Orange: Ethnographic research to inform future of voicemail
Ethnographic research & diary studies with 48 voicemail users in 4 European markets to generate a set of key user needs for voice messaging products.
Brief
Understand how voicemail is actually used, what scenarios it supports & where the hidden opportunities lie to increase value & engagement.
Approach
Research with voicemail users in France, Switzerland, the Netherlands & Poland. Diary studies to capture scenarios & context of use. Ethnographic observation to understand underlying user needs.
Outcome
A voicemail communication & user needs framework. Tool for evaluating product ideas against user needs.
Workshops with international product team to deliver the findings & evaluate proposed voicemail enhancements.
Voicemail user needs framework
A model based on communication theory was used to illustrate the voicemail journey and highlight key unmet user needs at each stage.
Outcome: An interactive info-graphic that was used in workshops across all Orange markets to communicate potential opportunities.
Voicemail user personas
A set of personas based on research to illustrate the different types of voicemail user and their key needs for the product.
Outcome: The question driving the research was whether voicemail istill has a purpose in a digital world. These personas highlighted many use cases where there is still a strong need for voice messaging.
User needs checklist tool
The client needed a way to evaluate solutions & product ideas against key user needs. A tool was created that would assess how many key needs would be met by any set of proposed features + for which personas.
Outcome: A tool that was actively used during workshops to evaluate different approaches + understand what would work best.
Stakeholder workshops
Workshops with voicemail product owners from all key Orange markets to share the research findings & use the personas + user needs checklist to run through a number of potential solutions (& to generate new ideas).
Outcome: A number of products & features were prioritised, based on best product-market fit , including a strong emphasis on visual voicemail.
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