Bringing a B2B management tool to full maturity
Results and metrics
NPS score from 7.5 to 8.3
From ~500,000 more than 600 000 clients
Total clients in France over 2 years
The company
Orange is the biggest French telecom provider, the B2B division has clients ranging from one mobile line to more than 50 000 for clients such as Airbus or LVMH. The product I worked on is designed to help all these clients with their various needs to be able to manage their mobile lines efficiently and by themselves.
What was the problem?
When I joined the product was already released but not mature it terms of feature set. My goal was to create a mature product that user would be able to use all by themselves without having to rely on calling the customer service.
The strategy I implemented
This product which is dedicated to Mobile line management, used by over 600 000 B2B clients in France. I am the product Designer for this product and I worked with my Product Manager, Product Owner and engineering team to better understand the current workflows and features to be able to improve them over the course of 2 years. This understanding, along with data analytics allowed me to propose a new features, small or big that will help users get their needs met. I also designed a mobile version to provide critical features to clients to be able to access them from anywhere in the world.
Activities
I was leading research, managing focus groups with clients to discover their goals, doing usability testing to validate the screens created from hypothesis, using data analytics to inform choices for future changes or additions of features. I also worked hand-in-hand with other product teams and designer to make sure that our product would run smoothly within the ecosystem that user are using everyday. Being able to do all type of activities from research, all the way to delivery on a daily basis is exciting since the feedback and ideas that I write down during interviews are then being designed and tested by me, to finally be released and tracked to analyse their lifecycle.
Solution
Over the course of 2 years I implemented more than 80 features, some to improve an existing function, some completely from scratch, like the mobile version of the product, in order to make GLM the best B2B mobile management tool on the market (won 2024 best digital experience award from CX Circle). Providing users with a tool that they can confidently use when they need it, support their missions within their own company and that can evolve in the future with the evolutions of their needs and the technologies was the goal that I aimed at.
Challenges
The biggest challenge I face was to design meaningful features that supports user in their tasks. To achieve that, communication within the team was key. Having good relationship, and a lot of communication with PM, PO, EM and engineers really helped in facing timelines and tech issues together, to deliver features in a timely manner.
Results and metrics
The main KPIs we tracked from the business point of view was the NPS and the total number of clients. When I join the NPS was 7.5 and 8.3 after 2 years. Regarding the total number of B2B clients, we went from around 500 000 to more than 600 000 after two years and increasing. It was thrilling to be part of such a team and to see it thrive this way.
Take-away
This project taught me a great deal about communication within a big organisation. I also learned how to manage expectations from people in different teams, with different goals in order to deliver the best possible product to my users. I also started mentoring and leading my own initiatives which is a very positive point to look back on and that I’ll be able to use in my future projects.
