Search, Find & Explore in the world of tomorrow
Together with DeTeMedien group, IxDS defined essential guidelines for the directory services of tomorrow. Special interests of consumers and the offerings of companies of all sizes get matched through the directory services of Deutsche Telekom, such as Gelbe Seiten, Das Örtliche, and Das Telefonbuch. These services are available in all media (from books to apps) but how should they develop in the future? Which technology will become crucial? And how do people search, explore, and find in their everyday lives?
Capturing a multi-stakeholder user base
To capture the particular needs of a broad user base, we recruited a highly diverse panel of participants: from small towns to large cities and from young sports enthusiasts to photographers and to managing directors of successful businesses. We approached consumers and companies/advertisers with different methods for the user research.
For consumers, we emphasized search in their everyday lives and discovery of new things and places. In short documentary videos, our participants showed us their storage places like drawers, racks, and digital devices. Through further interviews at the participants’ homes we were able to immerse ourselves in their very individual ways of organization.
For companies, we put the focus on how they do business and what skills they have. With small interviews on location, we got to know their workplace and their customer service. An overarching finding is that almost all of them seek a close contact to their customers and take the quality of their work serious. We also learned about their “marketing strategies” that were often intuitive and based on daily practice.
A user-centric innovation roadmap
The wealth of impressi0ns, quotes, and insights resulted in a deep understanding of the needs of all involved parties. Through an intense analysis, we distilled various typical Personas that contain the most important findings. We turned the consumer documentaries the into short clips to harness their authenticity for a strong story telling.
In close cooperation with the executive managers of the various directories, we brought findings from a market survey, insights from the user research, and new ideas together to give shape to an innovation roadmap. That way, all of the precisely defined fields of innovation contain their business knowledge and are backed by a broad qualitative study.
This innovation roadmap is the basis for all involved brands of DeTeMedien, who will now work it into new products and services.