new price service in Japan.

Approach

The project followed a Services Design & Design Thinking approach.
We started by understanding users’ issues in the mobile telecommunication market, to then define a service MVP to solve those issues. We designed all the touchpoints, giving them the appropriate tone of voice.
Finally, the website and mobile application were developed and regularly checked for improvements.

Solution

We designed a new price service from scratch, making it perfectly suited to younger generations’ needs and desires, and providing a distinctive user experience that enables NTT docomo to remain competitive on a freshly disrupted market.