Operationalisation and Conceptualisation

On this page I am deconstructing the original brief into key dimensions and make quite a few assumptions in conceptualising them. In ‘real life’ I would work with stakeholders in the business to define and conceptualise these dimensions rather than making assumptions.

The scope

Journey review and improvement

Assumptions:

Diagnostic rather than generative

Short turn-around timescale

Improvement rather than redesign

Journey

Existing user journey

Assumptions:

Other products have similar journeys

Journey well established, so there is data on its performance

There are OKRs or KPIs for retention rates when customers move home

Experience

Meets user expectations

Assumptions:

No bottlenecks in the user experience

Easy to traverse

Minimal effort from the user

Population

Existing Virgin Media customers

Assumptions:

18+ adults

Moving within the UK

There are multiple customer personas that will have specific needs and expectations

Challenge

Does the house move journey meet user expectations?

Assumptions:

It has to be easier to complete Virgin Media’s house move journey than to find a new provider

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