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When you want to fix something, sometimes you have to break it.
This was the rally-cry of our recent “The Future of Communications – a UX Design Challenge,” where we had the audacity to fix century-old forms of communication: bills and statements. (Honestly, they haven’t changed in years – often reading like long receipts with impersonal legalese.)
To reimagine the future of bills and statements, we partnered with Huge, one of the world’s leading experience agencies, and started with a few open-ended questions:
These questions fueled the four-step framework of our rapid prototype design competition where we sought to create the optimal future billing experience.
Step 1: Build the right team.
We created five cross-functional teams, each with a different set of skills, including industrial thinkers, creative technologists, visual designers, print designers and data experts.
Step 2: Keep it real.
Each team had to produce tangible artifacts that represented a real experience for the year 2025. We provided three design lenses for their consideration:
Step 3: Pressure is on.
The teams had six weeks to create a new statement and billing experience. This narrow time frame and two rounds of competition fed creativity and kept the energy high.
Step 4: Judgment days.
Finally, we evaluated the designs based on three criteria: 1) Represents realistic innovations for the year 2020-2025; 2) Increases consumer value; and 3) Increases brand value. See Breaking Bad Communications.
And guess what? Intriguing things happen when you put smart, creative people together with the decree of “Innovate!” My next blog will reveal the top three design finalists (Drumroll, please…)