Telstra

Customer Insight Center

“When you bring a customer to the CIC, it’s not just about a PowerPoint presentation and a tour. It’s a workshop; designed by our specialists in design thinking, collaboration and solution design,”

Andy Bateman, Director of Segment Marketing, Telstra
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Client

Telstra is Australia's largest telecommunications and media company, and the country’s leading provider of mobile phones and devices, home phones, broadband Internet and enterprise telecom services.

Challenge

Design a new B2B Insight Center in Sydney, with the objective of providing customers a unique experience including customized views of industry-centric insights, innovation and leadership that Telstra is known for.

Solution

We started with a customer-centric approach that focused on an empathetic view of visitor needs and interests and gave the center a name that truly reflects the nature of the engagements: the Telstra Insight Center (CIC). Next, we designed a space that brings people into intersecting ideas and leads to exciting, unexpected outcomes. Last but not least, we developed and integrated four meaningful experience principles: 1. Show Telstra’s relevance to visitors’ industry. 2. Craft every interaction as an opportunity to connect with visitors. 3. Anticipate visitors’ needs. 4. Challenge visitors’ pre-conceived expectations. The result: An almost 39,000 square foot facility boasting high-tech collaboration spaces, a 300-person auditorium and much more—all to help accelerate sales through partnership, innovation and insight.

Impact

At the CIC, the focus was not only on how to capture more data, but how to make it more meaningful. The desire was to create highly specific content segmentations and tailor presentations and demos precisely to individual needs. This data would be used to create profiles of visiting customers, and allow Telstra to drive better decisions with entire datasets from customer interactions obtained via live polling, surveys, or even from sensors embedded in displays and environments.

Disciplines

Concept Development

User Experience

Creative Direction

Front-End Development

Back-End Development

Animation

Information Architecture

Data Visualization

Environmental Design

Prototyping

Technology Systems

Engineering

Tcic focus 1

The Insight Ring is the first stop in the customer journey for groups of 2-20. This 360-degree interactive screen automatically recognizes and responds to customer presence and reflects media that is relevant to their business, delivering insights in new and unexpected ways.

Tcic focus 2 ws

A triumph of engineering, the construction of the Insight Ring was enabled by a lighter, thinner, flexible screen technology and panel installation that allowed the creation of a dramatic curve--without a lot of weight so it could be suspended.

Tcic focus 3

The design of the Insight Ring required the creation of an entirely new application process. Our labs developed this unconventional canvas that aided working in a 360-degree environment.

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