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Spark’s journey implementing an enterprise CX/UX framework

2 min read

“Putting the customer first fundamentally changes the way you design.”

Spark, a leading telecommunications company in New Zealand, was going through an exciting change — the company just implemented a dedicated customer experience and user experience (CX/UX) team at their head offices in Auckland to focus on making better experiences for their customers. We spent some time with the team to understand how Spark was using the customer journey to transform their business model from one that focuses on products and services to one that focuses on great customer experiences.

We spoke to various Spark CX/UX team members who explained the practicalities of collaboration and how to gain buy-in.

See how the Spark team turned their transformation from a “paper-vision” to a reality.

Company

Company size

5,500+

Offices

New Zealand

Industry

Telecommunications

Type

B2B, B2C

Tool used

Reframer

“It is possibly the single most exciting thing that I have worked on in my time here at Spark.”

Learn about Spark’s transformation

Customer journey CX framework CX/UX team Success moments

Customer journey CX framework CX/UX team Success moments

How to define a customer journey

Co-creating a customer journey

Using customer journeys across the business

Journey catalogues for accessing data

Tagging data with the journey catalog

Efficiency from a new framework

Wireframing and testing

What is a CX framework

Getting higher-ups on board

Getting buy-in across other teams

A glimpse into the design process

Training other teams in design thinking

How things have changed

An overview of the Spark CX-UX team

How are CX and UX combined to create experiences

What does the CX-UX team do

What does success look like

Demonstrating value

Spending time with customers

Researching users and getting feedback

Talking to customers

Hands-on user testing

Experimenting a framework in a specific team

Piloting the new framework

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